EFL seal Panini deal

The English Football League has agreed a multi-year partnership with Panini.

Panini has become the league’s new trading card and sticker licensee. The collaboration, which starts from the 2025/26 season, marks the first time in almost 20 years that Panini has held the EFL licence.

The partnership will feature all 72 EFL clubs across the three divisions. It will include the launch of the first ever EFL hobby trading cards, which will feature player autographs and memorabilia. Panini will also have presence across the EFL’s three divisions and five Wembley finals.

Ben Wright, Chief Commercial Officer, EFL, said, “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.”

“We look forward to working with Panini on this 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.”

Katie Gritt, Head of Marketing – Sport, Panini, said, “We are partnering with the EFL, to bring collecting Panini to fans of all 72 EFL clubs. With every club set to feature in our collections.”

“We look forward to celebrating the talent throughout the EFL.”