The International Olympic Committee (IOC) and Panini, the collectibles and memorabilia firm, have today unveiled a multi-year licensing deal.
Through the agreement, that Italy-based brand will create a range of collectible stickers and cards for the upcoming Paris 2024 summer Olympics, and 2026 Winter Olympics in Milan-Cortina.
The physical albums will be made available globally, with the initial Paris 2024 album released this month in collaboration with soft drinks giant Coca-Cola, a top-tier IOC commercial partner.
The Paris collection covers “web and mobile applications offering digital card packs,” with one offering featuring iconic Olympic and Paralympic athletes, as well as emblems and pictograms of the Olympics. The digital album is only available in France.
Digital card packs will provide access to exclusive content, while gold cards can be received for prizes such as virtual Q&A sessions with Olympic athletes.
The digital album will also feature Coca-Cola branded athlete cards.
The physical albums, meanwhile, will also be available via Panini’s e-commerce stores.
Elisabeth Allaman, deputy managing director of the IOC’s television and marketing services, said: “In line with the Olympic Agenda, we are looking for new ways to engage fans across different media, and so are pleased to bring together our worldwide TOP partner Coca-Cola and licensee, Panini, to create this new Paris 2024 collection.
“There have been a number of projects with Panini and some National Olympic Committees in the past, but for the first time, this collection offers fans unique digital content featuring athletes of different sports from all over the world.”
The upcoming Paris Olympics will take place between July 26 and August 11, while the winter games in 2026 will run from February 6 to 22.
Panini, meanwhile, unveiled a multi-year tie-up with the Professional Fighters League US-based mixed martial arts (MMA) series in early June to expand its sports portfolio.
The brand also has tie-ups in place with sporting properties such as the LIV golf league and soccer’s global governing body FIFA.
