The humble Panini World Cup sticker album has once again captured the imagination of football fans across the world, proving its enduring appeal far beyond the pitch. The tradition of collecting these iconic stickers dates back to 1970, when four Italian brothers secured the rights to produce images for a mere $1,000.
Over five decades later, these collectible images of players and teams are a global sensation, with fans of all ages eagerly purchasing packs and swapping duplicates to complete their albums. This year's edition, boasting an unprecedented 980 distinct stickers, is the largest yet, partly attributed to an enlarged 48-team tournament.
The immense popularity has turned them into a hot commodity, with many retailers reporting sold-out stock and backorders potentially not shipping until after the tournament champion is crowned. 'We've sold an unbelievable amount of the stickers,' said Adam Martin, one of the owners of Dave and Adam's Card World, which has shops in New York and Europe.
'We thought the order we placed months ago would be enough to tide us over,' Martin said. 'We've had to reorder twice.' Panini had produced more than 2 billion packs — each containing seven stickers — by the start of the tournament, said Jason Howarth, the senior vice president of marketing and athlete relations for Panini America.
While most stickers are not valuable by themselves, older ones — such as the debuts of Lionel Messi and Cristiano Ronaldo — can fetch hundreds of dollars. The value comes in trying to fill the World Cup album. 'In European and South American culture, completing the sticker album is something almost every child does at some point,' said Matt Blazey, from Milton Keynes, England.