The end of FIFA’s partnership with Panini suggests a change in how football’s biggest tournaments are being commercialised.
FIFA has announced an exclusive collectables partnership with Fanatics, ending a relationship with Panini which lasted more than six decades.
The agreement, which comes into full effect from 2031, covers physical and digital collectables across FIFA tournaments and events, with products developed through Fanatics Collectibles and distributed under the Topps brand.
“Across the sports landscape, we see that Fanatics is driving massive innovation in collectables that provides fans with a new, meaningful way to engage with their favourite teams and with their favourite players,” said FIFA President Gianni Infantino.
Fanatics founder and CEO Michael Rubin said the partnership would help transform how football stories and collectables are presented to fans globally, describing the sport as “the biggest growth opportunity in sports”.
As part of the deal, FIFA and Fanatics will also introduce player jersey patch programmes into international football collectables for the first time, including debut patches embedded into trading cards.
FIFA ‘inspired’ by the US
The Fanatics partnership is the latest example of FIFA leaning further into North American sports commercialisation ahead of the 2026 World Cup in the US, Canada and Mexico.
In the build-up to this summer’s tournament, the governing body has adopted strategies more commonly associated with American sports leagues, including dynamic ticket pricing, expanded hospitality packages and fan experiences such as half-time shows.
This collectables deal is yet another instance of this, according to Infantino. He told The Athletic that FIFA sees collectables as part of a broader commercial evolution for football.
Not every decision taken by FIFA has been well received by supporters, particularly around ticketing after reports emerged of four-figure prices for some matches.
US President Donald Trump, who has grown closer to the organisation in recent months, even had his say, telling the New York Post: “I wouldn’t pay it either, to be honest.”
The end of FIFA and Panini
The deal also sees the end of one of football’s longest-standing commercial partnerships.
Panini had held FIFA’s sticker and trading card rights since the 1970 World Cup, with its World Cup sticker albums becoming a much-loved part of tournament culture across generations of fans.
However, Fanatics has expanded its presence within the global collectables market over recent years, and this isn’t the first time it has replaced its older rival
The company secured exclusive NFL and NFLPA trading card rights previously held by Panini, while also taking over NBA licensing agreements. Fanatics additionally replaced Panini as the official supplier of Premier League stickers and trading cards from the 2025/26 season.
These commercial tassels have led to legal disputes between the two companies, with Panini accusing Fanatics of anti-competitive behaviour and monopolisation within the sports card industry.
Fanatics answered back with allegations of unfair trade practices and misconduct tied to licensing negotiations.
“We’re incredibly excited to partner with FIFA to deliver truly innovative products that bring fans and collectors closer to their favourite players in the biggest competitions,” said Fanatics Collectibles CEO Mike Mahan.
“Through our cutting-edge offerings we look forward to helping grow both the hobby and the global game as a whole.”
