Footballers – and footballing widows – may complain about the ever-shortening season, but retailers are among those who can truly capitalise.

The post-World Cup lull won’t last for long. Panini has oft-stated that many of its sales – 15% or so according to the sticker giant – come after the tournament itself. Its stickers are on sale through until October, but between now and then, there’ll be a raft of football friendly opportunities.

442 season previewThe new season brings with it new signings from the clubs, new kits and boots with all eager to promote their wares. New stars are wheeled out wearing new clobber, giving football magazines scores of exclusive editorials and cover stories (the nature of football journalism now is that interviews are offered alongside required plugs for clothing and footwear). New season fixture lists and guides also bring opportunities, from national newspapers through to assorted football magazines. The former’s have become increasingly lavish in recent years and help drive sales, the latter can offer even more comprehensive coverage.

Let’s start with Four Four Two’s season preview. Haymarket’s special edition for the discerning footy fan tends to see a 100% uplift on a typical issue and is well worth bring to the front of fixture.

With a free pack of Mentos mints and a 116-page supplement, it promises to be a heavyweight package.

Topps then launches its Premier League Sticker Activity Album on 14 August. The all-in-one package will have stickers, puzzles and activities across 30 pages.

And once those are out of the way, the deluge of stickers and trading cards from football will kick off again.

The success of the World Cup, particularly for Panini, which saw grown men queuing up to buy stickers to complete their sets, should give a renewed boost to this sector. Expect to see those adults reliving their childhoods once more by getting into them once the albums arrive in stores.

Bestsellers – Sports

Match of the Day

Four Four Two

Cycling Weekly

Match Weekly

Angling Times

Angler’s Mail

Cycling Plus

Rugby League & League Express

Shooting Times & Country


Mountain Biking UK

World Soccer

Today’s Golfer

Countryman’s Weekly

Golf Monthly

Boxing News


Muscle & Fitness

Runner’s World

League Weekly


(Source: Menzies Distributuon)