A Strategic Alliance in Women’s Soccer
Panini America, the world’s largest sports and entertainment collectibles company, has announced a new partnership with Gotham FC, the reigning National Women’s Soccer League champions. The deal marks the first team‑level collaboration for Panini since it became the exclusive trading card partner of the NWSL and the NWSL Players Association. As part of the agreement, a series of marketing initiatives and activations will roll out, most notably the Queens Classic, designed to deepen fan engagement across multiple touchpoints.
The partnership builds on Panini’s long‑standing presence in soccer, a legacy that dates back to its founding in 1961 and includes a partnership with the FIFA World Cup since 1970. Beyond soccer, the company has expanded its portfolio to women’s sports, counting the WNBA and the emerging Unrivaled league among its interests. By aligning with Gotham FC, Panini aims to leverage its iconic card‑collecting platform to create new ways for supporters to connect with the team.
Jason Howarth, senior vice president of marketing and athlete relations at Panini America, said he is "proud to partner with Gotham FC," emphasizing that the collaboration will "bring fans closer to the action through innovative activations and exclusive collectibles." His statement underscores the strategic intent to blend traditional trading‑card culture with modern fan experiences.
Alex Chang, chief revenue officer of Gotham FC, highlighted Panini’s role as a bridge between supporters and the sport, noting that "Panini’s iconic role in connecting fans with sports" aligns perfectly with the club’s vision of growing the women’s game. The partnership, Chang added, will showcase the team’s star power, including players such as Rose Lavelle, Sam Kerr and Ann‑Katrin Berger, while celebrating the club’s recent dominance — Gotham has captured two of the past three NWSL championships.
The Queens Classic, one of the activation events, will serve as a focal point for community outreach and celebratory programming, further cementing the alliance’s commitment to elevating the profile of women’s professional soccer in the United States.