M&S launches exclusive Northern Ireland football sticker collection

Aaron Hughes backed the launch and is pictured with Ryan Lemon, Regional Manager for Marks & Spencer Northern Ireland, and Reuben, Daisie and Olivia Lemon.

M&S Food has teamed up with Panini and the Irish FA to launch an exclusive Northern Ireland football sticker collection celebrating the country’s senior men’s and women’s teams — giving young fans across Northern Ireland the chance to collect local football heroes this summer.

The limited-edition collection features 50 stickers including some of Northern Ireland’s biggest football names, among them Conor Bradley, Justin Devenny and Simone Magill, alongside managers from the national teams.

The campaign is being rolled out in M&S stores across Northern Ireland and forms part of the retailer’s wider “Eat Well, Play Well” partnership with the Irish FA aimed at encouraging healthier lifestyles among children and families.

For football fans, it taps into the nostalgia and excitement of traditional Panini sticker collecting while putting Northern Ireland players front and centre in a way rarely seen before.

Collectors can earn free sticker packs in stores

The official sticker album is available to buy for £3 in M&S stores across Northern Ireland.

Customers will also receive a free pack of stickers for every £20 spent in store, giving families and young supporters the chance to build their collection over the summer months.

Alongside the stickers themselves, the album includes:

• quizzes

• player facts

• nutritional tips

• football-themed activities designed for children

M&S said the aim is to combine football excitement with positive health messaging in a way that feels engaging and relatable for younger audiences.

The retailer is also encouraging fans to swap stickers with others in their local communities, recreating the social tradition that has long been associated with Panini collections.

Campaign built around healthier lifestyles

Aaron Hughes backed the launch and is pictured with Ryan Lemon, Regional Manager for Marks & Spencer Northern Ireland, and Reuben, Daisie and Olivia Lemon.

The launch is part of M&S Food’s ongoing partnership with the Irish FA, which began in 2022 and mirrors similar partnerships with football associations in England, Scotland and Wales.

Through the “Eat Well, Play Well” campaign, the retailer uses footballers from the national teams to promote healthier eating habits and active lifestyles to children and families.

The campaign links the everyday food choices of players with their performances on the pitch, helping turn nutritional advice into something more accessible and relevant for younger supporters.

M&S said its “Eat Well” branding — displayed across thousands of food products — is designed to help shoppers identify healthier options more easily while supporting balanced diets.

Aaron Hughes says collection is a ‘brilliant moment’

Former Northern Ireland captain Aaron Hughes helped launch the collection and said seeing local players featured in a Panini-style sticker series was an important moment for football here.

He said:

“There’s something timeless about Panini stickers – they’ve always been part of football culture. To now see Northern Ireland players featured like this is a brilliant moment for the game here.

“For young fans, it’s a fun way to connect with the players they look up to, but it also ties in with an important message around staying active and making positive choices. That’s what makes this campaign really meaningful.”

Ryan Lemon, Regional Manager of M&S Northern Ireland, said the campaign was designed to bring families together while promoting healthier habits.

He said:

“We’re delighted to partner with Panini and the Irish FA to bring this exclusive sticker collection to our customers across Northern Ireland.

“Football has a unique ability to connect generations, and this campaign taps into that in a really positive way – combining the excitement of collecting with an important message around healthier lifestyles.

“Through Eat Well, Play Well, we’re creating a fun and engaging way for families to connect with local players while encouraging young people to make positive choices both on and off the pitch.”

Why the campaign matters locally

The launch arrives during a period of growing excitement around Northern Ireland football, particularly following the emergence of younger stars gaining attention across the UK and beyond.

For many children across Ballymena and Northern Ireland, the collection offers the chance to see local players represented in the same iconic sticker format traditionally dominated by Premier League and international football giants.

The campaign also reflects increasing efforts by major retailers and sporting bodies to use football’s popularity to promote healthier living among young people in a more engaging and community-focused way.

More information on the M&S Food “Eat Well, Play Well” campaign is available at www.marksandspencer.com/football.