The football we know is changing every day, and this is yet another shift that will break the hearts of the most romantic and nostalgic fans.
FIFA is set to end its 60-year partnership with Panini, the company responsible for producing the iconic football stickers that generations of fans have grown up collecting.
World football’s governing body has signed an agreement with Fanatics to produce all kinds of collectibles — including stickers, trading cards, and other memorabilia — starting in 2031.
2030 will be the last World Cup with Panini
The deal will begin once FIFA’s current contract with Panini expires. Panini has partnered with FIFA on sticker production since 1970, when it released the very first World Cup sticker album for the tournament held in Mexico that year.
The 2030 FIFA World Cup, which will be hosted by Portugal, Spain, and Morocco, will be the final tournament in which FIFA and Panini collaborate on a sticker album.
Before that, there will still be an album released for the 2027 FIFA Women’s World Cup.
Deal with Fanatic includes digital items
Fanatics will hold the licensing rights not only for physical collectibles, but also for digital products. The agreement introduces new features such as jersey patch programs integrated into trading cards.
This is a concept already widely used in major American sports leagues, where Fanatics is a market leader, with cards featuring special game-worn patches from stars such as LeBron James in the NBA, Josh Allen in the NFL, and Shohei Ohtani in MLB.
As part of the agreement, Fanatics will also support youth football worldwide through the free distribution of collectibles valued at more than $150 million.
Fanatics is already the official merchandising operator and distributor for the 2026 FIFA World Cup, which will take place in the United States, Mexico, and Canada.