The English Football League (EFL), a league of professional football clubs from England and Wales, has inked a multi-year partnership with Panini, the world-renowned sticker and trading card company.
Panini, an international innovator in the collectables industry identified for its iconic stickers and trading cards, is joining forces with the world’s original league football competition and its clubs to commemorate the EFL’s rich history and heritage while also bringing fans closer to the game.
For the first time in nearly 20 years, the partnership offers to make an impact at the core of football fan culture by establishing a unique and personal connection to all 72 EFL Clubs, such as the launch of the first-ever EFL hobby trading cards, starring player autographs and memorabilia for collectors to chase beginning with the 2025-26 season.
Panini’s branding will be available in all three EFL divisions and five Wembley finals as the exclusive rights holder for creating the unique sticker and trading card collections starring some of the biggest names in English football history.
Chief Commercial Officer at the EFL, Ben Wright, said, “The EFL is part of the fabric of life for hundreds of millions of fans across the world. This new partnership with Panini provides the opportunity and new ways for the League and our Clubs to engage with supporters, in particular, younger fans. Traditional football collectables have enjoyed a resurgence in recent years, appealing to fans aged eight to 80. We look forward to working with Panini on this exciting new venture, where the League, following the inaugural season of Fantasy EFL, will continue to provide ways for new and existing audiences to engage with EFL football beyond just the 90 minutes on the pitch.”
Head of Marketing for Sport at Panini, Katie Gritt, commented, “We are delighted to be partnering with the EFL to bring the magic of collecting Panini to fans of all 72 EFL clubs. The EFL is integral to the football pyramid, and with every club set to feature in our collections, fans will soon be able to enjoy finding their favourite players from the clubs they love. We can’t wait for the first collection to launch later this year and look forward to celebrating the incredible talent throughout the EFL, in true Panini style.”
