A history of Panini trading cards and stickers

Founded in 1961 by the Panini brothers, Giuseppe and Umberto, in Modena, Italy, Panini began as a small sticker and trading card business. Initially focusing on the production of collectible stickers for various sports. Panini’s first major success came in 1961 with the release of its first football sticker album, a concept that would go on to define the company’s legacy in the global collectible market.

Throughout the 1970s and 1980s, Panini expanded its operations, creating more football sticker albums and trading cards, eventually becoming synonymous with European soccer. The company secured exclusive licenses with top clubs and leagues, including Serie A in Italy, La Liga in Spain, and the UEFA Champions League, further cementing its place as a leading brand in Europe. Panini’s popularity soared with the release of its FIFA World Cup sticker albums, beginning in 1970, which remain a cherished part of the collectible landscape today.

In the early 2000s, Panini made a significant leap into the American market, acquiring the rights to produce trading cards for major US sports. This was a game-changer for the company, allowing Panini to expand into the basketball, football, and baseball card markets. In 2009, Panini acquired Donruss, an American trading card company known for its long history in the industry, which gave Panini a strong foothold in the competitive US market. The brand became the exclusive trading card partner for the NBA, NBA Players Association, and later the NFL and NFL Players Association, further solidifying its presence in North America.

Panini’s dedication to quality and innovation in the trading card world has led to the creation of highly collectible card sets, including the Panini Prizm series, which quickly became a fan favourite due to its unique design and use of holographic effects. Panini also revolutionised the hobby with the introduction of the Panini National Treasures and Panini Immaculate collections, which feature premium materials and autographed memorabilia cards that appeal to high-end collectors.

The company’s global reach expanded even further in the 2010s with its introduction of the Panini Adrenalyn XL trading card game, which was well-received in markets like the UK and Latin America. Panini also continued to strengthen its ties with major sports leagues worldwide, acquiring the exclusive rights to produce trading cards for international football clubs, including the Premier League and the UEFA Champions League.

In 2022, Panini entered a new chapter in its history with the announcement that it would end its long-standing partnership with the NBA and NBA Players Association, due to licensing changes that saw Fanatics take over the official NBA trading card rights. However, Panini continues to hold the exclusive rights for the NFL, NFLPA, and international football leagues, ensuring that its place in the sports collectibles market remains secure.

With its vast portfolio of licenses and continued focus on creating unique, high-quality products, Panini remains a dominant force in both the sports and entertainment card markets.

In the 1970s, Topps was finding success with its Kellog’s and Traded baseball card sets amongst others, with chase cards including baseball Hall-of-Famers Ozzie Smith, Mike Schmidt and George Brett. It was around this time Topps expanded its offerings to include a multitude of other US-focused sports including American football, basketball, and ice hockey, further solidifying its position in the fledgling collectibles market.

Naturally, pop culture also played a huge part in the growth of the collectibles market, and Topps were sure to be a part of that, releasing card sets based on legendary IP such as the Marvel Universe, Star Trek, Planet of the Apes and Star Wars. As well as more niche US entertainment cards such as Mork and Mindy, Welcome back Kotter and Buck Rogers. 

Topps continued to thrive in the years to come, but unfortunately for collectors of the time, cards were starting to lose their charm. The 1980s and 1990s are considered a bad time for trading cards in general within the US, particularly sports cards. Known affectionately as the “junk wax era”, this time saw manufacturers overproduce cards, flooding the market with a massive supply that significantly lowered the value of most individual cards due to the imbalance with demand.

The late 1980s did have one bright spot, particularly for European collectors. In 1989 Topps Europe was founded as Merlin Publishing Ltd. Interestingly, their very first sets in the European market were actually made for the Scottish Professional Football League, not the more popular English leagues. It wasn’t until 1994 that their first Premier League sets were released to the public. The European wing of the company grew at great pace in the years that followed with licenses secured for the UEFA Champions League, Bundesliga, Formula 1 and the WWE.

The 2000s saw Topps explode in popularity amongst the younger collectors with the creation of Match Attax in 2006. The trading card game has been a mainstay in UK for almost two decades with cards being traded amongst youngsters and adults alike. German collectors were also treated to Bundesliga Match Atta cards from January 2009 onwards, with the sets enjoying an equal level of popularity.

In January 2022 Topps were acquired by Fanatics for around $500 million, with the brand retaining its original name and IP. With Fanatics having long-term rights deals with the MLB, MLB Players Association, NBA, NBA Players Association and NFL Player Association, the future looks bright. 

At the start of 2025, with Topps arguably at its peak in terms of worldwide acclaim,  the company launched “1-of-1 Day”, a real ode to hardcore collectors that celebrates the hobby’s rarest and most coveted cards across all mediums. Some of the showcased cards included Tom Brady, Harry Houdini, Babe Ruth and even Robert Oppenheimer, father of the atomic bomb.