Premier League renews Panini partnership

The Italian company signs a new multi-year deal with the English top-flight.

The Premier League has announced a multi-year renewal of its licensing deal with global trading card manufacturer Panini.

The renewal extends the partnership that was first formed back in 2019.

The extension of the deal means Panini will continue as the Premier League’s Official Sticker and Trading Card Licensee.

Panini has reported that the sales of Premier League Adrenalyn trading cards have doubled this year. The Italian company has also confirmed that the Panini sticker sales have also climbed to the highest level in the last fifteen years despite the COVID situation.

Peter Warsop, Panini Group Licensing Director, commented:

“Panini has ignited the Football collectables market in the USA, China and internationally. The Premier League will continue to attract new fans and collectors with Panini enjoying continued substantial growth domestically and through 60-plus other International markets.”

Mike Riddell, Panini UK Managing Director, stated:

“We are proud to be awarded the most prestigious license in the UK, and we relish the prospect of continuing to grow the market in the coming years.”

Premier League Chief Commercial Officer, Will Brass, added:

“Stickers and trading cards are a great way for fans around the world to engage with the Premier League and its clubs.

“Panini has been a great partner since becoming the Premier League’s official sticker and trading card licensee in 2019, and we look forward to continuing to build our relationship over the coming seasons.”