FIFA and Panini, the iconic sticker manufacturer, have confirmed that their licensing agreement for official World Cup sticker albums will conclude in 2031. This marks the end of a partnership that began in 1970, when Panini first produced stickers for the FIFA World Cup in Mexico.
The decision was announced as part of FIFA's broader strategy to reassess its commercial partnerships. Panini's stickers have become a global collectible phenomenon, with millions of fans swapping and collecting them during each World Cup cycle.
According to official statements, the agreement covers the 2026, 2030, and 2031 FIFA events. After 2031, FIFA may seek new partners or develop its own sticker products. Panini has expressed pride in its long association with FIFA but has not commented on future plans.
Industry analysts note that the collectibles market has evolved with digital alternatives, but physical stickers remain popular. The end of this partnership could open opportunities for other companies, such as Topps or digital platforms.
