Chelsea put women’s team at heart of expanded Topps deal

Chelsea have expanded their partnership with Fanatics-owned collectables brand Topps into a long-term exclusive agreement covering their men’s and women’s teams, strengthening their licensed merchandise offering through additional products and greater access to player memorabilia.The agreement makes Topps the official trading card partner of both teams and covers trading cards, trading card games and stickers across the Topps, Match Attax and Merlin brands, extending a collaboration that began in 2018.Chelsea said: “Chelsea Football Club and Chelsea FC Women today announce the expansion of our relationship with Topps, which becomes Official Trading Card Partner of the club on a long-term, exclusive deal.“The new partnership includes trading cards, trading card games and stickers for the Topps, Match Attax and Merlin brands.”The expanded relationship combines exclusivity at club level with a wider range of collectibles featuring the women’s team, bringing both sides of Chelsea’s football operation into the same agreement while increasing the range of products available to supporters.The inclusion of additional women’s products gives Chelsea another avenue to promote their players through merchandise, with the club identifying increased visibility and the development of their supporter community as objectives of the expanded offering.Chelsea continued: “Marking the continuation of a successful collaboration that began in 2018, rooted in creativity, fandom and a shared passion for collecting, the partnership brings the magic of collecting even closer to Chelsea supporters.“For fans, it means a closer connection to the moments and history that define Chelsea, with collectibles built around the players and teams they love.”The announcement follows several other commercial agreements involving Chelsea, including an expanded relationship with online trading and investment services provider TMGM under a one-year renewal earlier this month.Chelsea also unveiled Circle Internet Group as their new front-of-shirt sponsor in late August and extended their partnership with Vietnamese technology solutions company FPT, adding further activity across their sponsorship portfolio ahead of the Topps announcement.The trading card partnership was launched with content featuring Levi Colwill, Nathalie Bjorn, Pedro Neto and Sjoeke Nusken discussing collecting and opening packs together, giving the activation representation from both the men’s and women’s squads.Those appearances connect the launch campaign directly with the players featured in the partnership, while the expanded autograph and memorabilia offering provides additional collectible formats alongside the cards, games and stickers.Chelsea added: “The new agreement is exclusive at club level and folds in more player autographs and game-worn relics for fans to chase.“It also brings expanded products capturing Chelsea FC Women, further increasing the team's visibility and growing our community of passionate fans.“For Chelsea fans and collectors alike, that means access to more premium, first-of-a-kind trading cards and more collectibles than ever before.”