Panini Loses NBA & NFL Licensing: What It Means for Card Collectors and the Hobby

It started as an idea and a sketch, but it soon became one of the top modern insert sets in sports card collecting history.

A designer at Panini had the idea to create an insert card that looked like it was cut from a comic book — bold colors, thick lines, and explosive graphics, and absolutely no photography.

So, the creative team mocked up a sample. 

In-house reactions were mixed. There was no precedent for a card like this, so every concern was valid. Was it too loud? Too different? Would it turn off collectors used to more traditional cards?

Only one way to find out.

Panini quietly tucked Kaboom! cards into the checklist of Panini’s 2013-14 Innovation Basketball set, and collectors were quick to embrace the innovation. Though these new cards didn’t come with autographs or patches, they were bold and instantly recognizable.

And they became a must-pull, evolving into one of the most chased inserts across not just Panini products, but all sports card sets. 

This level of risk-taking became a core part of Panini’s brand in the U.S. From Kaboom! and Prizm parallels to ultra-premium rookie patch autographs (RPAs), the company introduced products and concepts that shifted the way card collectors thought about value, scarcity, design, and impact.

But now, after years of helping shape the modern chase, Panini stands at a crossroads. With the loss of its NBA and NFL licensing, the brand that led the hobby into its current era is staring at an uncertain future — one without two league partnerships that helped define its identity.

Let’s break down how Panini lost its NBA and NFL licenses, what the means for the value of its cards (past and future), and what may be next for the brand as it navigates the hobby it helped shape.

How Panini Lost Its NBA and NFL Card Licenses to Fanatics

Panini’s trouble began in 2021. That’s when sports-merch powerhouse Fanatics stunned the card collecting world by making a behind-the-scenes power play.

Fanatics quietly negotiated exclusive, long-term licensing deals with the NBA, the NFL, and Major League Baseball, including each league’s players’ association. They got a jump-start on license exclusivity for MLB in 2022 when they bought Topps for $500 million.

Because of these deals, Panini’s long-time partnership contracts with NBA and NFL expired in 2025 and 2023, respectively — the latter when the NFL Player Association terminated their Panini contract three years early.

All this allowed Fanatics to become the sole producer of official cards for these top-tier markets.

That’s not to say Panini can’t produce cards featuring players from either sport. It’s just that player likenesses will need to be negotiated outside player associations and no league or team branding can appear on any future cards — a definite hit to demand and value.

So, how did Panini allow this to happen? According to executives, the answer’s simple: they were never invited to the bargaining table.

“Panini was not given an opportunity to bid or otherwise compete for the licenses Fanatics acquired,” Panini alleges in an antitrust lawsuit against Fanatics that could impact the sports card industry. “Panini only learned about Fanatics’ exclusive agreements after they were consummated, through reading about them in the media.”

Reportedly, Fanatics made the leagues a series of offers they couldn’t refuse. These included hefty financial guarantees, of course. They also included offering equity stakes to the players’ associations, allowing the NFLPA, MLBPA, and NBAPA to own a piece of the Fanatics’ card business.

Final deals were for 10 years of NBA licensing and 20 years of NFL exclusivity — a pair of long-term deals that no doubt will make Fanatics a powerhouse in the industry.

What Happens to Panini Now Without NBA and NFL Licensing?

Panini isn’t going away.

Long before it began printing Prizm rookie cards and Kaboom! inserts, the company was a global sticker and collectibles brand with deep roots overseas.

It still holds major licenses outside the NFL and NBA, including rights for NASCAR, the WNBA, UFC, and international soccer, where it remains a dominant force. Products like its FIFA World Cup sticker books sell by the millions globally and will continue to anchor its presence in international markets.

In the U.S., however, the strategy will need to shift.

Without official NBA and NFL rights, Panini could lean into producing unlicensed versions of football, basketball, or even baseball cards — similar to what it did for years in MLB with players-only deals. That means no team logos, no official uniforms, and in many cases, no active players without direct contracts.

That’s a hard sell for many collectors. But it could carve out a lane in lower-cost or retail-focused products, especially for casual fans or kids who care more about the player on the card than the logo on the jersey.

Another route is to double down where they still have traction. Panini has quietly built solid followings in soccer and WNBA collecting, and the company may choose to further invest in those spaces, offering premium sets and hobby exclusives that speak to underserved collector bases.

With fewer resources tied up in major league licensing, Panini might have room to take new creative swings, taking the kind of risks that worked so well for them a decade ago.

No matter the path, the next few years will define whether Panini can reinvent itself or quietly fade into the background of the hobby it helped reshape.

Will Panini Cards Increase or Decrease in Value After Losing Licensing?

The value of Panini’s future cards — those produced without NBA and NFL licenses — will largely depend on how collectors respond.

If Panini can create something fresh within the markets it still controls (like soccer, NASCAR, or the WNBA), there’s a chance those cards maintain relevance. But for the average collector, cards without team logos, official uniforms, or current stars tend to draw less interest.

So, while Panini can still make cards, the days of premium football and basketball products commanding top dollar are likely numbered.

But what about the cards already out there — the ones collectors have chased and graded for more than a decade?

The short answer: most will be fine. In fact, some might even go up in value.

Cards from sets like Prizm, National Treasures, and Flawless — especially rookie cards, low-numbered parallels, and big-name RPAs — were produced when Panini held official league and players' association licenses. This means they’ll always represent a player’s true rookie card or belong to a fully licensed product run.

The loss of licensing doesn’t change that historical standing. If anything, scarcity could add a premium. Once Panini is no longer producing licensed NBA or NFL cards, what’s already in circulation becomes a closed chapter.

No more Luka Prizm rookies. No more Mahomes NT RPAs.

This shift could also boost demand for Panini’s more iconic inserts, like Kaboom! and Downtown. If those lines disappear entirely or lose steam in unlicensed formats, collectors may place even more value on the originals.

Think of it as a hobby version of a discontinued sneaker: no new supply means more focus on what already exists.

So, while the company’s future products may face headwinds, the Panini era that collectors know, spanning 2009 to 2023, is likely to hold its place in the hobby. It may even strengthen it.

The Future of Sports Card Collecting After the Fanatics Takeover

What’s happening right now with Panini, Fanatics, Tops, and others isn’t a blip in the hobby. It’s a full-blown realignment of a multi-billion-dollar industry.

Sports card collecting, with a market value around $12 billion and an annual growth rate of nearly 11%, is entering a new phase. With Fanatics locking in decades-long licensing deals and consolidating control across the NBA, NFL, and MLB, the U.S. hobby is shifting from a mix of competing brands to a landscape shaped by one major player.

We’re watching this transition unfold in real time. Long-time products are likely to disappear, brand loyalties are being tested, and the ripple effects on pricing, innovation, and collector behavior are still taking shape.

Whether this streamlines the hobby or flattens it remains to be seen. What seems clear, though, is that the moves being made now will define the next decade of sports card collecting.

The End of an Era — And an Opportunity for Collectors

Panini’s loss of NBA and NFL licensing marks the end of one of the most influential eras in modern sports card collecting.

From Prizm parallels to Kaboom! inserts and iconic rookie patch autographs, the Panini era helped define how collectors chase, grade, and value cards today. And while the company’s future in licensed basketball and football may be limited, the cards produced during its peak years are now part of a closed chapter in hobby history.

For collectors, that doesn’t signal panic — it signals perspective.

Once production stops, what’s already in circulation becomes finite. And in a hobby driven by scarcity, nostalgia, and brand legacy, that matters.

If you’re looking to secure authenticated Panini rookie cards, low-numbered parallels, or iconic inserts before the market fully settles into its next phase, visit PristineAuction.com to explore live auctions featuring some of the hobby’s most sought-after Panini releases.

Because while licensing deals may shift, the moments — and the cards tied to them — remain.

Frequently Asked Questions About Panini’s Licensing Loss

Why did Panini lose the NBA and NFL license?
Fanatics negotiated exclusive long-term deals directly with the leagues and players’ associations, preventing Panini from renewing its contracts.

Can Panini still make NBA or NFL cards?
Yes, but without official league logos or player association licensing unless individually negotiated.

Will Panini rookie cards still be valuable?
Licensed rookie cards from the Panini era (2009–2023) remain historically recognized and may even benefit from reduced future supply.

Are Prizm and National Treasures discontinued?
Under official league licensing, yes. Future licensed NBA and NFL cards will be produced by Fanatics.