Collector Club
Panini America has signed a new multi-year agreement with the Women’s National Basketball Players Association (WNBPA), described by both sides as the most lucrative licensing partnership in women’s sports to date.
The renewal keeps Panini as the exclusive producer of WNBA trading cards and arrives amid sharp growth in demand for women’s basketball collectibles.
Panini says the extension spans physical releases, digital cards and on-demand platforms, with increased player marketing, product innovation, autograph deals and sponsored events such as the WNBPA Rookie Premiere. Panini brands expected to feature include Prizm, Donruss, Select, National Treasures and Panini Instant, alongside activity on Panini’s Blockchain platform.
Panini and WNBA deal highlights turning point for the popularity of Women’s basketball
Reporting around the deal highlights a reworked revenue model that directs a larger share of sales to players, with industry estimates suggesting WNBA trading cards now generate mid-eight-figure annual revenues.
Nneka Ogwumike, WNBPA president, framed the renewal as a player-centred milestone: “This is about the players and the power of what we’ve built together.”
The women’s market has accelerated across 2024 and 2025, with star rookies drawing new collectors and headline sales. Panini’s recent WNBA releases have spotlighted names such as Caitlin Clark and Angel Reese, while record auction results have underlined the category’s step-change in visibility and value. The renewal positions Panini to build on that momentum as more fans enter the space.
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