For generations of football fans, the ritual of peeling open a fresh pack of Panini stickers and carefully placing them in a World Cup album has been a cherished tradition. But that iconic era is set to come to a close, as FIFA has officially announced a major shift in its collectibles partnership.
On Thursday, FIFA revealed it has expanded its existing deal with Fanatics to include all collectibles—including sticker albums, trading cards, and digital items—starting in 2031. This new agreement will effectively end the organization's nearly six-decade-long relationship with Panini, which began with the very first World Cup sticker collection released ahead of the 1970 tournament in Mexico. The partnership was set to reach its 60-year milestone in 2030, making the centenary World Cup finals that year the last to feature the classic Panini album.
The Panini World Cup sticker collections have become legendary among collectors. Their popularity was underscored in 2017 when a complete 1970 album sold for over £10,000 (approximately $13,554 at the time), a testament to the enduring nostalgia and value attached to these simple cardboard treasures.
FIFA President Gianni Infantino framed the decision as a forward-looking move to enhance fan engagement. "Across the sports landscape, we see that Fanatics are driving massive innovation in collectibles that provides fans with a new, meaningful way to engage with their favourite teams and with their favourite players," Infantino said. He added that the partnership would help "globalise that fan engagement" through FIFA's worldwide tournament portfolio and create "another important commercial revenue stream."
Fanatics CEO Michael Rubin echoed the enthusiasm, calling the announcement "a historic day in our company's history." He emphasized the growth potential of global football, stating, "When you combine the power of FIFA with the innovation and entrepreneurial backbone of Fanatics, together we're poised to elevate storytelling and collectibles around the game in a way that's never been seen before."
For now, fans can still look forward to the classic Panini experience at the upcoming 2026 World Cup, the 2027 Women's World Cup, and the 2030 centenary tournament. But after that, the sticker albums of yesterday will give way to a new chapter in football memorabilia—one that promises to change how collectors engage with the beautiful game.