To launch its new UEFA Women’s Euro 2025 Sticker Collection, Topps, the world's leading provider of sports collectibles, has launched a new campaign starring Spanish football superstar Alexia Putellas.

The campaign, which carries the slogan ‘every sticker has a story’, tells the story of Alexia Putellas and how she grew up collecting stickers of her favourite football players.

Created with the help of creative agency Jung von Matt Sports, the heartwarming campaign brings to life the importance of collectibles, such as stickers and sticker albums, in increasing visibility and awareness of women's football.

With the UEFA Women’s Euros set to kick off on the 2nd July, Topps' new sticker album champions the female players to create reach and visibility of the fast-growing game. 

The campaign centres around the film starring Putellas, as Spain are a hot favourite to win this year's tournament. Putellas, who scored 22 goals across all competitions for Spanish champions FC Barcelona in the 2024/25 season, is a key role model for female footballers and fans worldwide. 

In the film, audiences see Putellas stop to buy some water from a kiosk in Barcelona when she notices some young people gathered in the shop opening their Topps stickers. As they open a pack, a flashback sequence begins highlighting some of Putellas’ formative footballing moments.

The scenes paint a picture of Putellas’ career so far, beginning as a young girl who collected stickers of her own idols Xavi and Andrés Iniesta. We see her journey from facing hardships in training to becoming a two-time Ballon D’Or winner. 

The film transitions back to the present-day kiosk where the youngsters excitedly pull a Topps sticker of Alexia Putellas out of a packet. Where in her youth only men's stickers were available to Putellas, now she is the star of her own Topps sticker. The launch of Topps’ UEFA Women’s Euro’s collection means that children today can be inspired by both men and women. The emotive campaign shows the importance of visibility and signifies the progress in the women’s game. The film ends with the line: 'Every sticker has a story’.

Putellas was a natural choice for Topps and Jung von Matt Sports to collaborate with in creating an inspirational campaign film about a player’s journey from childhood dreams to the summit of European football, due to her success. 

Speaking on her involvement in the campaign, Alexia Putellas shares: "I am very proud and excited to be the face of the UEFA Euro 2025 campaign for Topps' first sticker collection for a Women's European Championship. Together, we are raising the profile of women's football in society."

"Alexis Putellas is a two-time world footballer of the year, has three Champions League titles to her name, has played over 129 national team matches for Spain and is a role model for the new generation of female footballers. Together with Topps, she will help fans to engage with their favourite teams and players off the pitch via the collector's album, and thus build a long-term bond with the sport," adds Felix Appelfeller, Executive Director Sponsoring at Jung von Matt Sports.

Launching ahead of the upcoming tournament in Switzerland, the collection is a pivotal moment for the women’s football community. As an official UEFA partner until 2028, Topps will provide officially licensed exclusive stickers for each competing national team at UEFA Women’s Euro 2025. 

The 39-second film will be distributed from now until the tournament’s conclusion on social and digital platforms and Topps' European and global channels. It will also feature leading names from the women’s football world, activating in multiple markets in the run up to the tournament and beyond. 

"With our first ever sticker collection for a women's European Championship, and our creative campaign featuring Alexia Putellas, we are delighted to contribute more visibility and awareness for the sport and its many, many talented players. The UEFA Euro 2025 tournament in Switzerland has the potential to reach a new generation of fans and take women's football to the next level," adds Patrick Rausch, Chief Marketing Officer at Topps Europe.

Echoing the ethos of Billie Jean King’s famous words, “If you can see it, you can be it”, the card collection and campaign is a landmark in the progression of the women’s game.