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The Italian firm struck commercial deals with the Professional Footballers’ Association and Football League, guaranteeing access which enabled them to deliver on what became their article of faith - photographs of every first-team player at every club, in that season’s kit. The true Panini devotees, like Lansdowne, will tell you that 1979 was the most sublime of all because the much-coveted foil team badges — ‘shinies’ — were enhanced and had a silk-like texture. ‘It seemed to be expensive, so it was back to ordinary foil badges by 1980,’ Lansdowne says. Others swear blind there will never be a Panini album like 1983, the year in which all players were displayed in full strip. Alan Curtis chose to be photographed in kit and carpet slippers and Bob Latchford didn’t bother with any footwear, which persuaded Panini to revert to head shots in 1984. ‘1983 was a particular favourite of those who like kits,’ Lansdowne says. The Panini albums became a cultural phenomenon and are the subject of a new documentary These idiosyncrasies did not prevent the Panini albums becoming a commercial phenomenon by the early-1980s. So much so that they triggered a bitter war between Robert Maxwell’s Daily Mirror - who struck a promotional deal to offer readers a free album and stickers - and the Sun, who promptly sought to grab it off them. The Sun’s editor Kelvin McKenzie was so intent that he arrived in person at Panini’s head office in Modena and theatrically threw his wallet across the desk during negotiations. He got his way.
For the original version including any supplementary images or video, visit http://www.dailymail.co.uk/sport/football/article-5059763/The-story-football-stickers-took-world.html
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