FIFA and Fanatics Ink Landmark Exclusive Collectibles Deal Through 2031

FIFA and Fanatics have announced an expansion of their commercial partnership, signing a long-term, exclusive licensing agreement for collectibles.

The deal, which will commence in full in 2031, grants Fanatics exclusive rights to produce physical and digital trading cards, stickers, and trading card games under the iconic Topps brand, marking a seismic shift in the football memorabilia market.

The agreement aims at diversifying revenue streams while modernising how fans engage with global tournaments through high-tech product innovation.

Commenting on the partnership, FIFA president, Gianni Infantino, said: “We can globalise fan engagement precisely thanks to our global tournament portfolio.”

“This provides another important commercial revenue stream that we channel back, as always, into the game,” he said.

Fanatics CEO, Michael Rubin, described the deal as a “historic day,” stating that global football represents the biggest growth opportunity in sports. 

“Global football is the biggest growth opportunity in sports, and when you combine the power of FIFA with the innovation and entrepreneurial backbone of Fanatics, together we’re poised to elevate storytelling and collectibles around the game in a way that’s never been seen before,” he said

A central feature of the new partnership is the introduction of the highly successful player jersey patch program to football.

Starting in 2031, collectors will find “debut patches” and game-used memorabilia integrated into Topps trading cards, replicating a model that has seen massive success in the MLB and NBA.

Beyond commercial sales, the partnership includes a massive philanthropic commitment:

• Youth Football Investment: Fanatics will distribute more than USD150 million (AUD208 million) in collectibles free of charge to young fans globally over the lifetime of the deal.
• Global Reach: The initiative is designed to drive grassroots engagement and “bring the magic” of football to every region of the world.

Fanatics Fest NYC 2026: A World Cup Epicentre

While the collectibles deal begins in 2031, the partnership will reach a fever pitch during the FIFA World Cup 2026™.

FIFA and Fanatics confirmed that Fanatics Fest NYC (held at the Javits Center from 16–19 July) will serve as a primary hub for the final stages of the tournament.

For the first time, the official pre-match press conferences for the FIFA World Cup Final will be hosted at Fanatics Fest on Friday, 17 July 2026. In addition, Sunday, 19 July 2026, the festival will also host a massive live screening of the Final for tens of thousands of attendees.

Fanatics will manage all in-stadium retail operations and the flagship retail experiences at FIFA Fan Festivals across the host nations.

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