Collectables heavyweight Panini has reaffirmed its commitment to the UK market courtesy of a new multi-year deal with the English Football League (EFL) soccer organization.
The deal will see Panini produce trading cards, stickers, and other associated memorabilia for the EFL's second, third, and fourth-tier competitions, covering all 72 clubs that annually compete in the competition.
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This marks the first time in about 20 years that the EFL has boasted such a partner, and the first time that hobby trading cards associated with the competitions will be released, with Panini merchandise to also include autographed cards and memorabilia.
For Panini, the brand will gain prominent branding presence across the EFL each season, as well as at its five annual Wembley appearances, which constitute the three divisions’ play-off finals, as well as the finals of the EFL Cup (known as the Carabao Cup, which also includes Premier League teams), and the EFL Trophy (known as the Vertu Trophy).
Speaking on the deal, EFL chief commercial officer Ben Wright commented: “Traditional football collectibles have enjoyed a resurgence in recent years.
“Following the inaugural season of Fantasy EFL, [the league] will continue to provide ways for new and existing audiences to engage with EFL football beyond just the 90 minutes on the pitch.”
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By GlobalDataThe deal will begin with the upcoming 2025-26 campaign, with the inaugural Panini collection set to launch later in 2025.
Panini boasts a long history in English soccer, and with it, strong brand recognition, particularly for its Panini Stickers line.
The EFL deal is a win for the brand that, as of late, has struggled to compete with digital sports platform and e-commerce company Fanatics and its Topps collectibles brand
In May 2024, Fanatics acquired the exclusive licensing rights to make trading cards, stickers, and trading card games from English soccer’s top-flight EPL, perhaps the most coveted collectables contract in the UK market, ending Panini’s multi-year control of the rights.
Over the last year or so, Fanatics has locked up future rights to multiple properties that currently have Panini deals in place – including Panini’s tie-up with the NFLPA, the players’ association of American football’s premier NFL, which was ended early last August.
Panini, meanwhile, renewed its 50-year-long major rights deal with global soccer’s governing body, FIFA, in late 2023, extending it through 2030.
