The second Women’s Super League (WSL) Panini sticker album is set to launch in late November, with a larger rollout than last year, reflecting explosive growth in demand for women’s football merchandise. Panini’s sports head of marketing, Katie Gritt, described last year’s debut album as an unexpected success, with shelves cleared repeatedly and millions of packets sold.
“We knew there was pent-up demand, but we hadn’t realised the extent of it,” Gritt said. “The shelves were being cleared every time we pushed out stock.” Tara Knight, co-founder of trading card company She Scores Cards, added that women’s football supporters are a dedicated and loyal crowd, willing to spend on collectables like shirts, scarves and cards. She noted that Topps’ women’s products often sell out within hours.
The growing availability of such merchandise is helping to normalise women’s football within the sport’s broader culture. Fans who previously felt excluded—such as those unable to complete sticker albums or find club merchandise tailored to them—now have more opportunities to engage. The album includes editorial content and statistics, catering to a thirst for information that Gritt says is not fully met elsewhere.
She Scores Cards was founded by Knight and Sam Pucci, two collectors frustrated by the difficulty of finding women’s trading cards. Their stand at the London Card Show attracted strong interest, showing the value of dedicated women’s football products. Meanwhile, other milestones, such as the inclusion of women’s football in Football Manager for the first time, further signal the sport’s growing cultural presence.
