FIFA has officially ended its decades-long partnership with Italian sticker manufacturer Panini, announcing a new multi-year agreement with Fanatics to produce trading cards and collectibles for the FIFA World Cup and other tournaments.
The deal, confirmed on May 8, 2026, grants Fanatics exclusive rights to manufacture and distribute physical and digital trading cards for FIFA events starting with the 2026 FIFA World Cup. This marks a significant shift in the sports collectibles market, as Panini had been FIFA's official partner since 1970.
Fanatics, a U.S.-based sports merchandise giant, has been aggressively expanding into the trading card space. The company acquired Topps in 2022 and has since secured licensing agreements with major sports leagues, including the NFL, NBA, and MLB.
Financial terms of the FIFA-Fanatics deal were not disclosed. However, industry analysts expect the partnership to generate substantial revenue through both physical card sets and digital collectibles, including non-fungible tokens (NFTs).
Panini, which had produced iconic World Cup sticker albums for generations of fans, expressed disappointment but said it would focus on other football partnerships, including with UEFA and various national teams.
