A Strategic Partnership for the Future of Saudi Football
The Saudi Arabian Football Federation has sealed an exclusive deal with Topps, the collectibles brand owned by Fanatics, that will run from 2028 onward. The agreement covers a wide range of products, including trading cards, games, stickers and accessories, and is designed to serve the men's, women's and youth national soccer teams.
Central to the arrangement is a license that permits Topps to use the names and images of Saudi national team players across its product line. This not only expands the commercial reach of the federation but also aligns with the country's broader ambitions to elevate its football presence on the global stage.
Linking Collectibles to the 2034 World Cup
The partnership is timed to coincide with Saudi Arabia's hosting of the 2034 FIFA World Cup, a milestone event that the federation hopes will spark greater interest in the sport domestically and internationally. By tying the collectibles rollout to the tournament, both parties aim to create a narrative that connects everyday fans with the excitement of the world’s premier football showcase.
Industry observers note that the deal could set a precedent for how sports federations leverage exclusive licensing agreements to deepen fan engagement. For Topps, the collaboration offers a foothold in a rapidly expanding market, while the Saudi Arabian Football Federation gains a powerful partner to amplify the visibility of its teams across multiple platforms.