{"id":34792,"date":"2026-07-31T08:26:23","date_gmt":"2026-07-31T08:26:23","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&p=34792"},"modified":"2026-07-31T08:26:24","modified_gmt":"2026-07-31T08:26:24","slug":"fanatics-x-fifa","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2026-winners\/fanatics-x-fifa\/","title":{"rendered":"Fanatics x FIFA"},"content":{"rendered":"\n\n
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\n \/\/ WINNER <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Deal of the Year<\/a>\n\n\t\t\t\t\t\t

Fanatics x FIFA<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n\n\n\n\n
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In May 2026, Fanatics and FIFA signed a significant expansion to their existing partnership, moving beyond e-commerce and licensed merchandise into one of the most valuable areas of sports fandom: collectibles. In May 2026, the two organisations announced a long-term exclusive agreement giving Fanatics Collectibles, through its Topps brand, the rights to produce FIFA trading cards,\u00a0stickers\u00a0and trading card games across FIFA competitions from 2031 onwards.<\/span>\u00a0<\/span><\/p>\n

As a licensing agreement, the deal will be worth billions of dollars in revenue. And\u00a0it\u2019s\u00a0significant not just because it ends Panini\u2019s iconic decades-long hold on FIFA World Cup stickers and cards. It also catapults Fanatics into one of the most influential seats at world football\u2019s top table. Fanatics CEO Michael Rubin is now in position as one of FIFA\u2019s most trusted partners.<\/span>\u00a0<\/span><\/p>\n

The new deal includes physical and digital products and introduces Fanatics\u2019 successful jersey patch card programme to international football. A full five years before the terms of this deal even kick in, we saw new patches and referee names on jerseys across this year\u2019s men\u2019s World Cup.<\/span>\u00a0<\/span><\/p>\n

In an unprecedented move, it also saw Fanatics Fest \u2013 the annual sports fan convention held each summer in New York \u2013 integrated into the fabric of the World Cup tournament, with the final press conferences hosted as part of the Fanatics Fest programme.<\/span>\u00a0<\/span><\/p>\n

Congratulations to\u00a0Fanatics and FIFA, joint winners\u00a0in\u00a0the Deal of the Year category\u00a0in\u00a0the 2026 Leaders Sports Awards.<\/span>\u00a0<\/span><\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

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NEW YORK, NEW YORK – JULY 17: Emiliano Martinez, Lionel Scaloni, Head Coach of Argentina, and Lionel Messi #10 of Argentina speak with American football player Tom Brady and Former football player Rio Ferdinand during a press conference ahead of the FIFA World Cup 2026 Final at Fanatics Fest at Javits Center on July 17, 2026 in New York, New York. (Photo by Elsa\/Getty Images)<\/figcaption><\/figure>\n\n\n\n
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NEW YORK, NEW YORK – JULY 17: The FIFA World Cup Trophy is displayed during a press conference ahead of the FIFA World Cup 2026 Final between Spain and Argentina at Fanatics Fest at Javits Center on July 17, 2026 in New York, New York. (Photo by Elsa\/Getty Images)<\/figcaption><\/figure>\n<\/figure>\n\n\n\n\n
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6 September – 8 October 2026<\/p>\n \n

Discover More At Leaders Week<\/h2>\n \n
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The Leaders Sports Awards will kick Leaders Week off in style, but what else is happening across the week?

Two days at Stamford Bridge will bring together 3,000 senior decision-makers to exchange ideas, strengthen relationships and get business done. From three stages of future-facing insight to focused Forums, curated Masterclasses and networking built around every kind of conversation, this is where the global sports industry comes together to shape what happens next.<\/p>\n <\/div>\n \n

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6 October 2026<\/p>\n \n

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