With the FIFA World Cup less than a month away, a different kind of competition is heating up across Argentina—one that doesn't involve a ball or a goal. Thousands of fans are flocking to plazas, notebooks and sticker albums in hand, ready to trade, haggle, and complete their Panini World Cup sticker collections. It's a tradition that has become as iconic as the tournament itself.

For over 50 years, Panini sticker books have been a cherished part of the World Cup experience, turning schools, offices, and public squares into bustling marketplaces for rare finds and duplicates. In South America, the art of swapping is taken to another level, with WhatsApp groups, apps, and websites springing up to help collectors connect.

In Buenos Aires this past Sunday, crowds gathered in the heart of the city, spreading multicolored sticker decks across tables like poker chips. Children carefully pressed stickers into their albums, while adults strategized over who had the most valuable swap. "This connects you with the world," said Juan Valora, a fan collecting with his girlfriend. "If it were all virtual, you'd miss the human touch—the face-to-face exchange, the excitement of seeing the cards in person."

This year's collection is the largest ever, reflecting the tournament's expansion from 32 to 48 teams. Each pack contains seven stickers and costs around $1.50 in Argentina and Uruguay. While the legendary sticker books—some selling online for thousands of dollars—will end after the 2030 World Cup when Fanatics takes over as FIFA's exclusive partner, the passion for collecting is far from fading.

Some collectors are skipping the trading hassle altogether, buying boxes of up to 104 packs for $180, often in installments, along with bundled albums. Even the rarest stickers—featuring stars like Lionel Messi, Cristiano Ronaldo, or Kylian Mbappé—are now available for purchase. "It's a way to avoid spending extra money," one collector noted, "but it takes away some of the fun of the hunt."

Whether you're a seasoned trader or a first-time collector, the World Cup sticker craze is a reminder that the love of the game extends far beyond the pitch.