The World Cup is swapping sticker brands, and it's a big deal in the sports collectibles world. FIFA just announced a new licensing agreement with Fanatics, ending a decades-long partnership with rival Panini. Starting in 2031, Fanatics-owned Topps will produce World Cup trading cards, stickers, and trading card games, marking a major shift for collectors worldwide.
This isn't just about stickers—it's about the entire fan experience. Fanatics will also introduce its signature patch business to the World Cup, with debut patches available as early as this summer. The deal spans multiple World Cup cycles, according to ESPN, giving Fanatics a long-term foothold in one of sports' most beloved traditions.
For context, Panini has been the go-to brand for World Cup stickers since 1970, with only the 1994 tournament breaking that streak. A Panini spokesperson emphasized the company's commitment to its current license, stating they'll continue delivering the experience fans love through the upcoming World Cup, the 2027 FIFA Women's World Cup, and the 2030 FIFA Men's World Cup.
This move is the latest chapter in an intense rivalry between Fanatics and Panini. The two companies have been locked in an antitrust legal battle since 2023, with Panini accusing Fanatics of monopolizing sports cards through illegal anticompetitive behavior. Fanatics denies these claims and has countersued. While a judge dismissed some of Panini's arguments last year, the core case is still in discovery, keeping the tension high between these two industry giants.
FIFA joins a growing list of major leagues that Fanatics has secured from Panini, including MLB, the NFL, the NBA, WWE, UEFA, and the Premier League. Panini has recently stated it's working with a bank to explore options that could "expand the company," though it denies any plans to sell to a competitor.
As Will Stern, who leads memorabilia strategy for Cllct, puts it: "The really big element here is that it's yet another example of Fanatics checking boxes as they complete their takeover of the industry." With this deal, Fanatics is clearly aiming to dominate the sports collectibles space—and the World Cup patch might just be the next must-have item for fans and collectors alike.