Sport Social Podcast Network has launched an influencer campaign with Topps, who are officially back as the Premier League’s trading card partner.
The campaign centres on a series of “unbox with me” posts by some of the network’s most popular fan creators, showcasing Topps’ latest collection, which includes genuine player autograph cards and ultra-rare Diamond Rookie pulls. The cards have been described as a “proper collector’s dream”.
Alongside the influencer content, the campaign featured an Announcer Read from Alex Brooker across Sport Social’s football and gaming shows, amplifying the activation on the core audio network.
Delivered in partnership with sports communications agency MatchFit, the collaboration highlights how podcasters can act as trusted influencers in football fan communities.
Joe Heatley-Baillie, Marketing Director for UK & ROI at Topps, said: “Part of our plan for this Premier League trading card campaign was to reach and connect with dedicated fan and club communities across the league.
“Working with the channels in Sport Social’s network has allowed us to do that, and it’s been great to see the reaction from both creators and audiences as they’ve been opening packs of Topps Premier League cards.”
Chloe Yates, Senior Account Director at Sport Social, added: “By working with our podcasters, campaigns like this with Topps reach communities where the connection between host and audience is already strong and trusted.
“Advertisers are increasingly looking for genuine voices over celebrity endorsements, with audiences often switching off from influencers promoting multiple brands.”
Creators including AFTV, with 1.2M Instagram followers, and The Anfield Wrap, with 310K followers, have played a central role in bringing the campaign to fans.
