NEW YORK: FIFA has signed a long-term exclusive collectibles partnership with Fanatics, expanding their growing commercial relationship.
The agreement will cover physical and digital trading cards, stickers, and trading card games. The partnership will fully begin in 2031.
Under the deal, products will be designed through Fanatics Collectibles and released under the label. The companies plan to introduce new fan-focused innovations across global football competitions.
One major feature includes player jersey patch cards and debut patches. These collectibles will appear in football trading cards from 2031 onward.
Youth Football Support Included
Fanatics also pledged to support youth football worldwide through the partnership. The company will distribute more than $150 million worth of free collectibles during the agreement’s lifetime.
Gianni Infantino said Fanatics continues to drive innovation in sports collectibles and fan engagement.
He added that FIFA’s global tournaments provide a strong platform to expand fan interaction and generate additional football revenue.
Michael Rubin described the agreement as a historic moment for the company. He said global football represents one of the biggest growth opportunities in sports.
FIFA World Cup Final Events at Fanatics Fest
For the first time, pre-match press conferences for the FIFA World Cup Final will take place during Fanatics Fest.
The official events will be held on July 17, 2026, at the Javits Center in New York.
Coaches and players from both finalist teams will attend media sessions and fan events during the festival.
Fanatics Fest will also host a large public watch party on July 19, 2026. Organizers expect tens of thousands of fans to attend the live screening of the World Cup final.
The new agreement strengthens FIFA and Fanatics’ broader business relationship ahead of the FIFA World Cup 2026.
Fanatics already serves as FIFA’s official retail and merchandising partner for the 2026 tournament. The company manages stadium retail stores and FIFA Fan Festival shopping experiences.
Fanatics and FIFA also recently announced a multi-day FIFA presence at Fanatics Fest NYC 2026, scheduled from July 16 to July 19.
Mike Mahan said the partnership aims to bring fans closer to players through innovative products and experiences.