Historic Licensing Deal Between Panini America and WNBA Players Association

Panini America and the Women’s National Basketball Players Association (WNBPA) have finalized a landmark multi-year licensing deal, marking the largest agreement in history for a women’s sports rightsholder. This renewal extends Panini's exclusive rights to produce WNBA trading cards and collectibles, including popular brands such as Prizm, Donruss, Select, National Treasures, and Panini Instant. The deal is expected to significantly increase revenue sharing for players as the collectibles market continues to grow.

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The renewed partnership is largely attributed to the rising popularity of WNBA stars, particularly Caitlin Clark, Angel Reese, and Paige Bueckers. Clark's trading cards have shattered records, with a 2024 Panini Flawless Platinum 1/1 Logowoman Patch Auto selling for $660,000, making it the highest-selling card for a female athlete. This surge in demand has transformed the WNBA collectibles market, with Panini reporting that sales have increased more than 100-fold since they began their exclusive partnership with the WNBPA in 2019.

Sports IllustratedMore Caitlin Clark cards coming as Panini signs new deal with WNBAThe Sporting NewsPanini America, WNBA players association ink record licensing dealPanini signs multi-year renewal to produce WNBA cardsPanini and WNBPA in multi-year trading card extension

WNBPA President Nneka Ogwumike emphasized the significance of the deal, stating, “This renewal is about the players and the power of what we’ve built together.” Mark Warsop, CEO of Panini America, noted, “Collaborating with the WNBPA has shown how strong this market can be, and we are excited to keep innovating and expanding our product offerings for fans and collectors everywhere.” The agreement was facilitated by OneTeam Partners, the WNBPA’s exclusive group licensing partner.

WNBPA, Panini America Extend Trading Card PartnershipPanini and WNBPA in multi-year trading card extensionPanini America, WNBA players association ink record licensing dealMore Caitlin Clark cards coming as Panini signs new deal with WNBAPanini signs multi-year renewal to produce WNBA cards

While the deal is celebrated as a milestone for women’s sports, some critics argue that the financial gains for players still do not match the revenue generated from their likenesses. The WNBPA is currently negotiating a new Collective Bargaining Agreement (CBA) with the WNBA, with proposals including a new maximum salary exceeding $1.1 million and broader revenue sharing. Critics suggest that as card sales soar, the disparity between player earnings and collectible values highlights ongoing issues of equity in women’s sports.

The Sporting News

The WNBPA is in the midst of CBA negotiations with the WNBA, with a deadline extended to November 30. The outcome of these discussions may further influence the financial landscape for players, especially as the collectibles market continues to thrive. Panini plans to expand its product offerings and marketing efforts, aiming to capitalize on the growing interest in women’s basketball.

Panini and WNBPA in multi-year trading card extension

• “This renewal is about the players and the power of what we've built together,” — Nneka Ogwumike, President, WNBPA

Panini America, WNBA players association ink record licensing deal

• “Collaborating with the WNBPA has shown how strong this market can be, and we are excited to keep innovating and expanding our product offerings for fans and collectors everywhere.” — Mark Warsop, CEO, Panini America

Panini and WNBPA in multi-year trading card extension

• “By GlobalData Learn more about Strategic Intelligence Terri Carmichael Jackson, executive director at the WNBPA, has said: "Panini gets our athletes and the value they bring to basketball and sports culture.” — Terri Carmichael Jackson, Executive Director, WNBPA

Panini and WNBPA in multi-year trading card extension

This historic agreement not only underscores the growing cultural and commercial influence of women athletes but also sets a precedent for how athletes can directly benefit from the financial success their talent generates.

The Sporting News