Panini's iconic World Cup stickers are in unprecedented demand, with many retailers selling out as football fans worldwide rush to complete the largest-ever tournament album featuring 980 collectible stickers.
The expanded 48-team FIFA World Cup has boosted interest in the long-running tradition, which began in 1970. Panini said it produced more than two billion sticker packs, each containing seven stickers, before the tournament started.
Retailers report demand has exceeded expectations. Adam Martin, co-owner of Dave and Adam's Card World, said his company has already reordered supplies twice after underestimating interest.
While individual stickers usually have modest value, collectors are chasing rare special-edition versions with coloured borders. Industry experts believe the ultra-rare one-of-one black-bordered Lionel Messi sticker could fetch as much as $200,000 at auction.
Collectors say the hobby's appeal extends beyond completing albums, with sticker-swapping events drawing thousands of participants worldwide. Panini has organised trading sessions in New York, while large swap meets have also taken place in Chile.
The 2026 tournament is expected to be Panini's final World Cup under its FIFA licence, with Fanatics-owned Topps set to take over production of official World Cup stickers and collectibles from the 2030 tournament, marking the end of a decades-long partnership.