FIFA president Gianni Infantino has announced that the beloved Panini World Cup sticker albums will come to an end after the 2030 tournament, as a new partnership with Fanatics will take over collectibles from 2031. The announcement marks the end of a tradition spanning over 50 years, with the first Panini World Cup sticker book released ahead of the 1970 finals in Mexico.
New Partnership with Fanatics
FIFA revealed on Thursday that it has extended its agreement with Fanatics to cover collectibles for all FIFA tournaments and events starting in 2031. Infantino stated, "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 favourite teams and with their favourite players." He added that the move would globalise fan engagement and provide an important commercial revenue stream for football.
Fanatics chief executive Michael Rubin described the deal as "a historic day in our company's history," highlighting global football as the biggest growth opportunity in sports. He said, "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."
Panini's Legacy
The Panini sticker albums have been a World Cup institution, with collectors spending countless hours swapping stickers to complete their albums. A completed 1970 album sold for over £10,000 in 2017, demonstrating the enduring appeal of these collectibles. Panini had agreed a deal with FIFA in December 2023 to remain its exclusive partner for official stickers, trading cards, trading-card games, and digital collectibles through the 2030 World Cup and the 2027 Women's World Cup.
FIFA's partnership with Panini stretches back more than 50 years, and by 2030 it will have reached 60 years. However, the new arrangement with Fanatics will begin after the centenary finals in 2030. Panini has been contacted for comment on the development.
