Sports collectible firm Topps has launched a new campaign introducing its sticker line for the UEFA Women’s Euro’s Championship.

Devised by creative agency Jung von Matt Sports, the new ad follows the career journey of Spanish player Alexia Putellas.

Featuring the tagline ‘Every sticker has a story’, the spot will run on social and digital platforms during the tournament, which begins on 2 July.

“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,” said Putellas.

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According to Topps, the sticker album aims to “champion” women’s football and increase visibility for the sport.

“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,” said Patrick Rausch, chief marketing officer at Topps Europe.

“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.”

Felix Appelfeller, executive director of sponsoring at Jung von Matt Sports, added: “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.”