With nearest US company
DFB probably signs a contract worth millions
April 30, 2026 – 9:01 a.mReading time: 2 minutes
The popular Panini stickers will soon be obsolete for the DFB team. As with the Bundesliga and Champions League, a new partner for trading cards is also coming into play for the national team.
Panini stickers have shaped the image of the national team for decades, but now the association has decided to change. According to information from “Bild”, the DFB has signed a new million-dollar contract. From 2031, the US merchandiser Fanatics will be the official licensing partner for trading cards, stickers and trading card games. In the future, the fan items will be produced by the Topps brand, which was acquired by Fanatics in 2022.
The collaboration is long-term and covers at least two World Cup cycles. This period includes, among others, the 2032 European Championships in Italy and Turkey, the 2034 World Cup in Saudi Arabia as well as the 2036 European Championships and the 2038 World Cup.
Economic development is also a focus for the association. Revenue from the licensing business is expected to increase significantly. In 2021, the DFB took in 7.5 million euros in this area, and in the financial year with the home European Championship in 2024 it was already 17.4 million euros. However, the report does not mention an exact amount that the new deal should bring in for the DFB.
For fans, the change means: Stickers and trading cards for the men’s and women’s national teams will only be available under the new brand from 2031. Topps aims to anchor the trading culture established in the USA more firmly in Europe. The prices for originally signed cards on the secondary market can rise sharply. The company already works with the Bundesliga, the Champions League as well as the US leagues NBA and NFL and individual athletes.
The new deal fits into a series of economic decisions by the DFB. The long-standing partnership with supplier Adidas will end after 77 years at the end of the year. In the future, Nike will take over; the US company will pay around 100 million euros per year, roughly twice as much. The association also recently announced a cooperation with Google. In total, the DFB generated income of 165.7 million euros from sponsorship in the 2024 financial year.