By Allison Watkinson
TLL Reporter
Panini America has just signed an exclusive, multiyear licensing deal with the Germany and Liverpool FC midfielder Florian Wirtz for licensed trading cards and memorabilia.
Wirtz joins global soccer stars Kylian Mbappe and Christian Pulisic as a Panini Authentic athlete. Panini America says initial items of Wirtz’s memorabilia will be available on its website beginning today.
He will also be featured across Panini’s line of soccer trading card collections and used in select marketing initiatives.
“Florian Wirtz is one of the most exciting young players in the world, and we’re thrilled to welcome him to our outstanding team of Panini athletes,” said Jason Howarth, senior vice president of marketing and athlete relations at Panini America. “We look forward to creating exciting products and experiences for Florian’s many fans around the world.”
The 23-year-old Wirtz is in his second season with Liverpool FC, after six seasons with Bayer Leverkusen in Germany’s Bundesliga.
Wirtz was named the Bundesliga Player of the Season in 2023-24, leading Bayer Leverkusen to a league title and the German Cup. He was German Footballer of the Year in 2025 and made his FIFA World Cup debut for Germany earlier this year.
“I grew up collecting Panini stickers, so being part of the Panini family now is something really special for me,” said Wirtz. “I’m excited to create unique products together and to give fans around the world new ways to connect with me and the game.”
Panini is FIFA’s exclusive partner for official stickers, trading cards, trading-card games, and digital collectibles.
The brand has a storied history in soccer, beginning with Italy’s Serie A at the company’s founding in 1961. Panini became a partner of the FIFA World Cup in 1970, and now has additional soccer licenses that include U.S. Soccer, USMNT, USWNTPA, La Liga, NWSL, NWSLPA, The English Football League, and the Barclays Women’s Super League.
Panini America is a subsidiary of The Panini Group, established more than 60 years ago in Modena, Italy, with subsidiaries throughout Europe, Latin America, and the United States.
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