Starting in 2025, Fanatics will produce trading cards and stickers for the Premier League, having successfully reacquired the rights previously held by Panini. This deal reinforces Fanatics' growing presence in the global sports memorabilia market.
Fanatics has reclaimed the licensing rights to produce trading cards and stickers for the Premier League, set to take effect in the 2025/26 season. This move marks a return for Fanatics, which had previously ceded these rights to Panini five years ago. Panini will maintain its production until the conclusion of its current contract in May 2025.
The acquisition is part of a larger strategy by Fanatics, which also includes the ownership of the Topps brand and licensing agreements with major sports leagues like the NBA, NFL, UFC, and Formula 1. Additionally, Fanatics/Topps has been managing rights for the Bundesliga since 2008 and UEFA Club Competitions since 2015.
The Premier League, recognized as one of the world's foremost soccer leagues, includes six of the top ten most valuable soccer clubs globally, highlighting the significant market potential for Fanatics. Will Brass, Premier League Chief Commercial Officer, praised the partnership, noting Fanatics' proven track record and innovative approach to fan engagement through memorable collectible experiences.
David Leiner, President of Trading Cards at Fanatics Collectibles, expressed to ESPN the company's intentions to expand the trading card market in Europe, a region where sticker collecting has traditionally been more prevalent. He also mentioned the league's keen interest in Fanatics' effective management of player relationships, which includes high-profile athletes such as Tom Brady and Ronald Acuna Jr.
In addition to these efforts, Fanatics also holds e-commerce and licensed apparel partnerships with The FA and numerous Premier League clubs, further cementing its position within European football. This upcoming shift in licensing rights is anticipated to significantly influence the sports collectibles landscape, offering enhanced collecting opportunities to Premier League fans worldwide from 2025 onwards.