FIFA has secured a long-term exclusive licensing agreement with Fanatics, its new partner for collectibles. Starting in 2031, Fanatics-owned Topps will produce trading cards, stickers, and trading card games for the World Cup and other FIFA tournaments, replacing longtime licensee Panini.
While the financial details were not revealed, a source familiar with the arrangement confirmed that the deal “spans multiple [World Cup] cycles.”
“Across the sports landscape, we see that Fanatics is driving massive innovation in collectibles that provides fans with a new, meaningful way to engage with their favorite teams and with their favourite players,” said FIFA President Gianni Infantino. “This provides another important commercial revenue stream that we channel back, as always, into the game, into football.”
The shift ends Panini’s decades-long association with FIFA World Cup stickers. Apart from the 1994 tournament, Panini had produced World Cup stickers and cards since 1970. Notably, Topps had already taken over as UEFA’s exclusive trading card and sticker licensee through 2028.
Fanatics founder and CEO Michael Rubin called the FIFA deal “a pretty meaningful addition to us” in an interview with ESPN. “It represents the single biggest thing globally we could do to grow our business.” He pointed to UEFA’s collectibles growth – from a $15 million business to over $200 million – as a template. Fanatics’ collectibles revenue is expected to approach $5 billion in 2026.
The company has also locked in exclusive licenses for national teams from Brazil, England, Germany, Italy, and Argentina, as well as US rights.
The agreement intensifies an ongoing legal battle. Panini and Fanatics remain locked in litigation, with Panini accusing Fanatics of monopolisation after losing licenses for the NBA, NFL, Premier League, MLB, and Bundesliga. Fanatics has countersued, alleging deceitful trade practices.
Panini, reportedly valued at $5.8 billion, has appointed Citigroup to explore strategic corporate and financial options.
