FIFA and Fanatics have expanded their commercial relationship, signing a long-term licensing agreement covering collectibles, including trading cards, stickers and trading card games. The agreement, which is set to take full effect in 2031, includes both physical and digital collectibles.
Although the deal is signed with the parent company, which is made up of several businesses, including licensed sports merchandise, trading cards and collectibles, it may still boost Fanatics Betting and Gaming visibility and engagement with fans.
It may also assist with any sponsorship negotiations the brand may hold itself on the betting marketing side.
The partnership will introduce a player jersey patch program, including debut patches, which will be inserted into football trading cards starting in 2031.
All products will be developed through Fanatics Collectibles and produced under the Topps brand.
Under the agreement, Fanatics will distribute more than $150m worth of collectibles free of charge over the lifetime of the partnership.
FIFA President Gianni Infantino stated: “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 favorite teams and with their favorite players.
“So, from FIFA’s point of view, we can globalize that fan engagement precisely thanks to our global tournament portfolio. And this provides another important commercial revenue stream that we channel back, as always, into the game, into football.”
Fanatics founder and CEO Michael Rubin said: “This is truly a historic day in our company’s history. Global football is the biggest growth opportunity in sports, and 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.”
Furthermore, Fanatics Fest will host pre-match press conferences for the FIFA World Cup Final for the first time. The event will take place on Friday, 17 July 2026, two days before the final, and will include coaches and players along with media availability for each team and an on-stage appearance.
On Sunday, 19 July 2026, Fanatics Fest will also host a public viewing event and will broadcast the FIFA World Cup Final on screens at the Javits Center for attendees.
In March, World Wrestling Entertainment (WWE) and game developer White Hat Studios partnered to launch a new branded online slot titled “WrestleMania: Road to Gold,” exclusively for Fanatics Casino’s online platform.
Fanatics Markets, the operator’s prediction market product, debuted in 24 states in December
