EuroLeague and Panini Extend Partnership Through 2029

EuroLeague Basketball and Panini have renewed their partnership, which covers figurines, trading cards and collectible products, for three more seasons. The agreement will run until 2029. Millions of products have been sold so far in the partnership, which began three years ago.

The classic figurine album will return in December with new features. Between December and May, limited-edition trading card collections will go on sale. Panini will also continue the Panini Instant format, which includes signed cards, memorabilia and the standout moments of the EuroLeague season.

The partnership also includes the "EuroLeague City Takeover" project. Figurine swaps in major European basketball cities, events held during matches, live podcast broadcasts and activities aimed at fans are planned.

Gawain Davies of EuroLeague Basketball said the agreement is especially important for reaching the Gen Z and Gen Alpha generations. Elisabetta Mussini of Panini explained that the company's goal is to go beyond traditional collecting.