World Cup Deal Is Latest in Endless Fanatics ‘Takeover’
Panini has produced World Cup stickers since 1970.
FIFA announced a collectibles licensing deal with Fanatics last week that will end its decades-long relationship with rival Panini. Starting in 2031, Fanatics-owned Topps will make World Cup trading cards, stickers, and trading card games. Fanatics will also bring its signature patch business to the World Cup, and debut patches can start being worn this summer.
The deal spans multiple World Cup cycles, ESPN reported . Aside from the 1994 World Cup, Panini has made World Cup stickers since 1970. A Panini spokesperson said in a statement that the company is “committed to successfully executing on its license” for FIFA.
“We will continue to provide consumers with the experience, excitement and tradition they have come to know and love about the Panini sticker collection since 1970 for this World Cup, the 2027 FIFA Women’s World Cup and the 2030 FIFA Men’s World Cup,” the spokesperson said. The legal battle between Fanatics and Panini has been one of the most heated in sports business . The two companies have been in an antitrust fight since 2023 .
Panini is accusing Fanatics of illegal anticompetitive behavior and monopolizing sports cards. Fanatics denies Panini’s allegations and has also countersued. A judge dismissed some of Panini’s claims last year, but allowed the core of its argument to go forward, and the case is still in discovery.