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‘Got!’: Panini 1970 World Cup sticker book completed after 56 years | Panini stickers
This week, Stephen Butler completed a collection that he started almost 60 years ago. With the final piece in place, it’s now worth thousands of pounds, but he has no interest in selling it.
Butler was moving house five years ago when he stumbled across a box in the loft that he had not thought about in years. Inside was his old school cap, some exercise books, photos and, in the middle of it all, a 1970 Panini World Cup sticker book.
“It brought back an awful lot of memories,” said Butler.
The 1970 World Cup meant everything to Stephen at the time. He was a 13-year-old boy in the Ribble valley, Lancashire watching England play in colour for the first time, in Mexico City of all places. They had entered the tournament as cup holders, having beaten West Germany in the 1966 finals, which only added to the excitement.
“It was in colour, it was live, it was the other side of the world. So when Dad bought the colour television I thought bloody hell, bring on the school holidays.”
Decades later, Butler was surprised at the details that he still remembered. First and foremost was his concern for the players and how they would hold up in the heat, but as he flicked through the Panini sticker book he also reminisced on his favourites – Pelé and Jairzinho playing for Brazil in the final, Italian players such as Boninsegna and Facchetti, who impressed him if only with their exotic names.
The stickers were all devotedly collected in 1970, the year that marked the beginning of Panini’s 60-year partnership with Fifa, which ends in 2030. Back then, Butler paid five pre-decimalisation pennies for a pack of four stickers at the tobacconist or sweet shop. But as he flicked through the book as an adult, he noticed something: a sticker was missing.
It wasn’t a player, but a country: Chile had a sticker they earned for hosting the World Cup in Santiago, 1962, and Butler had not managed to find it in 1970.
So for five more years the collection remained unfinished, tucked away in a new box, in a new home. Until recently, when Butler heard on the radio that Panini was going to stop making the sticker books for Fifa.
“It’s a shame when that amount of heritage is lost,” says Butler. “It leaves a sour taste in the mouth.”
He looked at his book again, and thought about the missing sticker.
“Now, I’m no collector,” says Butler. But on this one occasion, he thought, he should try to finish the job. So he went online and, after some searching, found somebody selling the missing Chile sticker.
On the exact day Fifa announced that its partnership with Panini would end in 2030, Butler finished the collection he started in the year it began. He bought the Chile sticker for £150, which seemed high, but complete 1970s sticker books have auctioned for £7,000-£10,000.
“On the basis of five pennies for four stickers, I think it’s worth about 1,000 times more than what it would originally cost,” said Butler.
But he isn’t interested in selling it off. “It’s a part of my life – it brings back interesting memories,” he says. “My memories are not someone else’s, you know?”
Stephen Butler is 69 and lives near Chichester with his wife, Helen. They have three adult children “who would love to get their hands on [the sticker book]”.
“They’ll have to bid for it, won’t they?” he jokes.
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‘A place for everybody’: Stockholm to open its first publicly run sauna | Sweden
There is little doubt that Stockholm is a city of sauna-goers. All year round, from early morning to late into the night, the city’s residents can be seen emerging from wooden huts, a trail of woodsmoke coming from the chimney, and lowering themselves into the deep brackish waters of the Swedish capital’s shoreline.
But, for locals and visitors alike, getting access to one of these saunas can be a bit like getting into the world’s most exclusive private members’ clubs: the most popular waterside venues have years-long waiting lists of thousands and when new places open up they disappear in minutes. While a proportion of spots are sometimes bookable to non-members, they are difficult to come by.
In an attempt to change this, the city of Stockholm will in June open its first publicly run sauna with the mission of bringing “sauna for all”. The new facility, in Hornstull, a water-facing neighbourhood in the largely residential island of Södermalm, is a pilot project which authorities hope will be the first of many city-run, membership-free saunas.
Pia Karlsson, project manager from the City of Stockholm’s transport office, said the 5.5m Swedish kronor (£436,573) project had been born of a desire to move away from the prevailing model of “sauna for the few”. The municipality had wanted a sauna that was “100% accessible, so no membership. Accessible to the city’s residents and our guests”.
The Swedish capital has relatively clean water, the ideal geographical setup, stretched over several islands, and plenty of willing customers for bada bastu – the Swedish term for bathing and having a sauna – made internationally famous by Finland’s Eurovision entry last year, Bara Bada Bastu (Just Take a Sauna).
Despite all this, the city has been slow to capitalise on demand for accessible quayside saunas. Many are behind lock and key, privately owned by either member associations or individuals.
The scarcity is thrown into particularly sharp relief by the sauna scene in its Nordic neighbours. In the Norwegian capital, Oslo, despite a huge rise in popularity over the last decade, it is relatively easy to get a same-day sauna spot at one of the seven Oslo Sauna Association floating saunas. In Helsinki, Finland, where the ability to sauna is considered an essential part of daily life, there is an abundance of public saunas and even a waterside community-run sauna.
Stockholm’s new sauna arrived by tug boat on Tuesday. The site, which is overhung by weeping willows and where users will be able to swim, used to be home to Liljeholmsbadet, a 1930s floating public bathhouse that was removed last year after falling into disrepair. The city is also building a sauna jetty that will also be open to non-sauna-goers.
The new building, green in colour, which takes inspiration from the city’s historic painted wooden water pavilions, was designed by architect Dinell Johansson and built by Marinbastun, which also built the Oslo Sauna Association saunas.
Karlsson said: “A thought that we had with us from the political mission was sauna for all and a place for everybody. We are a public pontoon and a public space on public land. We wanted that to permeate the site.”
While they have been inspired by other countries, going on research trips to Finland and Denmark, the vision for Stockholm is part of a much broader vision, she said: “We know that we are not the first … but then we thought we could be best.”
Stockholm’s authorities say the sauna is part of a wider quay-side strategy aimed at opening up the city’s waterfronts, including new areas for swimming, walkways and seating areas.
It is also planning new guidelines requiring all sauna slots in the city centre to be fully publicly available to book.
The new booking rules have been criticised by some sauna associations, which say it could make it difficult to maintain the old membership model, which they say makes it cheaper for regular sauna users.
Karlsson believes the city and privately-run models “complement one another” and that the city’s pricing means they will not be undercutting other saunas.
But, at 150 kronor (£12) for 90 minutes, which is more expensive than guest sessions at many privately run saunas, the cost could be prohibitively expensive for some. Initially everybody will pay the same rate, but Karlsson said they would look at different pricing structures for students and pensioners once they have a sense of demand.
Mathias Leveborn, from Sthlm Sauna, which has a waiting list of 20,000 for membership across its saunas and 13,000 for one site, in nearby Vinterviken, alone, said demand for more sauna spaces was huge.
They had to wait for more than a year to get the go-ahead for a new project in Södermalm, due to open in September, he said. “It is great that Stockholm is finally starting to catch up with other Nordic countries. Basically, diversity is good,” he said.
Svante Spolander, operations manager at the Swedish Sauna Academy, said: “Interest in sauna has increased markedly in Sweden in recent years and people have to wait a long time for access to a sauna bathhouse. So it is very positive that more places are being built so that more people can benefit.”
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