End of an Era: FIFA Shifts Trading Card Partnership from Panini to Fanatics and Topps
In a monumental shift for the sports collectibles industry, FIFA has announced it will end its long-standing partnership with Panini, naming Fanatics-owned Topps as its new official trading card partner. The transition, which will take effect in 2031, marks the conclusion of a relationship between FIFA and Panini that has spanned nearly six decades.
- Effective Date: The Topps partnership begins in 2031.
- Scope: Covers physical and digital collectibles, trading cards, stickers, and trading card games for the World Cup and other FIFA events.
- Youth Impact: Fanatics will provide more than $150 million in collectibles to children globally over the life of the contract.
- Innovation: Topps will introduce player patches to international soccer for the first time.
A Historic Pivot in Sports Merchandising
For the majority of fans, FIFA World Cup stickers have been synonymous with Panini. The partnership began in 1970 and, with the exception of the 1994 event, has remained intact for nearly 60 years. However, the governing body is now looking toward a more tech-driven future.
The new agreement allows Topps to produce a wide array of products, including digital collectibles and trading card games, coinciding with the growing demand for diversified sports memorabilia. FIFA President Gianni Infantino emphasized that the move is driven by a desire for modernization.
“With Fanatics, we see that they are driving massive innovation in sports collectibles that does provide fans with a new, meaningful way to engage with their favorite teams and with their favorite players,” Infantino stated. “So, from FIFA’s point of view, we can globalize that fan engagement precisely thanks to our global tournament portfolio.”
Global Expansion and Innovation
For Fanatics, this deal is a strategic cornerstone for international growth. While the company has a dominant presence in the U.S. Market, the partnership with FIFA provides an immediate gateway to a global audience.
Michael Rubin, CEO of Fanatics, noted that the company’s collectibles business is currently approximately 85 percent based in the U.S. He described the FIFA partnership as the most important step in expanding the business globally, aiming to elevate storytelling around the game.
One of the most anticipated additions to the product line is the introduction of player patches to international soccer. This program—which has already seen significant success in other sports—involves incorporating pieces of game-worn jerseys into the cards. Topps has already seen high-value sales for such items in other leagues, including a Michael Jordan and Kobe Bryant patch card that sold for $3.2 million in December.
The Fallout for Panini
The loss of the FIFA license is a significant blow to Panini, which has seen its grip on the sports card market slip as Fanatics aggressively acquires licensing rights. Topps already holds exclusive rights for the NBA, MLB, and F1.
The transition is not happening in a vacuum; the two companies are currently embroiled in a legal battle. According to reports from Yahoo Sports, Panini filed a lawsuit in 2023 alleging that Topps was creating a monopoly, while Topps has filed its own countersuit. This antitrust struggle continues as the industry shifts toward the Fanatics ecosystem.
Immediate Fan Engagement
While the full Topps transition doesn’t occur until 2031, Fanatics is already deeply integrated into FIFA’s current operations as the retail and merchandise partner for this summer’s World Cup. Fans can expect to see the Fanatics brand prominently featured during the tournament’s climax:
- July 17: Fanatics Fest will host the pre-match press conferences for the World Cup final.
- July 19: Fanatics Fest will host an official watch party for the final.
Panini will remain the licensee for FIFA World Cup cards and sticker books through the 2030 tournament, ensuring a gradual handover of the most coveted licenses in the hobby.
Frequently Asked Questions
When do the Topps FIFA cards start?
Topps will begin producing FIFA stickers, trading cards, and collectibles starting in 2031.
Will Panini still produce stickers for the 2026 World Cup?
Yes. Panini’s current agreement covers the 2026 men’s FIFA World Cup as well as the 2030 edition.
What are “player patches”?
Player patches are collectible cards that feature a physical piece of a player’s game-worn jersey embedded into the card, adding significant value and authenticity for collectors.
How is Fanatics supporting youth sports?
As part of the contract, Fanatics has committed to giving away more than $150 million in collectibles to children globally over the lifetime of the partnership.