Topps
I Am José Mourinho
Overview
Turning football culture into collecting culture
When football hits fever pitch, Topps has a short window to turn excitement into sales. From José Mourinho at EURO 2024 to cinema and 3D DigiVans, JAA has taken Match Attax across screens, streets and school gates – finding new ways to excite collectors and recruit the next generation.
The Real Problem
How do you make a short sporting moment count?
Topps’ biggest collections are tied to tournaments and new-season launches, creating short sales windows. For EURO 2024, our job was to take standout José Mourinho creative beyond Topps’ owned channels and repeatedly reach fans as tournament excitement grew.
The Trait
Play where the fans play
Topps has football fandom, famous faces and the thrill of collecting on its side. We put that energy into the environments where football conversations already happen – from TV and social to football cities, cinemas and school playgrounds.
The Strategy
Make the big football moments feel even bigger
.For EURO 2024, Mourinho creative ran across sports, entertainment and kids’ TV, alongside YouTube, social, gaming and OOH in football heartlands. Since then, we’ve expanded Topps into cinema and taken Match Attax closer to its next generation of collectors.
The Tactics
From The Special One to the school run
José Mourinho fronted EURO 2024 activity across channels. For Match Attax 25/26, a 3D DigiVan featuring Cole Palmer, Ronaldinho and Ousmane Dembélé toured schools across London, Manchester and Birmingham – bringing collecting culture to the playground
The Results
Turning tournament attention into action
The EURO campaign combined standout creative with a media plan built around the cultural moment – driving reach, traffic and attributable sales.
25m+
1,500+
+39%
