FIFA and Fanatics Deal: Topps Secures World Cup Trading Card Rights

FIFA has signed a multi-cycle licensing agreement with Fanatics, granting its subsidiary Topps exclusive rights to produce official trading cards, stickers and games for the FIFA World Cup 2026 and other tournaments from 2031 onward. The deal signals a major shift in the global collectibles market and will place Fanatics sports card products at the center of future World Cup merchandising.

Financial terms were not disclosed, but sources indicated the agreement will cover multiple tournament cycles. FIFA president Gianni Infantino said the partnership would expand fan engagement and strengthen commercial returns tied to global competitions.

“Across the sports landscape, we see that Fanatics are driving massive innovation in collectibles that provides fans with a new, meaningful way to engage with their favorite teams and with their favorite players,” Infantino said.

“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.”

End of Panini’s long-standing association

The agreement will bring an end to Panini’s long-running association with FIFA World Cup sticker production. The Italian company had produced official World Cup collectibles for every edition since 1970, with the exception of 1994.

Fanatics founder Michael Rubin described the agreement as a major step in expanding the company’s global presence. “It's a pretty meaningful addition to us,” Rubin said. “It represents the single biggest thing globally we could do to grow our business.”

Expansion of Global Collectibles Strategy

Fanatics has steadily increased its footprint across sports licensing, already securing rights for UEFA competitions and several national teams. The company plans to introduce its debut patch concept to football, integrating match-worn elements into collectibles to enhance product value.

The Fanatics sports card strategy will also include global distribution initiatives, with the company committing to distribute more than $150 million worth of collectibles free of charge during the partnership period.

Commercial Growth and Future Plans

Fanatics expects significant growth in its collectibles division, with internal projections suggesting revenues could approach $5 billion by 2026. The company’s broader operations are estimated to reach close to $14 billion in total revenue during the same period.

Alongside production rights, Fanatics will manage on-site retail operations for the 2026 World Cup across the United States, Canada and Mexico, covering all 104 matches.

Legal disputes between Fanatics and Panini over licensing practices remain ongoing, adding further context to the shift in global trading card rights.