FIFA Pivot: Fanatics to Replace Panini as Official Collectibles Partner

FIFA has announced a landmark shift in its merchandise strategy, selecting Fanatics to become its long-term exclusive licensing partner for trading cards and stickers starting in 2031. This move marks the end of an era for Panini, which has held the rights to produce World Cup stickers and cards for decades. Under the new agreement, Topps—a brand now owned by Fanatics—will take the lead in developing a new ecosystem of sports collectibles.

The deal highlights the growing dominance of Fanatics in the global sports memorabilia market. By securing the rights to the world’s most-watched sporting event, Fanatics is positioned to overhaul how fans engage with physical and digital collectibles. The shift is expected to include a heavy emphasis on digital trading card games and integrated fan experiences that Panini had been slower to adopt.

For collectors, the 2026 and 2030 World Cups will likely be the final opportunities to purchase the traditional Panini sticker albums that have been a staple of soccer culture for generations. FIFA’s decision reflects a broader trend of sports organizations seeking more aggressive commercial partners capable of navigating the transition from physical goods to digital assets.