Contract details
Start date:
Status:
1970
Official licensee
Leagues and Tournaments:
Panini’s Iconic Partnership with FIFA: Celebrating Over 50 Years of Football History
Panini has been an integral part of the FIFA World Cup since 1970, with their first FIFA World Cup sticker album launched for the Mexico tournament. Over the years, Panini’s albums have become a vital part of the football experience, particularly for younger fans who have been collecting and trading stickers and cards for decades. In 2017, a signed Panini sticker album from the 1970 World Cup, featuring Pelé, sold for a record £10,450.
Panini’s Digital Evolution: Merging Tradition and Innovation
In 2006, Panini joined forces with The Coca-Cola Company and Tokenzone to launch the first virtual sticker album for the 2006 FIFA World Cup. This album was accessible in at least 10 different languages and marked the beginning of Panini’s integration of digital platforms. By 2014, three million FIFA.com users participated in the Panini Digital Sticker Album contest, and in 2018, the company developed an app that allowed fans to collect and trade virtual stickers, which saw a record 5 million participants.
Renewed Partnership with FIFA: A New Era in Digital Collectibles
On December 14, 2023, FIFA and Panini celebrated the renewal of their partnership, extending their collaboration for another 50 years. Under the new agreement, Panini will remain FIFA’s exclusive partner for official stickers, trading cards, trading-card games, and digital collectibles for upcoming tournaments, including the FIFA World Cup 26 and FIFA World Cup 2030, the FIFA Women’s World Cup 2027, and other FIFA events.
This agreement ushers in a new chapter for Panini, as their traditional collections will evolve to incorporate modern digital integrations, engaging today’s fan community while still appealing to the collectors of the past. Panini aims to deliver a seamless and immersive experience for fans, blending physical collectibles with digital activations.
A New Collection for the Digital Age: FIFA Collect x Panini Collaboration
In March 2025, FIFA and Panini launched an exciting new collaboration with exclusive digital drops. These digital collectibles will celebrate over five decades of FIFA World Cup history and offer fans the chance to unlock extraordinary rewards, including tickets for the FIFA World Cup 26 and the FIFA Club World Cup 2025. This initiative represents the future of collectibles, combining Panini’s legacy with cutting-edge digital technology.
The digital collection, available on FIFA Collect—a platform leveraging blockchain technology—will showcase Panini’s legendary album covers from 1970 to today. Fans will be able to collect and trade these iconic digital items, offering them a chance to relive the golden moments of World Cup history.
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