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Panini, Premier League Extend Cards and Collectibles Deal

Panini will retain its sticker and trading card license with the Premier League thanks to a multi-year agreement announced Monday.

Trading card and collectibles giant Panini will continue its partnership with England’s Premier League, the richest domestic competition in soccer. The two parties announced on Monday that they have agreed to a multi-year deal to extend the relationship that began in 2019.

This is yet another win for Panini, which has managed to collect victories like sealed wax despite its contracts for the NFL and NBA winding down for good. In 2021 alone, the collectibles company has partnered with the UFC, ridden the NFT wave, signed star college athletes to NIL deals, and furthered its influence with other top sports leagues around America and the world. It is also primed to replace Topps as WWE’s exclusive trading card partner.

The EPL announcement comes at the same time that the league revealed that domestic sales of its Premier League Adrenalyn trading card set have doubled in 2021.

“Panini has ignited the football collectibles market in the USA, China, and internationally,” Panini group licensing director Peter Warsop said. “The Premier League will continue to attract new fans and collectors with Panini enjoying continued substantial growth both domestically and through 60-plus other international markets.”

On the Premier League side, the organization sees value in helping grow the collectibles market and watching it translate to increased enthusiasm for the sport.

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“Stickers and trading cards are a great way for fans around the world to engage with the Premier League and its clubs,” said Premier League chief commercial officer Will Bass. “Panini has been a great partner since becoming the Premier League’s official sticker and trading card licensee in 2019, and we look forward to continuing to build our relationship over coming seasons.”

About The Author
Russell Steinberg
Russell Steinberg
Russell Steinberg is an editor and writer at Boardroom. He came to the brand in 2021 with a decade of experience in sports journalism, primarily covering college basketball at SB Nation as a writer, reporter, and blog manager. In a previous life, he worked as a social media strategist and copywriter, handling accounts ranging from sports retail to luxury hotels and financial technology. Though he has mastered the subtweet, he kindly requests you @ him next time.