The World Cup Souvenir Cards were produced to acknowledge 'England World
Cup candidates plus international stars of world renown'. The cards were
obtained by cutting out coupons which appeared in the Daily Sketch. You
needed to collect 5 coupons then send them to the newspaper who sent you
5 cards (as a strip of 5). The first coupons appeared in the newspaper dated
23 February 1970.
These transfers were issued as two sheets, each of 14. They were often
cut into single transfers and stuck onto school books. I'm not sure how
you got them or much more about them. The stickers were designed to be
stuck onto the Daily Sketch 1970 World Cup Picture Chart.