English soccer’s top-tier Premier League (EPL) has today unveiled a multi-year, wide-ranging, licensing deal with Fanatics, the digital sports platform and e-commerce company.

Through a multi-year tie-up, Fanatics becomes the exclusive provider of EPL trading cards, stickers, and trading card games, from June 2025.

Fanatics replaces Panini, its long-time rival, as an EPL partner in these categories. GlobalData (Sportcal) has estimated the value of Panini's current EPL deal as $3 million annually.

The latter brand has held rights since 2019, with the last tie-up with the 20-team EPL having been unveiled in November, 2021.

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, being ended early, last August.

Will Brass, chief commercial officer of the Premier League, said: “Fanatics brings an outstanding track record and a strong commitment to innovation.”

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Fanatics Collectibles, in terms of its soccer presence, already has deals with Germany’s Bundesliga, European soccer’s UEFA governing body, and North America’s Major League Soccer.

The previous iteration of Fanatics Collectibles – Topps – was an EPL partner between 1994 and 2019, following which the Panini agreement was put in place.

Panini, meanwhile, extended its major rights deal with global soccer’s governing body FIFA late last year.

In terms of the EPL’s commercial partner stable, other brands include Nike, Barclays, Hublot, EA Sports, and Oracle.

It was heavily reported in late April that the league’s beer sponsor, Budweiser, is set to be replaced from 2024-25 by Guinness.