By Alan Snel of LVSportsBiz.com
Las Vegas-based UFC and Panini America, the sports collectible company, have a new, multi-year licensing deal that gives Panini the rights to become UFC’s exclusive trading card partner.
As part of the partnership, Panini America will capitalize on UFC’s biggest moments in real time with the company’s direct-to-consumer Panini Instant platform. Panini Instant makes trading cards of UFC’s biggest fights, moments and milestones available just hours after they happen. These special cards will be available for a limited time and are made to order.
Panini replaces Topps, which was UFC’s trading card partner since 2008. UFC’s owner, Endeavor, negotiated the deal, which will include retired UFC fighters on cards, too.
UFC Senior Vice President of Global Consumer Products Tracey Bleczinski said, “Many of our fans use collectible trading cards to stay connected to our brand and to their favorite UFC athletes, and Panini America is the industry leader, creating innovative and unique products for our fans to enjoy.”
The partnership launched in April with the release of Panini’s UFC Prizm collectible series. Panini will also add UFC trading cards to other popular product lines such as Select (July), Contenders (September) and Immaculate (December) throughout remainder of the year.
“This truly is a dream matchup that brings together the unquestioned leaders of trading cards and combat sports for a partnership that will excite and captivate UFC fans and collectors across the globe for years,” Panini America CEO Mark Warsop said. “We’ve watched with great interest over the years as UFC has grown into a major force on the mainstream sports landscape with some of the most marketable athletes in the world.”