Panini is set to be replaced by Topps as UEFA's exclusive partner in producing trading cards, stickers and collectables for future European Championships.
The collectables company has supplied sticker albums for every Euros tournament since 1977, but last summer's competition will now go down as its last.
On Wednesday it was announced that Topps, the official partner of the Champions League and other UEFA club competitions, will now be producing items for Europe's national sides.
That will include sticker albums for the 2024 and 2028 men's Euros, the 2025 women's Euros and Nations League finals through 2028.
Terms of UEFA's deal with Topps, who were acquired by memorabilia giant Fanatics for almost $500million (£382million) in January, were not disclosed at the time of the announcement.
Mark Catlin, general manager of international sports & entertainment at Topps, said in a statement: 'The European Championship is the biggest and most prestigious football event on a national level in Europe. [They boast a] legacy when it comes to stickers, trading cards and collectables.
'This partnership is a huge step, [with] more to come on our road to EURO 2024 and beyond.'
Roma boss Jose Mourinho will serve as an ambassador for Topps as part of the deal, selecting players to feature in their sticker albums at future tournaments.
Patrick Rausch, Topps' chief marketing officer for Europe, Middle East and Africa, said: 'This is more than special for us. Jose Mourinho is one of the biggest names within European football, [which is why we] selected none other than "The Special One."'
Panini will remain FIFA's partner for the World Cup in Qatar later this year, having produced sticker albums for the competition since 1970.
But fans are not happy with the decision to replace them as Euros sticker partners, taking to Twitter to vent their frustration with the move.
One put: 'Devastating news'.
Another said: 'They have to make it a requirement of the contract that they keep the online sticker book going or else I'm gonna kick off.'
A third commented: 'That’s it I’m done.'
While one disgruntled user simply wrote: 'PARDON'.