Topps Adds Saudi Football Rights as Collectibles Expansion Accelerates

Why It Matters

The partnership opens a new revenue stream for the Saudi federation while giving Topps a foothold in a rapidly expanding Gulf collectibles market, strengthening its global football strategy ahead of the 2034 World Cup and its 2031 FIFA licensing agreement.

Key Takeaways

• Topps secures exclusive Saudi national team collectibles rights starting 2028
• Deal includes cards, stickers, games, and match‑worn memorabilia
• Saudi market is among fastest‑growing sports‑collectibles regions worldwide
• Partnership aligns with Saudi 2034 World Cup hosting plans
• Boosts Topps’ global football portfolio ahead of FIFA 2031 deal

Pulse Analysis

Topps’ new agreement with the Saudi Arabian Football Federation marks a strategic push into the Middle East’s burgeoning sports‑collectibles sector. Beginning in 2028, the exclusive license lets Topps produce a full suite of products—trading cards, sticker albums, trading‑card games, and premium items such as autograph, patch and match‑worn memorabilia—featuring the Kingdom’s men’s, women’s and youth national squads. By securing access to SAFF’s names, logos and player likenesses, Topps can craft high‑value, limited‑edition releases that appeal to both regional fans and global collectors seeking fresh, high‑profile assets.

The Saudi market has emerged as one of the fastest‑growing regions for sports memorabilia, driven by massive government investment in football infrastructure and the nation’s ambition to host marquee events. With the 2034 FIFA World Cup slated for Saudi Arabia, fan interest is set to surge, creating a fertile environment for collectible products that deepen engagement and generate new commercial revenue for the federation. Topps’ entry not only capitalizes on this momentum but also offers Saudi fans novel ways to connect with their national teams, reinforcing the sport’s cultural footprint and supporting the Kingdom’s broader entertainment diversification goals.

For Topps, the Saudi deal complements an already extensive portfolio that includes exclusive rights to the Premier League, Bundesliga, UEFA club competitions and an upcoming exclusive partnership with FIFA starting in 2031. Integrated within the Fanatics ecosystem, these assets enable cross‑platform marketing, digital‑first initiatives and traditional physical releases. The Saudi licensing agreement therefore strengthens Topps’ positioning as the premier global collectibles partner for football, setting the stage for deeper market penetration, higher-margin product lines, and sustained growth as the hobby evolves worldwide.