Topps is taking over soccer card rights from Panini in a landmark deal that expands the partnership between Fanatics and FIFA beginning in 2031.
Fanatics, Topps’ parent since its acquisition in 2022, inked an exclusive collectibles license with FIFA, including trading cards, stickers, trading card games, and digital collectibles, according to statements from both FIFA and Fanatics.
The deal gives Fanatics Collectibles and Topps global rights to develop FIFA products tied to the sport’s biggest tournaments, while also introducing programs such as player jersey-patch cards and debut patches into the global football collectibles market.
Financial terms weren’t disclosed, but, according to a source, the deal “spans multiple [World Cup] cycles,” ESPN reported on Thursday, May 7.
“Across the sports landscape, we see that Fanatics is driving massive innovation in collectibles that provides fans with a new, meaningful way to engage with their favorite teams and with their favorite players,” said FIFA President Gianni Infantino. “So, from FIFA’s point of view, we can globalize that fan engagement precisely thanks to our global tournament portfolio. And this provides another important commercial revenue stream that we channel back, as always, into the game, into football.”
FIFA World Cup Integration
Fanatics and FIFA also announced deeper integration around the 2026 FIFA World Cup, including official World Cup Final press conferences and a large-scale watch party at “Fanatics Fest NYC” ahead of the tournament final.
“This is truly a historic day in our company’s history. Global football is the biggest growth opportunity in sports, and when you combine the power of FIFA with the innovation and entrepreneurial backbone of Fanatics, together we’re poised to elevate storytelling and collectibles around the game in a way that’s never been seen before,” said Fanatics founder and CEO Michael Rubin.
The Panini Group, headquartered in Modena, Italy, and founded by the Panini brothers in 1961, has held an official contract with FIFA since 1970.
Product Innovations + Physical and Digital Collectibles
The agreement, which will begin in full in 2031, covers both physical and digital collectibles. An example of the product innovations that will be brought to fans under this new partnership is the highly sought-after player jersey patch program, including debut patches, which will be inserted into the trading cards starting in 2031, according to statements from both FIFA and Fanatics.
“We’re incredibly excited to partner with FIFA to deliver truly innovative products that bring fans and collectors closer to their favorite players in the biggest competitions. Through our cutting-edge offerings, we look forward to helping grow both the hobby and the global game as a whole,” added Fanatics Collectibles CEO Mike Mahan.
All products will be designed and developed through Fanatics Collectibles and produced under the Topps brand. As part of the deal, Fanatics said it will “bring the magic to young people in every region of the world” and support youth football globally by distributing more than $150 million in collectibles free of charge over the lifetime of the partnership.
Fanatics Fest, Pre-Match Press Conference
Fanatics Fest will also host the official FIFA World Cup Final press conferences on Friday, July 17, two days before the Final, with coaches and players attending, along with media availability for each team and an on-stage moment.
On Sunday, July 19, Fanatics Fest will also host a massive watch party, airing the FIFA World Cup Final — taking place at the Meadowlands — live on all screens around the Javits Center for the tens of thousands of expected attendees that day, according to the press release.
Innovation, Tech, and Collabs
Since joining Fanatics in 2022, Topps has been at the forefront of product innovation and enhancing every part of the collector experience.
The company has pioneered the popular Rookie Debut Patch (MLB, NBA, NFL, WWE, F1, MLS) and other MVP patch programs, including the MLB Gold Logoman and the NFL Honors Gold Shield. Topps has also introduced new relics and game-used memorabilia.
More on FIFA and Fanatics Partnerships Beyond Collectibles
The collectibles deal expands on FIFA and Fanatics’ current commercial relationship. Fanatics is the official on-site retail and merchandising operator for the FIFA World Cup 2026, including in-stadium retail operations and FIFA Fan Festival retail experiences.
Last month, the pair announced that FIFA will have a multi-day presence at Fanatics Fest NYC 2026 (July 16-19), including integrated content moments within its branded appearances and activation space.
