Fanatics has announced an exclusive agreement with FIFA to become the sole licensee for World Cup soccer collectibles, set to take effect in 2031. This deal will see Fanatics displace Panini as the exclusive licensee for FIFA's collectibles, further expanding Fanatics' already significant portfolio, which includes major sporting franchises such as the NFL, NBA, and MLB [1]. The agreement is part of Fanatics' broader strategy to consolidate its position in the $100 billion sports collectibles market, as estimated by Morgan Stanley [1].
Under the new FIFA-Fanatics agreement, a notable innovation will be introduced: starting from this year's World Cup, tournament debutants will wear 'debut patches' on their inaugural matchday jerseys. These patches will later be removed and distributed as exclusive trading cards once the agreement takes effect in 2031 [1]. This practice, which began in the 2023 Major League Baseball season after Fanatics acquired exclusive MLB card licenses, has proven lucrative, with one-of-one debut cards selling for thousands of dollars on platforms like eBay [1]. The debut card concept has since been replicated across other franchises, including Formula 1 and the NBA, where Fanatics-owned Topps previously held licenses [1].
Fanatics' aggressive expansion and innovative practices have not gone unnoticed, attracting legal challenges and accusations of monopolistic behavior as the company strengthens its grip on the global sports collectibles market [1]. In 2025, Fanatics opened its first brick-and-mortar collectibles store on London's Regent Street, marking a shift from the traditional distributor or online sales models used by competitors like Panini and pre-acquisition Topps [1]. The company has also leveraged celebrity endorsements, with figures such as Formula 1 driver Lewis Hamilton and influencer Logan Paul participating in promotional events [1].
FIFA President Gianni Infantino praised Fanatics' approach, stating on May 7 that the company is 'driving massive innovation in sports collectibles that does provide fans with a new, a meaningful way to engage with their favorite teams and with their favorite players' [1]. The exclusive FIFA deal positions Fanatics to control collectibles licensing for the flagship event of the world's most popular sport, following a World Cup that engaged 5 billion viewers in 2022 [1].
CONCLUSION
Fanatics' exclusive FIFA World Cup collectibles license marks a significant expansion of its market dominance, introducing new innovations and sales strategies to the industry. While the deal is expected to reshape the sports collectibles landscape, it has also drawn legal scrutiny and concerns over monopolistic practices. The market is likely to see increased competition and innovation as Fanatics cements its leadership in this multi-billion dollar sector.