FIFA has announced a long-term, exclusive licensing agreement with Fanatics, in a move that fundamentally reshapes the sports memorabilia landscape. The deal, announced in Zurich on May 8, 2026, covers trading cards, stickers, and trading card games in both physical and digital formats. Starting in 2031, Fanatics will become the sole provider for FIFA collectibles.
The announcement marks the end of a historic six-decade partnership with the Italian firm Panini. While Panini will handle the upcoming 2026 and 2030 World Cups, the Topps brand, owned by Fanatics, will take over exclusively thereafter.
Table of contents
- A New Frontier for Fans
- Innovation and Social Impact
- Fanatics Fest 2026: The New Hub of Football
- FIFA and Fanatics deal: key questions
A New Frontier for Fans
FIFA President Gianni Infantino praised the shift, noting that Fanatics is “driving massive innovation in collectibles.” According to Infantino, this partnership allows FIFA to “globalize fan engagement” while creating a “commercial revenue stream that we channel back, as always, into the game.”
Fanatics CEO Michael Rubin called it a “historic day,” adding: “Global football is the biggest growth opportunity in sports… together we’re poised to elevate storytelling and collectibles around the game in a way that’s never been seen before.”
Innovation and Social Impact
A key highlight of the deal is the introduction of the “player jersey patch program” to international football. Starting in 2031, Topps will insert “debut patches” into cards: authentic memorabilia from a player’s first international appearance. Mike Mahan, CEO of Fanatics Collectibles, emphasized that these “cutting-edge offerings” aim to grow both the hobby and the global game.
Furthermore, the partnership includes a massive grassroots commitment: Fanatics has pledged to distribute over $150 million in collectibles free of charge to young people worldwide over the lifetime of the agreement.
Fanatics Fest 2026: The New Hub of Football
The collaboration extends far beyond 2031. For the current FIFA World Cup 2026, Fanatics is already the official on-site retail operator. In a groundbreaking move, the companies announced that the official pre-match press conferences for the 2026 World Cup Final will be held at Fanatics Fest NYC on July 17, 2026.
Two days later, the Javits Center will host a massive watch party for the Final, broadcasting the game to tens of thousands of attendees. As Fanatics integrates its “entrepreneurial backbone” into the world’s most popular sport, the message is clear: the era of the simple sticker album is evolving into a high-stakes, multi-platform fan experience.
For more details on the specific terms and the roadmap of this partnership, you can read the official FIFA and Fanatics collectibles agreement press release.
FIFA and Fanatics deal: key questions
What did FIFA announce with Fanatics?
FIFA announced a long-term exclusive licensing agreement with Fanatics covering trading cards, stickers, and trading card games in both physical and digital formats.
When will Fanatics become FIFA’s exclusive collectibles provider?
Fanatics will become FIFA’s exclusive collectibles provider starting in 2031.
What happens to Panini?
Panini will continue to handle the 2026 and 2030 World Cups, but the exclusive FIFA collectibles license will move to Fanatics afterward.
What is Topps?
Topps is a famous collectibles and trading card brand owned by Fanatics. It will become the main brand behind FIFA collectibles after the transition.
What is the player jersey patch program?
The player jersey patch program will insert authentic memorabilia from a player’s first international appearance into selected trading cards.
What is Fanatics Fest NYC?
Fanatics Fest NYC is a major fan event organized by Fanatics. In 2026, it will host the official pre-match press conferences for the FIFA World Cup Final.
Why is this deal important?
The deal marks the end of FIFA’s historic partnership with Panini and signals a shift toward a broader, multi-platform collectibles strategy combining physical cards, digital formats, fan events, and exclusive memorabilia.