Full Breakdown
FIFA Transfers World Cup Sticker Licensing to Fanatics/Topps, Ending Panini’s Six-Decade Run
5/13/2026, 8:36:34 AM
Licensing Deal Overview
On 7 May 2024 FIFA announced a long-term exclusive licensing deal with Fanatics and its Topps brand for World Cup trading cards, stickers and related games. The contract starts in 2031, making the 2026 and 2030 albums the final Panini-produced editions.
Timeline
1970 – Panini’s first FIFA sticker album.
7 May 2024 – FIFA signs exclusive Fanatics/Topps deal.
30 April 2024 – Panini releases 2026 album (980 stickers).
2026 – Last Panini men’s album.
2027 – Women’s album.
2030 – Final Panini album.
2031 – Fanatics/Topps assumes rights.
Data & Statistics
The 2026 album contains 980 stickers on 112 pages; each of the 48 teams gets 20 stickers (18 players, a team photo, a badge). Packs hold seven stickers, the highest since 2014. Panini forecasts $1.5 billion sales per upcoming men’s World Cup; Fanatics plans scarcity-driven chase cards and digital collectibles.
Official Statements & Responses
FIFA president Gianni Infantino praised Fanatics for “massive innovation” and global fan engagement. Panini’s spokesperson pledged to preserve the “experience, excitement and tradition” of its stickers through the 2026, 2027 Women’s and 2030 editions. Fanatics CEO Mike Mahan said the partnership will grow the hobby and the global game.
Criticism & Opposition
Panini’s antitrust suit claims Fanatics is monopolising sports-card markets. Commentator Will Stern describes the deal as an effort to “squash Panini like a bug.” Brett McGrath notes a shift from a “print-product and distribute” model to an “entertainment and moments-based business,” warning that scarcity may limit accessibility.
Verbatim Quotes
“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 players. From FIFA's point of view, we can globalise that fan engagement precisely thanks to our global tournament portfolio.” — Gianni Infantino, FIFA President
“Throw in the plenty of legal back and forth between the two over licenses like this, and it tells me that Fanatics is looking to complete their takeover of the industry and squash Panini like a bug.” — Will Stern, memorabilia strategist
“The FIFA deal feels less like a licensing change and more like another signal that collectibles are evolving into an entertainment and moments-based business.” — Brett McGrath, podcast host
“Through our cutting-edge offerings we look forward to helping grow both the hobby and the global game as a whole,” — Mike Mahan, CEO, Fanatics Collectibles
Impact & What’s Next
The new model focuses on scarcity, memorabilia inserts and digital collectibles, potentially raising revenue while reducing the low-cost, mass-market appeal of Panini stickers. Panini will still issue the 2027 Women’s and 2030 men’s albums; thereafter Fanatics/Topps will control all FIFA sticker and trading-card products. Antitrust litigation and digital-product development will shape the market ahead of the 2027 Women’s and 2030 men’s tournaments.
