England, Brazil, Germany and Italy will abandon their historic sticker partnerships in favour of the American sports memorabilia giant
Brazil will become the first footballing superpower to dump Panini in 2027, ending a partnership that has defined World Cup collecting for generations. England and Germany follow in 2031, with Italy making the switch in 2035.
The move hands Fanatics-owned Topps exclusive rights to produce trading cards and sticker books for football's most prestigious national teams. For millions of collectors who've filled Panini albums since childhood, it marks the end of a cherished tradition.
A senior European federation source revealed the decision came down to Fanatics' vision and innovation. Despite partnerships with Panini spanning over 60 years, the federations found themselves swayed by the American company's pitch.
We thought it was going to be a difficult choice, because of how long we've been with Panini. But having seen the vision and the innovation and the energy that Fanatics has brought to the category, they really, really impressed us and it became an easy choice after that.
The deals grant Fanatics/Topps rights to use national team names, logos, crests and uniform designs. However, they won't include rights to former players, which must be secured separately.
Panini will launch their 2026 World Cup sticker album this summer, potentially their final edition featuring these major nations. The expanded tournament means their biggest album yet: 112 pages with 980 stickers, including 68 special premium material stickers.
For collectors, this could make the 2026 Panini World Cup album a particularly valuable piece of memorabilia. It represents the last time England fans can collect official Panini stickers of their national team at a World Cup.
Michael Rubin's Fanatics has systematically targeted football's most valuable properties. The company already secured Premier League rights for 2026, marking Topps' return to English football after years of Panini dominance.
Fanatics' aggressive expansion includes several strategic moves:
The Beckham deal proved particularly significant. His inscribed trading cards appeared in this year's Topps Premier League 2026 Chrome set, demonstrating Fanatics' ability to blend American-style premium collectibles with football's traditional market.
Fanatics brings a fundamentally different approach to football collectibles. Where Panini built its empire on affordable sticker books that children could complete, Fanatics focuses on high-end trading cards, autographs, and limited editions that appeal to adult collectors and investors.
This shift reflects broader changes in the memorabilia market. Trading cards have become investment vehicles, with rare football cards now selling for thousands of pounds. Fanatics' model capitalises on this trend, turning childhood hobbies into serious business.
The switch from Panini to Fanatics represents more than a simple change of supplier. It signals a fundamental shift in how football memorabilia operates, moving from European tradition to American innovation.
Current Panini collections could see their value affected in multiple ways:
For collectors who've spent decades building Panini collections, the news creates uncertainty. Will Fanatics honour the nostalgic appeal of sticker albums, or push everyone towards expensive trading cards?
Critics worry that Fanatics' approach could price out younger collectors. Panini stickers cost pennies; premium Topps cards can cost hundreds. The communal experience of swapping doubles in the playground might give way to online auctions and graded cards in protective cases.
Yet supporters point to innovation. Fanatics offers digital collectibles, authenticated memorabilia, and direct access to player signings. Their app-based approach could modernise an industry that's changed little since the 1970s.
The 2026 World Cup becomes a pivotal moment. It's likely Panini's last tournament with Brazil, and potentially their final chance to feature England and Germany before the 2030 edition. Expect unprecedented demand for what could be historic albums.
Fanatics must now prove they can match Panini's cultural significance. Creating premium trading cards is one thing; replicating the magic of completing your first World Cup sticker album is another entirely. The American giant has won the commercial battle, but winning hearts across football-mad nations remains their biggest challenge.
England will end their Panini partnership in 2031, switching to Fanatics-owned Topps for all official trading cards and sticker books. Brazil switches first in 2027.
Yes, Panini will release their 2026 World Cup sticker album this summer with 112 pages and 980 stickers. This will be their final World Cup album featuring England, Brazil, Germany and Italy.
Fanatics-owned Topps gains exclusive rights to use national team names, logos, crests and uniform designs for trading cards and sticker books. Former player rights must be secured separately.
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European federation sources cited Fanatics' vision, innovation and energy as key factors. Despite 60-year partnerships with Panini, the decision became easy after seeing Fanatics' pitch.
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