December 15 – FIFA and Panini have extended their long-standing licensing and sponsorship partnership in a deal which will see the global brand remain FIFA’s exclusive partner for official stickers, trading cards, trading-card games and digital collectibles.
The two organisations first collaborated over 50 years ago ahead of the 1970 FIFA World Cup in Mexico, and have now signed a new deal which will extend the partnership until 2030.
Under the new agreement, Panini will remain as FIFA’s exclusive partner for official stickers, trading cards, trading-card games and digital collectibles, including for the FIFA World Cup 26 and FIFA World Cup 2030, the FIFA Women’s World Cup 2027 and other FIFA competitions and events, including the expanded 32-team Club World Cup in 2025.
Romy Gai, Chief Business Officer at FIFA, said: “We are thrilled to announce the renewal of our historic partnership with Panini, which highlights our shared commitment to enhancing the fan experience, embracing innovation and building stronger connections across generations and fan communities.”
“As partners for over 50 years, we now embark on a new and innovative journey to inspire, engage and unite football fans worldwide, ensuring that the spirit of the game continues to captivate hearts and minds for years to come.”
Panini said it will modernise its licensed offerings with the introduction of digital integrations alongside its traditional sticker book collections that are so familiar to football fans.
Elisabetta Mussini, Group Licensing Director at Panini, said:
“We are really proud of the continuation and expansion of the partnership with FIFA. For us, this agreement represents recognition of our strong commitment to collectors and football fans in general and we will ensure that we offer them products and experiences never seen before.
“Many things have changed in the last five decades, but the passion of football fans and the desire to share it with supporters from all around the world is still there. Thanks to the joint effort of FIFA and Panini their engagement will reach a totally new level.”
No value was given for the deal.
Contact the writer of this story, Harry Ewing, at moc.l1714240821labto1714240821ofdlr1714240821owedi1714240821sni@g1714240821niwe.1714240821yrrah1714240821