FIFA announced this Thursday, 7th, a new exclusive licensing agreement with Fanatics for the production of sticker albums, collectible cards and card games linked to the entity’s competitions. The partnership marks the end of a historic era with Panini, which dominated the World Cup collectibles market for 60 years.
The new contract comes into full force in 2031 and covers physical and digital products. Production will be under the responsibility of Fanatics Collectibles, using the Topps brand, a company acquired by the group in 2022.
Among the new features planned by the partnership is the inclusion of shirt patches worn by players on official cards, something already popular in sports leagues in the United States and which will become part of products linked to international football.
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FIFA President Gianni Infantino highlighted the commercial and engagement potential of the new agreement. “We are seeing Fanatics lead major innovations in the world of collectibles, creating new ways of connecting between fans, clubs and players. With the global reach of FIFA tournaments, this further expands fan engagement and generates new revenue to reinvest in football”, he stated.
“Across the sporting landscape, we see that Fanatics is driving huge innovation in collectibles, giving fans a meaningful new way to connect with their favorite teams and players. So from FIFA’s perspective, we can globalize that fan engagement thanks to our global portfolio of tournaments. And that provides another important source of commercial revenue that we reinvest, as always, in the game, in football,” he said.
Founder of Fanatics, Michael Rubin called the announcement a historic moment for the company: “This is truly a historic day for our company. Global football represents the greatest opportunity for growth in sport, and when we combine the power of FIFA with the innovation and entrepreneurial spirit of Fanatics, together we are poised to elevate football storytelling and collectibles to a level never seen before,” he said.
The CEO of Fanatics Collectibles, Mike Mahan, stated that the intention is to bring fans even closer to major tournaments and athletes.
In addition to commercial products, Fanatics reported that it will distribute more than US$150 million (around R$738 million) in free collectibles throughout the partnership, as a way of encouraging grassroots football and approaching young fans around the world.
Pre-sale of the 2026 World Cup album generates outrage
The announcement of the new partnership comes amid criticism surrounding the distribution of the official album for the current World Cup, which officially started on May 1st. Consumers who pre-ordered the hardcover version reported significant delays in product delivery.
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On social media, several buyers claim that they have not yet received the albums and complain about the lack of clear information about shipping. In some cases, the delivery forecast was changed to May 26, which led to cancellation requests and criticism of Panini.
The situation generated even more irritation among collectors because the hardcover album can already be physically found in some bookstores across Brazil even before delivery to pre-sale customers.
O Estadão He sought advice from Panini, but received no response. The space remains open for company demonstrations.
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FIFA expands Fanatics presence
The partnership between FIFA and Fanatics goes beyond albums and cards. The company will be responsible for official retail and merchandising operations for the 2026 World Cup, including in-stadium stores and activations in fan areas.
Another point announced by the entity is that the press conferences prior to the 2026 World Cup final will take place within Fanatics Fest, in an event scheduled for July 17th, in New York, with the participation of players and coaches.
Two days later, on July 19, the event will also promote a large public broadcast of the decision on big screens spread across the Javits Center, in New York, ending the first edition of the competition with 48 teams, organized simultaneously by the United States, Mexico and Canada.
