After more than 60 years of a historic partnership that began in 1970, FIFA breaks with Panini, announces a multi-million dollar deal with Fanatics, and marks the end of one of the most iconic relationships in world football and the sports collectibles market.

Written by Jefferson Augusto

Published on 07/05/2026 at 13:40

Updated on 07/05/2026 at 13:41

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Strategic change by football’s highest entity redefines the future of World Cup albums, expands global revenue possibilities, and ends an era that marked generations of fans around the planet

The world of football has just witnessed a historic change that directly impacts millions of fans around the world. After more than six decades of continuous collaboration, FIFA officially announced the end of its partnership with Panini, responsible for the iconic World Cup sticker albums since 1970, when the tournament was held in Mexico.

The information was disclosed by international media and confirmed by the entity itself this Thursday (7), highlighting the beginning of a new agreement with Fanatics, which will take over the production of the albums starting in 2031. With this, one of the most symbolic relationships in modern football comes to an end, marking a transition that goes beyond the commercial aspect and directly touches global sports culture.

Therefore, it is not just a change of suppliers, but a strategic shift that could redefine fan engagement with the sport.

ARTICLE CONTINUES BELOW

The end of a 60-year partnership that marked generations

Since 1970, Panini has been present in all editions of the World Cup, creating a tradition that spanned decades and captivated different generations. Collecting stickers became a ritual for football fans, especially during World Cup years, consolidating the brand as an absolute reference in the segment.

Entretanto, even with this consolidated legacy, FIFA chose to end the partnership. The bond, which lasted approximately 60 years, will officially end after the 2026 and 2030 editions, which will still feature Panini as responsible for distributing the official albums.

Furthermore, it is worth noting that the first World Cup under Fanatics’ responsibility will be in 2034, which will take place in Saudi Arabia. Thus, the transition will be gradual, allowing for adaptation by both the market and consumers.

Consequently, the announcement generated strong repercussions among collectors and fans, as the end of the partnership represents the closing of a historic chapter in football.

Fanatics takes over with promise of innovation and global expansion

Justifying the decision, FIFA President Gianni Infantino highlighted the new partner’s innovation potential. According to him, the choice of Fanatics is directly linked to the company’s ability to reinvent the sports collectibles market.

De acordo com Infantino, the new partnership will allow for the creation of more modern and interactive ways of connection between fans, players, and national teams. Furthermore, the strategy also aims to expand football’s global reach through new engagement formats.

Another important point is the financial impact. FIFA sees the agreement as a new significant source of commercial revenue, which will be reinvested in the development of the sport in different regions of the world.

Therefore, the change is not only symbolic but also economic, reinforcing the trend of digital transformation and innovation in the sports sector.

In addition to the commercial aspect, the agreement with Fanatics also brings a significant social proposal. As part of the contract, the company committed to distributing over 150 million dollars, approximately R$ 793 million, in free collectibles to children around the world.

This move reinforces FIFA’s strategy to expand access to football and strengthen ties with new generations. At the same time, the initiative can help consolidate Fanatics’ presence in the global market more quickly.

In this way, the new model combines innovation, economic expansion, and social impact, creating a broader approach for the future of sports collectibles.

What changes for fans and the future of World Cup albums

For fans, the change represents a break from tradition, but also opens space for novelties. Although Panini has built a strong identity over the years, Fanatics’ entry could bring new experiences, digital formats, and technological integrations.

Still, the emotional attachment to traditional albums should not disappear quickly. After all, collecting stickers is more than a hobby — it’s part of football culture.

Therefore, the future of World Cup albums will be marked by a balance between tradition and innovation. And, meanwhile, fans will still be able to enjoy the 2026 and 2030 editions produced by Panini before the definitive change.

Do you think Panini’s departure will improve the World Cup album experience, or will no company replace this tradition?

After more than 60 years of a historic partnership that began in 1970, FIFA breaks with Panini, announces a multi-million dollar deal with Fanatics, and marks the end of one of the most iconic relationships in world football and the sports collectibles market.

Strategic change by football’s highest entity redefines the future of World Cup albums, expands global revenue possibilities, and ends an era that marked generations of fans around the planet

The end of a 60-year partnership that marked generations

Fanatics takes over with promise of innovation and global expansion

What changes for fans and the future of World Cup albums

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After more than 60 years of a historic partnership that began in 1970, FIFA breaks with Panini, announces a multi-million dollar deal with Fanatics, and marks the end of one of the most iconic relationships in world football and the sports collectibles market.

Strategic change by football’s highest entity redefines the future of World Cup albums, expands global revenue possibilities, and ends an era that marked generations of fans around the planet

The end of a 60-year partnership that marked generations

Fanatics takes over with promise of innovation and global expansion

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What changes for fans and the future of World Cup albums

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