The partnership is part of the supermarket chain’s “Feast of Football” World Cup campaign, and was brokered by Billington Cartmell,
Customers can collect limited edition sticker packs which are only available at Morrisons. The packs contain five stickers, including two bespoke foil stickers featuring one of 24 players such as Steven Gerrard and Rio Ferdinand, and international stars including Lionel Messi and Didier Drogba.
The Panini promotion goes live in Morrisons stores on 26 April and customers will get one free sticker pack for every £20 spend until the end of May.
Morrisons’ World Cup campaign will be supported by through-the-line marketing including TV, press and online advertising.
Morrisons is sponsoring England’s 2018 World Cup bid.
Earlier this month, Tesco announced its five-pronged World Cup activity as official supermarket of the England World Cup team including a tie up with Match Attack World Cup trading cards.