FIFA and Fanatics have agreed to a landmark long-term exclusive collectibles partnership, further expanding their already extensive commercial relationship. The deal, which will come fully into effect in 2031, will cover physical and digital collectibles, including trading cards, stickers and trading card games.
Under the agreement, products will be designed and developed by Fanatics Collectibles and produced under the Topps brand. Among the innovations planned is a player jersey patch programme — including debut patches — which will begin appearing in football trading cards from 2031 onwards.
As part of the partnership, Fanatics has also pledged to support youth football globally by distributing more than $150 million worth of free collectibles to young people around the world over the lifetime of the agreement.
Gianni Infantino said the collaboration would help expand fan engagement worldwide and create an additional revenue stream for football. “Across the sports landscape, we see that Fanatics are driving massive innovation in collectibles that provides fans with a new, meaningful way to engage with their favourite teams and players,” he said. “From FIFA’s point of view, we can globalise that fan engagement thanks to our global tournament portfolio.”
Michael Rubin described the agreement as “a historic day” for the company, adding that global football represents one of the biggest growth opportunities in sport. “When you combine the power of FIFA with the innovation and entrepreneurial backbone of Fanatics, together we’re poised to elevate storytelling and collectibles around the game in a way that’s never been seen before,” he said.
Mike Mahan added that the partnership would deliver innovative products aimed at bringing fans and collectors closer to players and the world’s biggest football competitions.
The collaboration will also extend beyond collectibles. For the first time, the official pre-match press conferences for the 2026 FIFA World Cup Final will take place at Fanatics Fest NYC 2026 on 17 July 2026, two days before the final. Coaches and players from both teams will participate in media sessions and on-stage appearances.
On the day of the final, 19 July 2026, Fanatics Fest will also host a large-scale watch party, with the match broadcast live across screens throughout the Javits Center for tens of thousands of expected attendees.
The agreement builds on an already strong relationship between FIFA and Fanatics. The company is currently the official on-site retail and merchandising operator for the 2026 FIFA World Cup, including stadium retail operations and FIFA Fan Festival experiences. FIFA will also have a multi-day presence at Fanatics Fest NYC 2026.
Since joining Fanatics in 2022, Topps has introduced several innovations in the collectibles market, including Rookie Debut Patch programmes across leagues such as Major League Baseball, the National Basketball Association and the National Football League, alongside new game-used memorabilia concepts and collectible technologies.
