In a surprising turn of events for the sports collectibles industry, Fanatics is set to reclaim the licensing rights to produce trading cards and stickers for the Premier League, one of the most prestigious professional soccer leagues globally, starting from the 2025/26 season. This shift comes five years after Panini took over the license, with their agreement with the league continuing until May 2025.
Fanatics, known for its recent acquisition of the legendary Topps brand in January 2022, currently holds licensing rights for various major sports leagues and events, including the NBA, NFL, UFC, and Formula 1, along with the Bundesliga and UEFA Club Competitions. The addition of the Premier League to their portfolio is expected to significantly bolster Fanatics’ presence in the European market and beyond.
The Premier League, home to six of the world’s top ten most valuable soccer clubs, boasts a massive global fanbase, making this partnership with Fanatics all the more impactful. Will Brass, Chief Commercial Officer of the Premier League, expressed excitement about the collaboration, highlighting Fanatics’ dedication to innovation and its successful history of enhancing fan engagement through collectibles.
David Leiner, President of Trading Cards at Fanatics Collectibles, revealed the company’s vision to expand the trading card market in Europe, a region historically more inclined towards sticker collecting. Leiner emphasized the Premier League’s interest in not just Fanatics’ collectibles but also the company’s player relationship management approach, pointing out successful partnerships with sports stars like Tom Brady and Ronald Acuna Jr.
Beyond trading cards, Fanatics has established e-commerce and licensed apparel agreements with The FA and numerous Premier League clubs, further embedding itself in the fabric of English football. This new deal is poised to revolutionize the landscape of sports collectibles, promising fans around the world a more immersive and extensive collecting experience once the 2025/26 season kicks off.