Giuseppe Panini - entrepreneur

News vendor who started football sticker craze

The Mexico 1970 World Cup album can sell for
thousands of pounds at auction

Giuseppe Panini, the entrepreneur and businessman who created an international craze for collecting football stickers, was born on this day in 1921 in the village of Pozza in Emilia-Romagna, not far from Modena.

Since the stickers’ first appearance in Italy in the 1960s and the first World Cup sticker album in 1970 took the concept into an international marketplace, Panini has grown into a publishing company that in 2017 generated sales in excess of €536 million ($643 million US) in more than 120 countries, employing more than 1000 people worldwide.

Panini, who died in 1996, grew immensely wealthy as a result, selling the business in 1989 for a sum said to be around £96 million, the equivalent of £232 million (€266 million; $303 million US) today, after which he spent the remaining years of his life building on an already established reputation for philanthropy.

He came from humble working-class origins and left school at the age of 11. His father, Antonio, worked at the military academy in the city of Modena, about 16km (10 miles) away from their village. Life changed for the family, however, when in 1945 they acquired the license to operate the popular newsstand near the cathedral in the centre of the city.

Giuseppe Panini anticipated what a success
football stickers would become

Despite his lack of formal education, Panini had sound business sense. He and his brother Benito ran the newsstand and did well, investing some of the profits in a newspaper distribution agency.

While working at the newsstand, they noticed that the picture cards that some publishers gave away with their papers and magazines were always popular.  When they came across a large number of cards depicting flowers and plants that had been left over from a series given away with a popular magazine, they bought them all and hit upon the idea of selling them as a stand-alone product, in packets of two at 10 lire per packet.

Incredibly, they sold three million packets and in 1961 Giuseppe decided there was a demand it would be foolish not to try to meet. He rented a small workshop in Via Castelmaraldo in Modena and the Panini brothers began printing their own cards, not of plants and flowers but of footballers. They were the same size as the miniature pictures of saints that were popular at the time.

The first ones were just plain cards - self-adhesive stickers would follow later - but they were hugely popular, nonetheless. In the first year alone, the number of packets sold reached a staggering 15 million, almost doubling the following year and in 1964 Panini acquired the publishing plant in Viale Emilio Po, which is still the company’s headquarters today.

Giuseppe Panini turned the family
business into a worldwide success

The first Panini football album was published the same year and in the late 1960s came the development that was to turn the business into an international concern, when the brothers formed a partnership with FIFA to produce stickers and an album for the 1970 FIFA World Cup in Mexico.

It was a successful venture but because of the European trading laws, the market that turned out to be among the biggest of them all - in the United Kingdom - was not cracked until 1978, when the sticker album for the World Cup in Argentina hit the newsstands.

In typical Italian fashion, Giuseppe Panini made sure he looked after his family, employing not only Benito but his other brothers, Franco and Umberto, and his sisters Veronica, Maria and Norma. His mother, Olga, and his wife, also called Maria, were also involved.

He was also determined to put money into the local community in Modena.

In 1966, he bought the local volleyball team Modena Volley, which for a while was one of the biggest volleyball clubs in the world. In 1973 he founded the Italian Volleyball League - won 12 times by his own club - of which he was president for eight years.

Modena's Palazzo dello Sport is also known as PalaPanini

He sponsored cultural projects and from 1985 to 1992 was president of the Modena Chamber of Commerce. He founded a school for business managers and a linguistic high school. He even opened a restaurant in Modena to showcase local products such as tortelloni and Lambrusco wine.

Shortly before his death he donated his photographic collections to the city. The local authority subsequently dedicated the city’s Palazzo dello Sport athletic facility to him as well as two museums to show off his collection - the Fotomuseo Giuseppe Panini and the Museo della Figurina.

Ironically, the sale of the company in 1989 - to the British-based publisher Robert Maxwell - almost brought about its demise. A period of poor management saw Panini miss out to rivals Merlin on the lucrative contract to publish sticker albums on behalf of the new English Premier League and after Maxwell died in 1991, leaving behind a mountain of debt, the company survived only after an investment consortium bought it out of administration.

The company was returned to profitability and the albums for recent World Cups have been among the most successful.  Past albums, meanwhile, remain highly collectible - none more so than the first one.

Indeed, such is the rarity of completed 1970 World Cup albums today that one sold at auction in 2017 for £10,450 (€12,012; $13,653 US).

The Ferrari headquarters at Maranello

Travel tip:

The village of Pozzo is a short distance from Maranello, famous as the headquarters of Ferrari, which has an extraordinary museum in which visitors can explore the history of the world’s most famous sports cars. Pozzo itself, which has a population of a little under 2,500, is home to the Villa Rangoni-Machiavelli - also known as the Villa Bice - which houses sculptures belonging to the Severi contemporary art collection.

Modena's 11th century cathedral

Travel tip:

The historic city of Modena has a magnificent main square, Piazza Grande, where visitors can find the 11th century Duomo (cathedral) dedicated to San Geminiano, which is now a Unesco world heritage site. The city’s opera house was renamed Teatro Communale Luciano Pavarotti in 2007 after the great tenor, who was born in the city, as was the soprano Mirella Freni. Modena is also famous for its balsamic vinegar, Aceto Balsamico di Modena.

More reading:

How Giacinto Facchetti led Italy to the 1970 World Cup final

Vittorio Pozzo - Italy's double World Cup winner

Enzo Ferrari - the man behind the legend

Also on this day:

1383: The birth of professional soldier Niccolò III d'Este

1877: The birth of Enrico De Nicolo, Italy's first president

1974: The birth of footballer Alessandro del Piero


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Enzo Ferrari – car maker

Entrepreneur turned Ferrari into world’s most famous marque

Enzo Ferrari at the 1967 Italian GP in Monza

Enzo Ferrari, the founder of the Scuderia Ferrari motor racing team and later the Ferrari sports car factory, died on this day in 1988 at the age of 90.

Known widely as Il Commendatore, he passed away in Maranello, a town in Emilia-Romagna a few kilometres from Modena, where he had a house, the Villa Rosa, literally opposite Ferrari’s headquarters, where he continued to supervise operations almost to his death. He had reportedly been suffering from kidney disease.

Since the first Ferrari racing car was built in 1947 and the Scuderia Ferrari team’s famous prancing stallion symbol has been carried to victory in 228 Formula One Grand Prix races and brought home 15 drivers’ championships and 16 manufacturers’ championship.

Always an exclusive marque, the number of Ferraris produced for road use since the company began to build cars for sale rather than simply to race is in excess of 150,000.

Born Enzo Anselmo Ferrari in 1898 in Modena, he attended his first motor race in Bologna at the age of 10 and developed a passion for fast cars rivalled only by his love of opera.

He endured tragedy in 1916 when both his brother and his father died in a flu epidemic and was fortunate to survive another epidemic two years later, when he became seriously ill while serving with the army.

A young Enzo Ferrari pictured at the
wheel of a racing car

In 1919, he moved to Milan to work as a test driver, joining Alfa Romeo the following year. It was after winning a race in 1923 that he met the parents of First World War flying ace Francesco Baracca, who suggested the young driver use the emblem that decorated their son's plane for good luck – a prancing horse.

In 1929, he formed the Scuderia Ferrari motor racing team, which was essentially the racing division of Alfa Romeo, although that arrangement came to an end in 1937 – six years after he retired as a driver – when Alfa claimed back control of its racing operation.

Soon after leaving Alfa Romeo, Enzo Ferrari opened a workshop in Modena but the outbreak of the Second World War stalled its progress, and the first Ferrari racing car – the 125S - was not completed until 1947.

The marque scored its first win in the same year, at the Rome Grand Prix, and went on to notch victories at the Mille Miglia in 1948, the 24 Hours of Le Mans in 1949 and the British Grand Prix in 1951.

In 1952 and 1953, Ferrari driver Alberto Ascari won the newly launched Formula One world championship. Around this time, the company also began producing cars for road use, with rich and famous clients soon queuing up for the chance to own one as its reputation grew as the ultimate automotive status symbol.

The Ferrari museum at Maranello has a reconstruction of Enzo's
 office with a waxwork of 'il Commendatore' at his desk

Enzo suffered more personal tragedy in 1956 with the death of his son Dino from muscular dystrophy, during a period in which six of his drivers were killed and one of his cars went out of control in the 1957 Mille Miglia, killing nine spectators. Afterwards he became increasingly reclusive.

Financial issues prompted him to sell 50 per cent of Ferrari to Fiat in 1969 and he formally resigned as president of the company in 1977, although he remained involved with day-to-day running.

The Ferrari name lives on as a public company with its legal headquarters in Amsterdam. Enzo’s second son, Piero, owns 10 per cent of the company.

Ferrari's famous 'prancing horse'
at the Maranello factory

Travel tip:

Maranello, a town of around 17,000 inhabitants 18 km (11 miles) from Modena, has been the location for the Ferrari factory since the early 1940s, when Enzo Ferrari transferred operations from Modena, due to bombing during the Second World War. The public museum Museo Ferrari, which displays sports and racing cars and trophies, is also in Maranello. In another sport, Maranello is also the starting point of the annual Italian Marathon, which finishes in nearby Carpi.

Travel tip:

Modena should be high up the list of any visitor’s must-see places in northern Italy. One of the country’s major centres for food – the home of balsamic vinegar and tortellini among other things – it has a large number of top-quality restaurants among its narrow streets. The ideal base for visiting Ferrari’s headquarters at Maranello, it also has a beautiful Romanesque cathedral and is the birthplace of the great tenor Luciano Pavarotti, whose former home in Stradello Nava, about 8km (5 miles) from the centre of the city is now a museum.

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Vittorio Jano - motor racing engineer

Genius behind the success of Alfa Romeo, Lancia and Ferrari

Vittorio Jano

Born on this day in 1891, Vittorio Jano was among the greatest engine designers in motor racing history. 

Jano's engines powered cars for Fiat, Alfa Romeo, Lancia and Ferrari during a career that spanned four decades, winning numerous Grand Prix races.  The legendary Argentinian Juan Manuel Fangio won the fourth of his five Formula One world championships in Jano's Lancia-Ferrari D50, in 1956.

Almost 30 years earlier, Jano's Alfa Romeo P2 won the very first Grand Prix world championship in 1925, while its successor, the P3, scored a staggering 46 race wins between 1932 and 1935.

He worked for Ferrari from the mid-50s onwards, where his greatest legacy was the V-8 Dino engine, which was the staple of Ferrari cars on the track and the road between 1966 and 2004.

Jano's parents were from Hungary, but settled in Italy, where his father worked as a mechanical engineer in Turin.  He was born in the small town of San Giorgio Canavese in Piedmont, about 35 kilometres north of Turin, and was originally called Viktor János.

Following his father into engineering, he joined Fiat at the age of just 20 and by 1921 was head of the design team.  Two years later, partly on the recommendation of Enzo Ferrari, then a young driver, he was hired by Milan-based Alfa Romeo, who were keen to raise their profile by becoming a successful name on the track.

They almost doubled his salary from 1800 lire per year with Fiat to 3500 lire per year but it was money well spent.  Jano's P2 car won its debut race in 1924, driven by Antonio Ascari, and gave the company the Grand Prix world championship the following year.

Its successor, the P3, was the first genuine single-seat racing car in Grand Prix racing.  Like the P2, it made a successful first appearance on the track, winning the 1932 Italian Grand Prix in the hands of the great Italian driver Tazio Nuvolari.  By this time Jano was effectively working for Ferrari.  Enzo had switched roles from driver to team manager and his Scuderia Ferrari had become Alfa Romeo's works team, taking over the racing operation completely when the parent company hit financial troubles in 1933.

Alberto Ascari pictured in the Lancia-Ferrari D50

But before he became a Ferrari employee, Jano returned to Turin in 1937 to join Lancia as chief development engineer. Jano was involved in making aircraft engines during World War II but returned to building cars, launching the successful D24 road racing car and then the D50 Formula One car, again for the Scuderia Ferrari team.

He moved to Ferrari in 1955 after Lancia, stunned by the death at 36 of their main driver, Alberto Ascari, during a test session at Monza, stepped away from racing. Ironically, Alberto's father, Antonio, had died at the wheel of Jano's Alfa Romeo P2 during the French Grand Prix of 1925, also aged 36.

Ferrari took over Lancia’s Grand Prix operations and Jano moved to their headquarters at Maranello, just outside Modena in Emilia-Romagna.

At Ferrari, Jano began working on a V-6 engine for Formula Two cars with Enzo’s son, Dino. Tragically, Dino died in 1956, struck down with muscular dystrophy, a year before the engine's debut.

The V-6 Dino engine was a commercial success, used in many of Ferrari's road-going vehicles before it was superseded in the mid-1960s by the V-8 version, which would eventually become the staple for Ferrari's luxury sports car range, from the 308 GTB produced under the original Dino badge in 1973 to the Berlinettas and Spiders in the 1990s, phased out only after the Modena 360 was discontinued in 2004.

Jano died in 1965, a month short of his 74th birthday, from self-inflicted gunshot wounds after being diagnosed with cancer.

Fiat's extraordinary Lingotto factory in Turin, complete
with its famous rooftop test track

Travel tip:

It was during Vittorio Jano's time at Fiat that the company was building its iconic factory in the Lingotto district of Turin, famous for a production line that progressed upwards through its five floors, with completed cars emerging on to a then-unique steeply banked test track at rooftop level. At the time the largest car factory in the world, built to a starkly linear design by the Futurist architect Giacomo Matte Trucco, it was closed in 1982 but reopened in 1989. Redesigned by the award-winning contemporary architect Renzo Piano, it now houses concert halls, a theatre, a convention centre, shopping arcades and a hotel, as well as the Automotive Engineering faculty of the Polytechnic University of Turin.  The rooftop track, which featured in the Michael Caine movie, The Italian Job, has been preserved and can still be visited today.

Travel tip:

The town of Maranello, 18 km from Modena, has been the home of the Ferrari car factory since the early 1940s, when Enzo Ferrari moved production from the Scuderia Ferrari Garage and Factory in Modena.  Visitors can sample the rich history of the company at the Museo Ferrari, which not only includes many impressive exhibits but interactive features such as Formula One simulators and an opportunity to take part in a pit lane tyre change, plus the chance to be photographed at the wheel of a Ferrari car.  For more information visit www.museomaranello.ferrari.com

More reading:

Italian designer of iconic Triumph sports cars


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