Topps to replace Panini as Premier League cards, stickers


Panini, a company best known for making football trading cards and stickers, will cede the Premier League role to Fanatics brand Topps. The American company will become the exclusive partner of the Premier League from June 2025.

As part of the deal, Fanatics will work with Topps to produce Premier League trading cards. In addition, Fanatics will sell stickers and related books that fans can collect. Prior to the Panini deal, Topps sold stickers and related collective products from 1994 to 2019.

“This is a big deal for us,” said David Leiner, president of trading cards at Fanatics Collectibles. Clark. “Globally, the Premier League is arguably the top league in domestic football – with some of the top clubs, top players in the world. So, it's absolutely huge.

Lehner went on to add that the Premier League is one of the missing jewels in Fanatics' crown. He was hesitant to publicly commit to what the line would look like. However, previous iterations of Topps could point to things to come in the Premier League.

Fanatics to bring back popular Premier League trading card pack

The Topps Chrome Pack is the company's most popular product format across other leagues and sports. Card collectors often keep Topps Chrome bags due to their quality and durability. They make it easy for traders to profit from valuable cards, especially as their value increases over time. Topps last released this version of the card when it owned the Premier League rights before Panini took over.

While North America has a strong trading card culture, Europe and South America generally favor stickers. The deal with the Premier League is a way for Topps and Fanatics to continue growing the European trading card market.

“I think you're going to see continued substantial growth in Europe, and the same is true in Latin America, where there's still a lot of focus on stickers,” Lehner said. “I think we're seeing a boom in trading card games and the trading card business. Again, I don't think soccer has had its day in North America yet. Messi coming to MLS Helps to raise the bar. The coming of the World Cup will raise the bar but I think an industry like the Premier League will always be the crown jewel of global football.

Fanatics may also start using shirt patches to add another aspect to their collection base. In Major League Soccer, players making their debut wear a debut badge on their jersey. After the game, the equipment team removes the patch and uses adhesive to attach it to the trading card. This will be a unique collectible.

Photo: IMAGO



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