FIFA sticks with Panini, signing contract extension

FIFA has prolonged its enduring partnership with trading card manufacturer Panini, encompassing multiple World Cups in a renewed deal.

Key Details:

• Contract Extension: Panini continues as FIFA’s exclusive partner for official stickers, trading cards, trading-card games, and digital collectibles.

• Coverage: The latest agreement spans the 2026 and 2030 men’s World Cups, the 2027 Women’s World Cup, and various other FIFA competitions and events.

Context:

• FIFA and Panini's collaboration spans over 50 years, with FIFA extending its partnership last month with Qatar Airways until 2030. Additionally, FIFA is reportedly on track to secure a $100 million per year deal with Saudi Arabia’s state-owned oil giant Aramco.

• Panini recently launched its inaugural sticker album for the Women’s Super League (WSL) and holds a multi-year partnership with the Premier League.

Comment:

• Romy Gai, FIFA’s chief business officer, expressed excitement about the renewed historic partnership with Panini, emphasising the shared commitment to enhancing the fan experience and building connections across generations and fan communities.

• The renewed partnership aims to inspire, engage, and unite football fans worldwide, embracing innovation for years to come.

Future Plans:

• Panini plans to incorporate digital integrations to adapt to the evolving interaction with today’s fan community, while still serving existing collectors and supporters who purchase physical products.