Fanatics Topps to Replace Panini as FIFA's Trading Card Partner Starting 2031

Fanatics Topps to Replace Panini as FIFA's Trading Card Partner Starting 2031

"Global football should be our biggest business," declares Fanatics CEO Michael Rubin, who now possesses the licensing agreement to support that vision. FIFA has reached a long-term exclusive partnership with Fanatics, granting Topps — a Fanatics subsidiary — complete rights to manufacture World Cup trading cards, stickers, and trading card games beginning in 2031.

This marks the conclusion of one of sport collectibles' most enduring relationships. Since 1970, Panini has served as FIFA's official sticker licensee, covering every World Cup tournament except the 1994 edition. Nearly six decades of those iconic foil packages, the frantic sticker trading during school breaks, and the elusive special cards will transition to new ownership once the 2030 tournament concludes.

Fanatics' innovative approach to World Cup collectibles

This represents far more than simply changing the branding on sticker packages. Topps intends to launch Debut Patch cards for World Cup collections — a format already successful across the NFL, NBA, and MLB. The process works exactly as described: players wear specially manufactured patches on their jerseys during their inaugural World Cup appearance, which are then removed, authenticated, and incorporated into autographed trading cards. FIFA president Gianni Infantino has confirmed these match-worn patch programs will commence as early as the 2026 World Cup, well before the licensing agreement officially begins.

Rubin positions the FIFA partnership as the cornerstone of Fanatics' international growth strategy. Currently, approximately 85 percent of their collectibles revenue originates from the United States. The World Cup represents the solution to changing that dynamic.

Under the contract terms, Fanatics commits to distributing over $150 million worth of collectibles to young people worldwide throughout the agreement's duration — a significant component that adds community value beyond the commercial aspects.

Challenging times ahead for Panini

The loss of FIFA licensing in 2031 arrives during a particularly challenging period for Panini. The company had been considering a potential sale, with internal pitch materials revealing nearly $720 million in net sales from 2022 World Cup merchandise alone — establishing a single-event company milestone. Panini forecasts $1.48 billion in World Cup-related net sales for 2026 and $1.5 billion for 2030. These projections clarify why the company withdrew from sale discussions late last year: the 2026 tournament was expected to boost the company's valuation before completing any transaction.

Shareholders have subsequently retained Citigroup to assess strategic alternatives, with official statements excluding sales to competitors while maintaining openness to retaining current ownership, pursuing a public listing, or partnering with a strategic investor. Simultaneously, Panini continues pursuing an active lawsuit alleging anticompetitive conduct by Fanatics following the loss of its NBA and NFL licenses. Fanatics has responded with its own countersuit.

  • Fanatics anticipates generating more than $4 billion in collectibles revenue during 2026
  • Panini forecasts company-wide net sales reaching approximately $2.47 billion in 2026
  • Topps has already obtained future licensing rights for England, Brazil, Germany, Italy, Argentina, and United States national teams
  • Fanatics Fest 2025 has been rescheduled to align with the World Cup final on July 19 at MetLife Stadium
  • Fanatics was designated as exclusive retail operator for all 2026 World Cup stadium and fan festival venues in December

For the collectibles industry, this transition extends well beyond nostalgia. Panini's World Cup revenue forecasts illustrate the magnitude of what's at stake — and Fanatics, leveraging its patch programs and digital platform, is wagering it can expand those figures by implementing strategies proven successful in North American sports leagues to a truly worldwide market. Whether Topps sticker albums will ever evoke the same sentiment as Panini sticker albums remains an entirely separate matter. Some traditions don't survive corporate transitions.