Fanatics to Replace Panini as FIFA’s Official Collectibles Partner
FIFA has officially signed a major long-term collectibles licensing agreement with Fanatics that will begin in 2031, marking one of the biggest changes in football memorabilia history. Under the new partnership, Fanatics Collectibles and its Topps brand will become the exclusive producer of FIFA trading cards, sticker collections, and trading card games connected to FIFA tournaments and events.
The agreement will bring an end to Panini’s decades-long dominance in the FIFA collectibles market. Panini has produced official FIFA World Cup sticker albums and trading products since the 1970 FIFA World Cup, making the transition a historic moment for football collectors worldwide.
According to FIFA, Panini will continue producing official collectibles through the 2030 FIFA World Cup before Fanatics officially takes over the licensing rights in 2031.
New Era for FIFA World Cup Collectibles
The partnership signals the beginning of a new era for FIFA collectibles as Fanatics plans to modernize both physical and digital fan experiences. The company intends to expand collectible offerings across multiple formats while introducing new technology-driven products aimed at younger global audiences.
Fanatics acquired the iconic Topps brand in 2022 as part of its rapid expansion into the sports collectibles industry. Since then, the company has aggressively pursued major licensing deals across global sports leagues and organizations.
Industry analysts believe the FIFA agreement could significantly strengthen Fanatics’ position in the global football market, especially as international football continues growing commercially across North America, Europe, Asia, and Africa.
The company is expected to develop trading cards, sticker collections, digital collectibles, and interactive fan engagement products connected to future FIFA tournaments.
Match-Worn Jersey Patches to Be Introduced
One of the biggest innovations announced as part of the agreement is the introduction of player jersey patch memorabilia within FIFA trading cards.
Starting in 2031, select collectibles will reportedly include match-worn jersey patches from players participating in FIFA tournaments. The deal will also introduce special debut patches for footballers making their first FIFA World Cup appearance.
This style of premium memorabilia has already become extremely popular across American sports such as Major League Baseball and the NFL, where collectors often pay significant amounts for rare player patch cards.
The addition of authentic match-worn memorabilia is expected to increase collector interest and potentially reshape the football trading card market globally.
FIFA Focuses on Modern Fan Engagement
FIFA President Gianni Infantino described the partnership as an important step toward modernizing fan engagement through sports collectibles and entertainment.
According to FIFA officials, the organization believes Fanatics has established itself as one of the most innovative companies in the global sports merchandise and collectibles industry. The governing body expects the collaboration to help expand football culture among younger generations of supporters.
The partnership also reflects FIFA’s broader strategy of building stronger commercial relationships ahead of upcoming World Cups and global football competitions.
Officials stated that collectibles remain a major part of football culture and fan identity, particularly during international tournaments where sticker albums and trading cards continue attracting millions of collectors worldwide.
Fanatics Expands Global Sports Empire
The FIFA deal further strengthens Fanatics’ rapidly growing influence across sports merchandising, collectibles, betting, and entertainment sectors.
Founder and CEO Michael Rubin described the partnership as a historic moment for the company and emphasized the enormous global potential of football collectibles. He stated that football remains one of the biggest opportunities within the international sports market.
Over the past several years, Fanatics has aggressively expanded its business operations through acquisitions, partnerships, and licensing agreements with major sports organizations worldwide.
The company already operates across merchandise retail, trading cards, sports betting, live events, and digital fan engagement products, making it one of the fastest-growing businesses in the global sports industry.
FIFA and Fanatics Deepen Existing Relationship
The collectibles agreement also expands the existing relationship between FIFA and Fanatics beyond trading cards and sticker products.
Fanatics is already serving as the official retail and merchandising partner for the FIFA World Cup 2026, which will be hosted across the United States, Canada, and Mexico. The company will manage merchandise sales at stadiums and FIFA Fan Festival locations during the tournament.
Additionally, FIFA confirmed that Fanatics Fest NYC will host pre-match press conferences for the FIFA World Cup 2026 Final. The event is also expected to include a major World Cup Final watch party designed to attract thousands of football supporters.
The growing partnership demonstrates FIFA’s increasing interest in combining sports, entertainment, merchandising, and fan experiences into a more unified global business model.
Youth Football Development Included in the Deal
As part of the agreement, Fanatics announced plans to distribute more than $150 million worth of collectibles free of charge to support youth football development initiatives globally.
The initiative aims to encourage greater participation and engagement among young football fans while expanding access to FIFA collectibles in emerging markets.
FIFA stated that the program will help connect younger audiences to football culture and create stronger long-term engagement with the sport through collecting activities.
The partnership is expected to play a major role in shaping the future of football collectibles, trading cards, and global fan experiences throughout the next decade.
