Retailers are praising the success of Panini’s Barclays Women’s Super League (WSL) sticker collection as football grounds have set up player swap zones to encourage card trading.
Established in 2010, the Barclay’s WSL is the top tier of women’s football in the United Kingdom. It is run by the Football Association and includes twelve professional teams. Last season, the competition was won by Chelsea, their sixth title in the division. They’re leading the division this season, ahead of Manchester City and Arsenal.
The WSL’s first sticker collection launched on 15 December. Many shop owners have informed Better Retailing of great sales numbers for the new collection. Last month, Panini ran a week-long advertising campaign in Reach titles to capitalise on consumer interest.
Panini head of circulation Rebecca Smith told Better Retailing: “There’s been an incredible response to the collection, supported by a press event at the National Football Museum in Manchester the day before launch. Support from players across the league has helped reach collectors nationwide, raising the profile of the collection.
Stock early
“Collectors are habitual, so stocking early ensures they return to local stores to buy packets,” Smith explained. “Sales have already exceeded expectations and show no sign of slowing down.”
Smith confirmed major retailers have already reordered due to demand, and advised retailers interested in stocking the collection to contact her at rsmith@panini.co.uk.
Ballymena shop owner Eugene Diamond said the women’s football stickers were outselling men’s football stickers.
Andy Howell, of Loch Lomond News in West Dunbartonshire, said women’s football stickers were performing “very well”.
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