FIFA and Fanatics announced a significant long-term partnership focused on collectibles, including trading cards and stickers, which will begin in 2031. The deal aims to enhance fan engagement by providing innovative ways to connect with football. Notably, players participating in their first World Cup this summer will have debut patches on their cards, a concept first introduced in 2023 by Major League Baseball. FIFA President Gianni Infantino highlighted that this partnership will help globalize fan engagement and generate additional revenue for football. Fanatics founder and CEO Michael Rubin expressed enthusiasm about the potential for growth in global football collectibles. The deal will also conclude FIFA's long-standing collaboration with Panini, which started in 1970. Additionally, Fanatics Fest will take place on July 17 in New York City, coinciding with the FIFA World Cup final, featuring a watch party and live coverage of the event.