Stephen Butler, now 69, has finally completed a collection he started nearly six decades ago. The 1970 Panini World Cup sticker book, which he began as a 13-year-old boy in Lancashire, now has its final piece in place. The missing sticker, representing Chile, was purchased online for £150, making the book worth thousands of pounds. However, Butler has no intention of selling it, as it holds immense sentimental value.
A Stroll Down Memory Lane
Butler discovered the old sticker book five years ago while moving house. Buried in a box in the loft alongside his school cap, exercise books, and photos, the album brought back vivid memories of the 1970 World Cup. At that time, England were the defending champions, having beaten West Germany in the 1966 final. The tournament was held in Mexico City, and Butler recalls watching the matches in color for the first time on his father's new television.
As he flipped through the pages, Butler remembered his favorite players, including Pelé and Jairzinho of Brazil, and Italian stars like Boninsegna and Facchetti. The 1970 World Cup marked the beginning of Panini's 60-year partnership with FIFA, which is set to end in 2030. Back then, Butler paid five pre-decimalisation pennies for a pack of four stickers at local shops.
The Missing Sticker
Decades later, Butler noticed that one sticker was missing: Chile's emblem, earned for hosting the 1962 World Cup in Santiago. For five more years, the book remained incomplete. Recently, hearing on the radio that Panini would stop producing FIFA sticker books, Butler decided to finish what he started. He searched online and found the missing Chile sticker for £150.
Complete 1970s sticker books have sold at auction for between £7,000 and £10,000, making Butler's purchase a bargain. However, he values the memories more than the money. "It's a part of my life – it brings back interesting memories," he said. "My memories are not someone else's."
Butler lives near Chichester with his wife, Helen, and has three adult children who are eager to inherit the sticker book. "They'll have to bid for it, won't they?" he joked.
