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Topps to replace Panini with Premier League cards and stickers
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Topps to replace Panini with Premier League cards and stickers

Panini, the company known for its tradition of making football trading cards and stickers, is handing over that role for the Premier League to Fanatics brand Topps. The American company will become the exclusive partner of the Premier League from June 2025. This ends the six-year partnership between Panini and the Premier League.

As part of this deal, Fanatics, in partnership with Topps, will create 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 collectives from 1994 to 2019. As a result of the addition of the Premier League, Fanatics and Topps now have products covering the Bundesliga, Major League Soccer and the UEFA Champions League.

“This is a big deal for us,” said David Leiner, director of trading cards for Fanatics Collectibles cllct. “On a global basis you have perhaps the highest domestic football competition in the Premier League – some of the top clubs and top players in the world. So this is absolutely huge.”

Leiner added that the Premier League was one of the jewels that Fanatics was missing in its crown. He was hesitant to commit outwardly to what the products would look like in the lineup. However, previous versions of Topps may hint at what lies ahead for the Premier League.

Fanatics are bringing back popular Premier League trading card packs

The Topps Chrome set is the company’s most popular form of product that exists in other leagues and sports. Card collectors often keep Topps Chrome packs for their quality and durability. They make it easy for traders to make a profit on valuable cards, especially as they increase in value over time. Topps released this edition of cards the last time it had the rights to the Premier League 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 the growth of the trading card market in Europe.

“I think you’ll see a tremendous amount of continued growth in Europe and the same in Latin America, which is still very sticker-oriented,” Leiner said. “I think we see a growing business there in terms of trading cards and trading cards. And again, I think football is still having its day here in North America. Messi coming to MLS helps raise the bar. The World Cup coming here will raise the bar, but properties like the Premier League will, I think, always remain the crown jewel of global football.”

Fanatics can also start using shirt patches to add a new facet to the collection of collectibles. In Major League Soccer, players making their debut wear a debut patch on their kit. After the game, the kit team removes the patch and uses it with glue to apply it to a trading card. It will be a unique collector’s item.

PHOTOS: IMAGE