In a move set to send ripples through the sports collectibles industry, Fanatics has emerged victorious in securing the licensing rights to produce trading cards and stickers for the Premier League starting in the 2025/26 season. This power play comes on the heels of Fanatics losing the license to Panini, who will maintain their partnership with the league until May 2025.
Fanatics, who recently acquired the prestigious Topps brand in January 2022, already boasts an impressive collection of licensing rights across various major sports leagues and events. From the NBA to the NFL, UFC, and Formula 1, as well as the Bundesliga and UEFA Club Competitions, Fanatics has solidified its position as a force to be reckoned with in the sports memorabilia market. The latest agreement with the Premier League is set to further bolster Fanatics’ already extensive portfolio, signaling a significant step towards solidifying their presence in the European market.
The Premier League, serving as the home to six of the world’s most valuable soccer clubs and boasting a massive global fanbase, represents a strategic and lucrative partnership for Fanatics. Will Brass, Chief Commercial Officer of the Premier League, expressed excitement about joining forces with Fanatics, highlighting the company’s dedication to innovation and its proven track record in enhancing fan engagement through collectibles.
David Leiner, President of Trading Cards at Fanatics Collectibles, shared insights with ESPN regarding the company’s strategic approach to expanding the trading card market in Europe. Leiner emphasized the Premier League’s interest in Fanatics not only for their collectibles expertise but also for their successful player relationship management. Pointing to existing partnerships with sports stars like Tom Brady and Ronald Acuna Jr., Fanatics aims to bring a fresh perspective to the traditional European sticker collecting scene.
Fanatics’ footprint in English football extends beyond trading cards and stickers, with the company holding e-commerce and licensed apparel partnerships with The Football Association and multiple Premier League clubs. These existing collaborations underscore Fanatics’ commitment to embedding itself deeper into the fabric of English soccer culture, setting the stage for a transformative partnership poised to reshape the sports collectibles landscape.
With the new agreement set to kick in for the 2025/26 season, fans around the world can look forward to a revamped and immersive collecting experience. As Fanatics prepares to weave its magic into the realm of Premier League collectibles, the potential for enhanced fan engagement and an enriched collecting experience looms large on the horizon. The future of sports memorabilia is indeed in for a captivating transformation with Fanatics at the helm.
