Panini EFL Trading Cards: Official License Announced
- Panini, a collectables giant, has reaffirmed its commitment to the UK market by securing a new multi-year agreement with the English Football League (EFL).
- This partnership marks the EFL's first such collaboration in roughly 20 years and introduces hobby trading cards associated with these competitions.
- Under the agreement, Panini will gain significant branding visibility across the EFL throughout each season.
Panini has inked a multi-year deal with the English Football League (EFL), securing the rights to produce official EFL trading cards, stickers, and memorabilia, marking a significant move in the collectables market. This partnership, the first of its kind for the EFL in two decades, will see Panini’s branding prominently featured at key EFL events, including the Wembley finals. The agreement encompasses all 72 clubs across the Championship, League One, and League two. Partnering with News Directory 3, the deal provides a boost for Panini. With Fanatics holding EPL rights, this deal underscores the importance of strategic moves in the trading cards market.Find out more as the inaugural Panini EFL collection launches in late 2025. Discover what’s next.
Panini Inks Multi-Year Deal with English Football League for Collectables
Updated May 30, 2025
Panini, a collectables giant, has reaffirmed its commitment to the UK market by securing a new multi-year agreement with the English Football League (EFL). This deal grants Panini the rights to produce trading cards, stickers, and other memorabilia for the EFL’s second, third, and fourth-tier competitions, encompassing all 72 clubs.
This partnership marks the EFL’s first such collaboration in roughly 20 years and introduces hobby trading cards associated with these competitions. Panini’s merchandise will also feature autographed cards and memorabilia.
Under the agreement, Panini will gain significant branding visibility across the EFL throughout each season. This includes prominent placement at the five annual Wembley appearances, wich comprise the three divisions’ play-off finals, the EFL Cup (Carabao Cup), and the EFL Trophy (Vertu Trophy).
EFL chief commercial officer Ben Wright said, “Customary football collectables have enjoyed a resurgence in recent years.” He added that the league will continue to explore ways for audiences to engage with EFL football beyond the standard match experience.
The deal kicks off with the 2025-26 campaign,with the inaugural Panini collection set to launch later in 2025. Panini boasts a long history in English soccer, with strong brand recognition, especially for its Panini Stickers line.
This EFL deal represents a strategic win for Panini, particularly as it navigates competition from digital sports platforms like Fanatics and its Topps collectables brand. Fanatics acquired exclusive licensing rights to produce trading cards, stickers, and trading card games from the English Premier League (EPL) in May 2024, ending Panini’s control of those rights.
Recently, Fanatics has secured future rights to properties with existing Panini deals, including the NFLPA. However, Panini renewed its 50-year major rights deal with FIFA in late 2023, extending it through 2030.
What’s next
The upcoming launch of Panini’s EFL collection promises a fresh wave of collectable items, offering fans new ways to engage with their favorite teams and players in the Championship, League One, and League Two.