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The best Euro 2024 merchandise: a guide

As well as the football itself, the Euro 2024 merchandise can also potentially decide how many fans remember the tournament in years to come. Every competition has its own set of products, and it is vital that they not only capture the essence of the hosting city but also endear themselves to supporters.

So, whether you are a clothing, accessories or collectables type of person, this article will serve as your ultimate guide to Euro 2024 merchandise.

A guide to Euro 2024 merchandise

Euro 2024 merchandise
Photo by Icon Sport

As is usually the case, there is a wide array of products available to purchase relating to the tournament itself. These can be broken down into several categories, and we will explore each one in detail to ensure you can make the best decision.


Perhaps the most useful piece of Euro 2024 merchandise is the clothing, of which there is plenty to choose from. Unfortunately, there are no trousers to choose from on the official UEFA website, but there are an array of tops in a multitude of colours available.

Whether you are on the hunt for t-shirts, polo shirts, sweatshirts or hoodies – there is something for everyone. Black, blue and white are the most prevalent colours available, and if you are looking for apparel that represents Euro 2024 itself, then blue would be an excellent choice.

Euro 2024 mascot

Or, perhaps you are someone who has been collecting the various mascots created over the years at such international tournaments – if so, you are in luck.

At Euro 2024, Albart the teddy bear is the official mascot and is available to purchase in three main forms. The cheapest of which, setting you back just £10 is the mascot keyring. However, if you would prefer an actual teddy bear, there are two options available to you.

These are the classic mascot and the reversible mascot, costing £20 and £30 respectively. Although similar, they both provide a slightly different take on Albart, so your choice will largely depend on personal preference.


Usually one of the more controversial aspects of any major tournament at the international level is the official match ball. Thankfully, Fussballliebe – the official match ball of Euro 2024, appears to have been received well by supporters ahead of the competition.

The official version which will be used in games features connected technology, designed to help VAR make various decisions. From a merchandise perspective, there are two options for you to choose between. The first, and by far the cheapest, version is the training variation, costing £25. As is to be expected, the quality is lower on this ball but it still represents fantastic value for money.

Fussballliebe pro football is the second option, and although it has been manufactured to a higher standard than the training ball, its £130 price tag will likely rule it out for the majority of fans. Both are great options, and again, the decision largely comes down to personal preference.


Accessories are an excellent piece of merchandise to purchase as they are often among the cheaper products and make for superb collection items.

Some of the options available for Euro 2024 are trophy magnets and badges, water bottles, hats and caps and keyrings. Of course, none of these items are statement pieces, but as a highly convenient memoir of Euro 2024, they are arguably some of the best Euro 2024 merchandise products available.

Collectable cards and stickers

Quite possibly the most notorious of all the forms of merchandise are the collectable cards and stickers that run alongside the tournaments. However, this year, the official sticker album for Euro 2024 has not been received well.

Panini have been replaced by Topps as the provider, but, as the former still hold the licenses for many top players, there are a lot of stars missing from the album. This includes England aces such as John Stones, Marcus Rashford and Bukayo Saka. As a result, this may well be the year that many sticker collectors decide to take a break from their hobby.

If cards are more your thing, then the official Match Attax album could be for you, with a wide variety of starter bundles, tins and packs of cards available for you to purchase, the most expensive of which costing £14.99.

That wraps up our Euro 2024 merchandise guide, and given the huge selection and variety available, we are sure there'll be something for everybody to enjoy.

Harry Dowsett

Freelance football writer with experience writing for multiple digital platforms, such as GIVEMESPORT. Recently graduated from Portsmouth University with a media studies degree - completing a dissertation on the evolution of sports journalism in the process. He has a love for Arsenal Football Club and a passion for football as a whole.

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