Smiths News launches official World Cup Adrenalyn Trading Cards and Sticker Collection campaign


Football fever is in the air for leading newspaper and magazine wholesaler, Smiths News, ahead of the biggest event in this year’s sporting calendar.

In partnership with Panini, the world leader in published collectables, Smiths News has kicked off a campaign with the launch of the official World Cup Adrenalyn Trading Cards and Sticker Collection to newsagents across the UK. Smiths News is set to help Panini reach £50m in sales this year, topping the £41m generated in 2014. The last World Cup saw an increase of £52m for retail sales in the first week.

Commenting on the campaign launch, Jonathan Bunting, chief operating officer at Connect Group, said: “The Word Cup is a huge opportunity for retailers. The capacity to generate more sales is extraordinary and with the event happening only once every four years, the importance of a well-planned campaign, and distribution of product is vital.

“For an event that is so widely anticipated, interest is already mounting with the largest sales predicted for May. With this opportunity, retailers must plan how to successfully take advantage and become a part of the buzz, and that includes stocking key collectables and World Cup products.”

Smiths News will be supporting retailers to generate more sales throughout the duration of the World Cup and Panini campaign, engaging internally with colleagues and newsagents across the country. The Company is also running a social media campaign, sharing news about upcoming products and reminding merchants not to run out of stock.

The news comes shortly after Smiths News announced the launch of its new SNapp platform which helps retailers to manage their newspaper and magazine category online.

Bunting added: “Due to the sheer interest in the World Cup and the campaign by Smiths News and Panini, it’s fantastic that we are able to support retailers through the SNapp platform. Retailers will also be able to contact us via our freephone number to find support throughout the event.”

Smiths News is part of Connect Group, which also owns irregular freight specialist Tuffnells, parcel distribution service Pass My Parcel and coffee vending brand Jack’s beans.

For further details on Smiths News, visit Or, if you’d like to get involved with the World Cup Panini campaign, visit