In a strategic move shaking up the sports collectibles scene, powerhouse Fanatics is set to reclaim the rights to produce trading cards and stickers for the renowned Premier League, commencing from the 2025/26 season. This transformative development marks the return of licensing authority to Fanatics, following a previous period where competitor Panini held the exclusive rights – an arrangement that will be sustained until May 2025.
Fanatics, already a dominant force in the collectibles market after acquiring the prestigious Topps brand in January 2022, currently boasts licensing agreements with various esteemed sports leagues and events, ranging from the NBA and NFL to UFC and Formula 1. The addition of the Premier League to its extensive portfolio is poised to elevate Fanatics’ standing, particularly amplifying its presence in the European sector.
The Premier League, renowned as the home to six of the world’s top ten most valuable soccer clubs, commands a vast global following, enhancing the significance of this collaboration. Will Brass, Chief Commercial Officer of the Premier League, reiterated his excitement about partnering with Fanatics, highlighting the company’s dedication to innovation and proven track record in enhancing fan engagement through collectibles.
David Leiner, the President of Trading Cards at Fanatics Collectibles, discussed the company’s strategic focus on expanding the trading card segment in Europe, an arena historically dominated by sticker collecting practices. Leiner underscored the Premier League’s interest in Fanatics’ distinctive approach not just to collectibles but also in how the company nurtures player relationships, showcasing collaborations with sports stars like Tom Brady and Ronald Acuna Jr.
Furthermore, Fanatics has solidified its presence in English football through e-commerce ventures and licensed apparel partnerships with notable entities such as The FA and various Premier League clubs, effortlessly integrating into the fabric of the sport. This innovative pact signals a seismic shift in the landscape of collectibles, promising fans across the globe a more immersive and comprehensive collecting experience once the 2025/26 season kicks off.
