End of an Era: FIFA to Move World Cup Collectibles License from Panini to Fanatics in 2031

For generations of football fans, the ritual has been the same: the crinkle of foil packets, the meticulous placement of a star striker into a glossy album, and the frantic trading of duplicates on school playgrounds and city squares. Panini stickers are more than just collectibles. they are a global cultural currency. However, that historic partnership is officially coming to an end.

FIFA has announced a landmark, long-term exclusive licensing agreement with Fanatics, the American sports commerce giant. Starting in 2031, the production of official FIFA World Cup trading cards, stickers, and trading card games will shift from the Italian-based Panini to Topps, a brand owned by Fanatics. The deal encompasses both physical and digital collectibles, signaling a massive pivot in how the world’s most popular sport engages with its fanbase.

La Fédération internationale de football a annoncé jeudi 7 mai la fin de son partenariat de longue date avec la société italienne spécialisée dans les albums de vignettes à collectionner. La Fifa a choisi de s’engager avec l’entreprise américaine Fanatics à partir de 2031.

As someone who has covered the World Cup for over a decade, I’ve seen the game evolve in countless ways—from the introduction of VAR to the expansion of the tournament format. But this shift in the collectibles space feels different. It is a transition from a traditional, nostalgia-driven model to a high-tech, data-driven approach to sports merchandising.

A 60-Year Legacy: The Panini Dynasty

To understand the weight of this announcement, one must look at the history. Panini has been the primary architect of the World Cup sticker experience for nearly 60 years. The partnership began in 1970, transforming the act of collecting into a global phenomenon that transcends language and borders. With the exception of the 1994 tournament, Panini has remained the constant companion of every World Cup cycle.

The “Panini album” became a shorthand for football passion. From the legendary 1970s squads to the modern era of Messi and Mbappé, Panini captured the game’s iconography. Their dominance was rooted in a simple, physical pleasure that resisted the digital tide for decades. However, the landscape of collectibles has shifted toward “high-end” assets, scarcity, and integrated digital experiences—areas where Fanatics now holds the advantage.

The Fanatics Strategy: Global Expansion and Innovation

For Fanatics and its CEO Michael Rubin, this deal is about far more than just stickers. It is a strategic beachhead for global expansion. Currently, the company’s collectibles business is heavily concentrated in the United States, with roughly 85 percent of its revenue originating there. By securing the FIFA license, Fanatics gains immediate, institutional access to every football-loving corner of the planet.

“As we think about how to expand globally, which is how we turn this into a much bigger business, there’s nothing more important than FIFA,” Rubin stated. The goal is clear: leverage the world’s most popular tournament to diversify the company’s footprint and move beyond the North American market.

FIFA President Gianni Infantino echoed this sentiment, emphasizing the need for innovation. Infantino noted that Fanatics is driving “massive innovation in sports collectibles,” providing fans with new, meaningful ways to engage with their favorite players. From a commercial perspective, the move creates a fresh revenue stream that FIFA intends to channel back into the development of football globally.

The New Era of “High-End” Collectibles

When the Fanatics/Topps era begins in 2031, fans should expect a product that looks highly different from the traditional Panini sticker. The agreement introduces several key innovations designed to appeal to the modern “investor-collector”:

• Jersey Patch Programs: One of the most anticipated additions is the inclusion of authentic player jersey patches—including debut patches—inserted directly into trading cards.
• Digital Integration: The deal covers both physical and digital collectibles, likely bridging the gap between physical cards and digital ownership (NFTs or similar blockchain-based assets).
• Topps Branding: While Fanatics holds the corporate license, the products will be developed and produced under the storied Topps brand, which has its own deep history in sports cards.

For the average fan, this means the “hunt” for a rare card will move from simply finding a “shiny” sticker to seeking out a piece of a player’s actual game-worn kit. It is a shift toward the “memorabilia” model that has dominated the NFL and NBA markets for years.

Investing in the Next Generation

One of the most significant components of the contract is a philanthropic commitment to youth football. As part of the agreement, Fanatics will distribute more than $150 million in free collectibles to children globally over the lifetime of the partnership.

This is a savvy move. By putting collectibles into the hands of children in emerging football markets, Fanatics isn’t just donating; they are cultivating the next generation of collectors. In the world of sports business, brand loyalty starts early. By associating the Topps brand with the joy of the game for millions of kids, Fanatics is ensuring the long-term viability of their investment.

The Long Runway: Why 2031?

The most striking detail of the announcement is the timeline. We are currently in 2026, yet the license doesn’t fully shift until 2031. This gives Panini a five-year window to continue its operations through the 2026 and 2030 World Cup cycles.

This extended transition period is likely a result of existing contractual obligations and the sheer complexity of a global rollout. It also allows Panini to wind down its FIFA operations while Fanatics builds the infrastructure necessary to handle a global launch of this magnitude. For collectors, this means the traditional Panini experience isn’t disappearing overnight; we have one last “golden era” of stickers before the paradigm shifts.

Analysis: What This Means for the Sport

From an editorial perspective, this move reflects a broader trend in sports: the “financialization” of fandom. For decades, collecting was a hobby. Today, it is an asset class. The move toward jersey patches and exclusive “limited drops” caters to a market where cards are traded like stocks.

However, there is a risk. The beauty of Panini was its accessibility. A child in a village in Senegal or a suburb in Brazil could buy a few packets and feel connected to the stars of the game. As the industry moves toward “high-end” collectibles, FIFA and Fanatics must ensure they don’t alienate the grassroots fanbase in favor of high-net-worth collectors in the U.S. And Europe.

The $150 million youth initiative is a start, but the challenge will be maintaining the “magic” of the album—the social aspect of trading and the simple joy of completion—while introducing the complexities of digital assets and memorabilia.

Looking Ahead

As we move toward the 2026 World Cup, the shadow of 2031 looms large. Panini will undoubtedly look to make its final few tournaments a triumphant farewell, while Fanatics begins the quiet work of building a global empire.

For now, the albums remain. The trades continue. But the game of collecting is about to change forever.

Next Checkpoint: Keep an eye on the official FIFA announcements regarding the 2026 World Cup collectibles launch to see if Panini introduces any “legacy” features to mark the beginning of the end.

What are your thoughts on the switch? Do you prefer the traditional sticker album or are you excited for jersey patches and digital collectibles? Let us know in the comments below.