Key facts
- Panini's sales have tumbled in the UK after losing the Premier League license.
- Fanatics will become the Premier League's exclusive provider of trading cards, stickers, and trading card games from June 2025.
- Panini's previous deal was reportedly worth $1.5 million annually.
- Panini still holds licenses with FIFA and the Women's Super League.
- Fanatics already has licensing rights for UEFA club competitions, Bundesliga, MLS, MLB, UFC, and Formula One.
Panini has experienced a significant drop in UK sales following the loss of its exclusive license to produce Premier League stickers and trading cards. The Premier League announced a new multi-year agreement with Fanatics, which will take over as the official provider of these collectibles starting in June 2025. This marks the end of Panini's tenure as the league's licensee, a role it has held since 2019, with a previous extension reportedly valued at $1.5 million annually. Despite this setback, Panini maintains partnerships with FIFA and the Women's Super League, and has secured new deals with LIV Golf and WNBA stars Caitlin Clark and Angel Reese. The loss of the Premier League license is seen as a blow to Panini and intensifies its ongoing dispute with Fanatics. Panini had previously filed an antitrust lawsuit against Fanatics, accusing it of creating a monopoly through anticompetitive practices, to which Fanatics has responded with a countersuit. The Premier League's chief commercial officer, Will Brass, expressed enthusiasm for the new partnership with Fanatics, highlighting their track record and commitment to innovation in creating memorable collectible experiences for fans.