The Future of Panini Cards: What is Happening to the Panini License?

The State of Panini

Panini, a trading card industry giant, is at a crossroads. The brand is set to lose the rights to produce licensed NBA and NFL trading cards in 2025 and 2026, respectively, leaving a gaping hole in its product lineup and raising questions about the future. Collectors are wondering whether unlicensed products will be able to bear the weight of these headwinds, and the answer might surprise you.

Will Panini weather the storm ahead, or will the discontinuation of Panini sports cards pave the way for a new competitor? Find out with Giant Sports Cards.

The NBA, MLB, and NFL Panini Licenses

What Happened?

The answer is as bureaucratic as it gets: Panini’s contracts with the leagues are expiring, and the leagues have decided to go in a different direction. What’s interesting is the why and what happens to Panini cards afterward.

Why Was Fanatics Chosen?

For consumers, TCGs and sports card boxes are some of the most relaxing purchases one can make today. Ironically, the behind-the-scenes negotiations involved in sports card licenses are the polar opposite: vicious and competitive. With that in mind, we can start to unravel some of the reasons behind the license change:

• Competition: In the past, licenses generally switched between the leading brands: Topps and Panini. Things have changed drastically since Fanatics entered the arena in 2021. The Panini license change can, in part, be attributed to a more competitive market where the leagues and the fans demand better.
  
  This is also why Fanatics currently holds the MLB license. Their acquisition of Topps in 2022 gave them the exclusive right to design and distribute licensed baseball cards through 2025. Panini, on the other hand, continues to release unlicensed products like the Panini Prizm lineup.

• Changing Tastes: The trading card market is shifting away from traditional models and towards innovation. The impending discontinuation of branded Panini sports cards reflects this trend. The NBA and NFL are looking for partners who can deliver on financial promises and bring fresh ideas to the table. Leagues want partners who can leverage the power of digital platforms to engage younger audiences.This Panini license trend holds for the consumer side, as well.
  • Limited Editions: Panini has often been criticized for releasing an overwhelming amount of limited edition cases, often with seemingly arbitrary distinctions. Collectors want more accessible and less confusing product lines. Fanatics might deliver on that front with more strategic releases, ensuring that cards are more widely available and less driven by artificial scarcity.
  • Rookie-Focused: Panini often prioritizes rookie cards, leading to a perception of inflated prices and limited interest in cards featuring established players. The Panini Immaculate lineup is a good example here. Fanatics could offer a more balanced approach, showcasing a wider range of players and potentially even focusing on veteran players and their contributions.
    
    This could be one of the best changes to come from the Panini license switch, since it could make the hobby more enticing for new entrants.

• Higher Revenue: Profit is king, and the potential for higher revenue will always be a major factor in decisions like the discontinuation of Panini sports cards. Fanatics’ acquisition of Topps is a clear signal to investors and the industry that this is a company with a very aggressive growth strategy. Leagues like the NFL see this aggression as a sign that Fanatics is committed to generating more revenue through expansions and partnerships.

Will Card Values Be Affected?

License changes are standard procedure, and the effects on your collection won’t be as drastic as you might think. There are a couple of reasons for this:

• Rarity: The Panini license changes won’t affect current card values because they are, as always, determined mostly by rarity. Panini sports cards, especially older or limited edition ones like an Ohtani Spectra rookie card, will easily retain their value in the future. Nostalgia also plays a significant role here, and collectors who want to relive an exciting moment generally won’t care whether the card is licensed. 

• Demand: While Fanatics may introduce new card designs and product lines, collectors will still value older Panini cards. The demand for those cards will continue to fluctuate based on players' performance, market trends, and individual preferences. If the discontinuation of Panini sports cards is a worry, just remember that discontinued cards are often even more valuable.

As far as the Panini license is concerned, we’ve already seen examples of license changes in the past. For instance, Topps and Upper Deck both lost the license to design and distribute branded cards heading into 2011, and many of those cards are still just as, if not more, valuable today.

Antitrust Laws and The Future

Panini and Fanatics are both embroiled in multiple lawsuits against each other. Both companies are accusing the other of using anti-competitive practices to strengthen their hold over the market, and they’re both right to some degree. For example, Panini held three of the four major sports licenses when it first filed the suit—a near monopoly. Fanatics, on the other hand, has been accused of winning Panini’s former licenses by strong-arming competitors with its financial resources.

Whatever the outcome may be, collectors need to recognize that licenses changing hands does not mean a discontinuation of Panini’s sports cards. The brand will continue to produce new hobby boxes under its familiar product lines like Mosaic and Elite—without the logos and player names.

Build a Future-Proof Collection

The ideal collection contains some of the old and some of the new. Get both at the best prices with Giant Sports Cards today. Unbox Your Love Of The Game™ with fast and free shipping on orders over $199. Whether you’re looking for older Panini classics or the upcoming licensed Topps releases, there’s no better way to build a collection.