In a game-changing move within the sports collectibles domain, Fanatics is set to revolutionize the landscape by taking over the licensing rights to produce trading cards and stickers for the Premier League starting from the 2025/26 season. This shift marks a significant transition as Fanatics prepares to reclaim its position in the industry, five years after losing the license to Panini, who will continue their partnership with the league until May 2025.
Fanatics, known for its recent acquisition of the iconic Topps brand in January 2022, already boasts rights to various major sports leagues and events worldwide, including the NBA, NFL, UFC, and Formula 1, in addition to the Bundesliga and UEFA Club Competitions. This newly forged deal with the prestigious Premier League is anticipated to further strengthen Fanatics’ already impressive portfolio, particularly expanding its presence in the European market and beyond.
The Premier League stands as the home to six of the top ten most valuable soccer clubs globally, enjoying a massive and dedicated fan base that extends across continents, amplifying the potential impact of this partnership. Will Brass, the Chief Commercial Officer of the Premier League, expressed his excitement about the collaboration, highlighting Fanatics’ dedication to innovation and its proven track record in enhancing fan engagement through unique collectibles.
David Leiner, the President of Trading Cards at Fanatics Collectibles, revealed in an interview with ESPN the company’s strategic vision to grow the trading card segment in Europe, a region traditionally inclined towards sticker collecting. Leiner emphasized the Premier League’s attraction towards Fanatics’ approach not only to collectibles but also in managing player relationships effectively, referencing successful partnerships with renowned athletes such as Tom Brady and Ronald Acuna Jr.
Moreover, Fanatics already enjoys established e-commerce and licensed apparel partnerships with The FA and numerous Premier League clubs, seamlessly weaving itself into the tapestry of English football culture. The newly inked agreement is poised to redefine the collectibles landscape, offering fans worldwide a more immersive and expansive collecting experience as they gear up for the 2025/26 season to kick off.
