End of an Era: Topps Replaces Panini as FIFA World Cup Sticker Partner Starting 2031

Since 1970, Panini has been synonymous with World Cup sticker albums for generations of soccer fans. That historic run comes to an end in 2031 as FIFA awards the collectibles contract to Topps, backed by sports merchandise giant Fanatics, officially closing the book on a partnership that spanned more than six decades.

The Italian company's dominance in tournament memorabilia — including stickers, trading cards, and card games — outlasted most professional soccer careers. From the 1970 Mexico World Cup, when the first official sticker album launched, Panini became the go-to brand for collectors worldwide, turning the hunt for that elusive missing sticker into a cherished tradition.

Innovation and premium products from Topps

This transition represents more than just a logo change. FIFA and Fanatics are promising significant product innovations, headlined by a jersey patch program that will embed authentic fabric from player uniforms into trading cards starting in 2031. Soccer fans familiar with North American sports collectibles will recognize this concept — Topps has successfully implemented similar programs in baseball and basketball. The approach has proven effective, boosting secondary market values and transforming casual hobbyists into dedicated collectors.

FIFA president Gianni Infantino described Fanatics as "driving massive innovation," though the strategic shift reveals something more significant: these premium, high-margin products represent territory Panini never aggressively pursued.

For industry observers, this development isn't entirely unexpected. Fanatics has been systematically acquiring major sports licensing agreements, and FIFA represented a prime target. The World Cup stands as the world's largest sporting event, with licensing revenue to match that global reach.

A double blow for Italian soccer

The timing carries a painful irony for Italy. The Azzurri have failed to qualify for consecutive World Cups on the field. Now, off the pitch, one of Italy's most recognizable companies — based in Modena — has lost the contract it maintained since Italy's 1982 World Cup triumph. It's the kind of parallel that practically writes itself.

Panini has remained silent publicly on the matter. The company retains licensing rights through the 2030 tournament, providing some breathing room. However, 2031 approaches quickly, and after more than 60 years of market leadership, there's no easy path forward from such a substantial loss.