FIFA announced the end of one of the most iconic partnerships in the history of football: its relationship with Panini will come to an end after the 2030 World Cup. Starting in 2031, the American company Fanatics will assume the exclusive rights for the production of official collectibles related to FIFA competitions.
The organization confirmed this Thursday a “long-term” exclusive licensing agreement with Fanatics to develop physical and digital products, including trading cards, collectible cards and new interactive formats aimed at new generations of fans.
Among the new features announced is a program of official shirt patches, expanding the traditional catalog of world football collectibles.
The decision marks the closing of a relationship of more than 60 years between FIFA and Panini, a company founded in the 1960s in Modena, Italy. Since the 1970 World Cup, Panini sticker albums have become a tradition inseparable from each World Cup and a cultural phenomenon for millions of fans.
The last edition of the World Cup that will have an official Panini album will be the 2030 World Cup, organized by Spain, Portugal and Morocco.
Fanatics, led by businessman Michael Rubin, is already working with FIFA on the marketing of official products for the 2026 World Cup, which will be held in the United States, Mexico and Canada.
Rubin called the agreement “a historic day” for the company and highlighted the enormous global potential of football as an engine of international growth.
With this move, FIFA continues to strengthen its strategy to connect with young and digital audiences, a line that also includes recent alliances with platforms such as TikTok and YouTube, in addition to the incorporation of content creators in the official coverage of its tournaments.
