Panini World Cup sticker album boom in the US

The Panini World Cup sticker album, a tradition in Europe and South America for over 50 years, has seen unprecedented demand in the United States since the start of the 2026 World Cup. Panini produced about 2 billion packets worldwide, but the first print run sold out in a week, leaving many US retailers without stock. The surge is attributed to the US being a host nation, the growing popularity of soccer (bolstered by Lionel Messi's arrival in MLS in 2023), and aggressive promotion by US influencers. Panini opened a pop-up store at Rockefeller Center in New York, where thousands gather daily to buy and trade stickers. According to Jason Howarth, Panini US marketing director, global sales have already quintupled those of the 2022 Qatar World Cup. The 2026 album features 980 stickers, the highest ever, due to the expansion from 32 to 48 teams. Limited-edition variants, especially black-border stickers of stars like Lionel Messi, Cristiano Ronaldo, Lamine Yamal, and Kylian Mbappé, are highly sought after; experts estimate Messi's black-border sticker could be worth $200,000. However, FIFA announced in May that from 2031, its exclusive sticker and collectibles partner will be Fanatics (Topps), replacing Panini. Fanatics previously replaced Panini for UEFA collectibles from 2022 to 2028.