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Panini Group
Panini is an Italian company that produces books, comics, magazines, stickers, trading cards and other items through its collectibles and publishing subsidiaries. It is headquartered in Modena and named after the Panini brothers, who founded it in 1961. Panini distributes its own products and products of third party providers. Panini maintains a Licensing Division to buy and resell licences and provide agency for individuals and newspapers seeking to purchase rights and comic licences. Through Panini Digital, the company uses voice-activated software to capture football statistics, which is then sold to agents, teams, media outlets and video game manufactures.
New Media operates Panini's online applications and generates income through content and data sales. Forming a partnership with FIFA in 1970, Panini published its first FIFA World Cup sticker album for the 1970 World Cup. Since then, collecting and trading stickers and cards has become part of the World Cup experience, especially for the younger generation. In 2017, a 1970 World Cup Panini sticker album signed by Pelé sold for a record £10,450.
Panini produced stickers and trading cards for the UEFA Champions League until 2022, when it was replaced by Topps. As of 2025, Panini had licence rights of football international competitions such as the FIFA World Cup, UEFA Nations League and Copa América, as well as domestic leagues including the EFL (EFL Championship, EFL League One and EFL League Two) from the 2025-26 season, Spanish La Liga, Italian Serie A, Hrvatska Nogometna Liga, and Argentine Primera División among others.
Benito and Giuseppe Panini were operating a newspaper distribution office in Modena, Italy in 1960, when they found a collection of figurines (stickers attached with glue) that a Milan company was unable to sell. The brothers bought the collection and sold them in packets of two for ten lire each. They sold three million packets. Having had success with the figurines, Giuseppe founded Panini in 1961 to manufacture and sell his own figurines. Benito joined Panini the same year. Panini sold 15 million packets of figurines in 1961. The following year, 29 million units were sold, and brothers Franco and Umberto Panini joined the company in 1963. Umberto Panini died on November 29, 2013, at the age of 83. In 1966, Giuseppe founded a professional volleyball club that would later become known as Modena Volley.
The company became well known in the 1960s for its football collections, which soon became popular with children. Rare stickers (figurine) can reach very high prices on the collectors' market. Some popular games were invented which used stickers as playing cards.
In 1970, Panini began publishing L'Almanacco Illustrato del Calcio Italiano (The Illustrated Guide to Italian Football), after purchasing the rights from publishing house Carcano. Panini also published its first FIFA World Cup trading cards and sticker album for the 1970 World Cup in Mexico, in addition to using multilingual captions and selling stickers outside of Italy for the first time. Initiating a craze for collecting and trading stickers, Panini's stickers were an instant hit, with The Guardian stating in the United Kingdom, “the tradition of swapping duplicate [World Cup] stickers was a playground fixture during the 1970s and 1980s.” Another first for Panini, in the early 1970s, it began introducing self-adhesive stickers as opposed to using glue.
In 1986, Panini created a museum of figurines, which they donated to the city of Modena in 1992. Panini begins assembling each World Cup squad for their sticker album a few months before they are officially announced by each nation, which means surprise call-ups often do not feature in their album. A notable example of this was 17-year-old Brazilian striker Ronaldo, who was called up for the Brazil squad for the 1994 FIFA World Cup.
In May 2006, Panini partnered with The Coca-Cola Company and Tokenzone to produce the first virtual sticker album for the 2006 FIFA World Cup. The album was viewable in at least 10 different languages, such as Portuguese, Dutch, English, French, German, Greek, Italian, Japanese, Korean and Spanish. For the 2014 World Cup, three million FIFA.com users took part in the Panini Digital Sticker Album contest. Panini developed an app for the 2018 World Cup, where fans could collect and swap virtual stickers. Five million people gathered digital stickers for the 2018 World Cup.
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Panini Group
Panini is an Italian company that produces books, comics, magazines, stickers, trading cards and other items through its collectibles and publishing subsidiaries. It is headquartered in Modena and named after the Panini brothers, who founded it in 1961. Panini distributes its own products and products of third party providers. Panini maintains a Licensing Division to buy and resell licences and provide agency for individuals and newspapers seeking to purchase rights and comic licences. Through Panini Digital, the company uses voice-activated software to capture football statistics, which is then sold to agents, teams, media outlets and video game manufactures.
New Media operates Panini's online applications and generates income through content and data sales. Forming a partnership with FIFA in 1970, Panini published its first FIFA World Cup sticker album for the 1970 World Cup. Since then, collecting and trading stickers and cards has become part of the World Cup experience, especially for the younger generation. In 2017, a 1970 World Cup Panini sticker album signed by Pelé sold for a record £10,450.
Panini produced stickers and trading cards for the UEFA Champions League until 2022, when it was replaced by Topps. As of 2025, Panini had licence rights of football international competitions such as the FIFA World Cup, UEFA Nations League and Copa América, as well as domestic leagues including the EFL (EFL Championship, EFL League One and EFL League Two) from the 2025-26 season, Spanish La Liga, Italian Serie A, Hrvatska Nogometna Liga, and Argentine Primera División among others.
Benito and Giuseppe Panini were operating a newspaper distribution office in Modena, Italy in 1960, when they found a collection of figurines (stickers attached with glue) that a Milan company was unable to sell. The brothers bought the collection and sold them in packets of two for ten lire each. They sold three million packets. Having had success with the figurines, Giuseppe founded Panini in 1961 to manufacture and sell his own figurines. Benito joined Panini the same year. Panini sold 15 million packets of figurines in 1961. The following year, 29 million units were sold, and brothers Franco and Umberto Panini joined the company in 1963. Umberto Panini died on November 29, 2013, at the age of 83. In 1966, Giuseppe founded a professional volleyball club that would later become known as Modena Volley.
The company became well known in the 1960s for its football collections, which soon became popular with children. Rare stickers (figurine) can reach very high prices on the collectors' market. Some popular games were invented which used stickers as playing cards.
In 1970, Panini began publishing L'Almanacco Illustrato del Calcio Italiano (The Illustrated Guide to Italian Football), after purchasing the rights from publishing house Carcano. Panini also published its first FIFA World Cup trading cards and sticker album for the 1970 World Cup in Mexico, in addition to using multilingual captions and selling stickers outside of Italy for the first time. Initiating a craze for collecting and trading stickers, Panini's stickers were an instant hit, with The Guardian stating in the United Kingdom, “the tradition of swapping duplicate [World Cup] stickers was a playground fixture during the 1970s and 1980s.” Another first for Panini, in the early 1970s, it began introducing self-adhesive stickers as opposed to using glue.
In 1986, Panini created a museum of figurines, which they donated to the city of Modena in 1992. Panini begins assembling each World Cup squad for their sticker album a few months before they are officially announced by each nation, which means surprise call-ups often do not feature in their album. A notable example of this was 17-year-old Brazilian striker Ronaldo, who was called up for the Brazil squad for the 1994 FIFA World Cup.
In May 2006, Panini partnered with The Coca-Cola Company and Tokenzone to produce the first virtual sticker album for the 2006 FIFA World Cup. The album was viewable in at least 10 different languages, such as Portuguese, Dutch, English, French, German, Greek, Italian, Japanese, Korean and Spanish. For the 2014 World Cup, three million FIFA.com users took part in the Panini Digital Sticker Album contest. Panini developed an app for the 2018 World Cup, where fans could collect and swap virtual stickers. Five million people gathered digital stickers for the 2018 World Cup.