FIFA President Gianni Infantino confirmed on Thursday that the organization has signed a deal with Fanatics, the American sports collectibles powerhouse, to become the exclusive producer of its stickers, albums, and trading cards starting in 2031, bringing an end to a nearly 60-year collaboration with Panini.
“FIFA and Fanatics have expanded their already successful and diverse commercial partnership by signing an exclusive long-term licensing agreement—taking full effect in 2031—for both physical and digital collectibles, including trading cards and stickers,” FIFA stated in a press release.
The new agreement will kick in once FIFA’s current contract with Panini concludes. The Italian company had been handling FIFA collectibles since 1970, when it launched the first sticker album for the World Cup in Mexico.
Under the deal, Fanatics will introduce innovative products, such as a jersey patch program incorporated into the stickers. This concept is already standard in major U.S. leagues, where Fanatics dominates the market, offering cards with special patches worn during games by stars like LeBron James (NBA), Josh Allen (NFL), and Shohei Ohtani (MLB).
“Fanatics is a true leader in innovation within the sports collectibles industry. The brand gives fans a unique and exciting way to engage with their favorite teams and players,” said FIFA President Gianni Infantino, as quoted in the announcement.
As part of the agreement, both organizations noted that Fanatics “will help foster youth football worldwide by distributing collectibles free of charge, valued at over $150 million.”
FIFA already works with Fanatics for the 2026 World Cup, where the brand serves as the official retail and merchandise operator. Additionally, Fanatics will sponsor a festival in New York ahead of the World Cup final, promoting fan interaction and hosting press conferences with coaches and players from the finalist teams.
