In a monumental move that promises to shake up the world of sports collectibles, Fanatics has sealed a deal to take over the licensing rights for producing trading cards and stickers for the Premier League, commencing from the 2025/26 season. This announcement marks a significant shift in the landscape, with Fanatics reclaiming these rights from Panini, the current license holder, whose agreement with the league will run until May 2025.
Fanatics, known for its recent acquisition of the iconic Topps brand in January 2022, already boasts rights to several major sports leagues and events worldwide. These include heavyweights such as the NBA, NFL, UFC, and Formula 1, in addition to the Bundesliga and UEFA Club Competitions. The incorporation of the Premier League into Fanatics’ array of partnerships is anticipated to fortify its standing in the European market substantially.
The Premier League stands as the home to six of the world’s top ten most valuable soccer clubs, commanding a vast global fanbase. This makes the upcoming collaboration with Fanatics all the more impactful, as it opens up new avenues for engagement with collectors and enthusiasts across the globe. Will Brass, Chief Commercial Officer of the Premier League, expressed a shared excitement about the partnership, highlighting Fanatics’ dedication to innovation and its proven success in enhancing fan experiences through collectibles.
David Leiner, President of Trading Cards at Fanatics Collectibles, revealed details of the company’s strategy to penetrate the trading card market in Europe, which has traditionally been more inclined towards sticker collecting. Leiner emphasized the Premier League’s keen interest in Fanatics’ unique approach to collectibles, along with its effective management of player relationships. Notable collaborations with sports superstars like Tom Brady and Ronald Acuna Jr. have solidified Fanatics’ reputation in the industry.
Aside from trading cards, Fanatics has been actively expanding its presence in English football through e-commerce and licensed apparel partnerships with The FA and various Premier League clubs. This comprehensive approach underscores Fanatics’ commitment to deeply embedding itself in the fabric of the sport, catering to fans’ diverse interests beyond just collectibles. The new licensing agreement with the Premier League is poised to reshape the collectibles landscape, promising fans a richer and more immersive experience starting from the 2025/26 season.
