Topps has launched a new campaign starring Global Brand Ambassador José Mourinho.

The three-part campaign advertisements starring Mourinho will roll out in the run up to UEFA EURO 2024 on YouTube and social media channels.

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The film, which was produced by Hamburg-based ad agency Jung von Matt Sports, showcases Mourinho joining employees at Topps offices to celebrate the launch of its new sticker album.

The first episode was teased through a series of social media posts from select global content creators, including The F2Freestylers’ Jeremy Lynch, who also appears in the advert.

Topps parent company, Fanatics Collectibles, CMO of EMEA, Patrick Rausch said: “With this campaign, the anticipation for UEFA EURO 2024™ is increasing enormously for us as an official partner. Once again, José Mourinho shows us why he is called ‘The Special One’ and why he is the perfect choice for us as brand ambassador and product manager.

“After the first film with the self-deprecating José immediately achieved cult status, I’m pretty sure that the upcoming clips, featuring several well-known influencers, will also take the hearts of Europe’s soccer fans by storm.“

As an official licensed UEFA partner until 2028, Topps will also provide exclusive stickers, trading cards and collectables connected to 2024 UEFA EURO as well as other marquee football events including the UEFA Champions League and UEFA Europa League.

The news comes as Just Eat announced it is extending its partnership with the UEFA Champions League, Europa League, and Europa Conference League until 2027.