Panini launches first EFL trading card range in US

Panini America will release the first EFL trading card collection created for the US market, extending the league’s international licensing strategy across the Championship, League One and League Two.The Panini Prestige EFL range will feature a 300-card base set covering all 72 clubs from the 2025–26 season. The collection is scheduled to go on sale through major retailers and Panini’s online store in July.Panini America senior vice-president of marketing and athlete relations Jason Howarth said: “We’re very proud to be working with the EFL and bringing this inaugural release of EFL trading cards to the United States. The cards look great, and we think that this newest extension of Panini’s long heritage in the sport will really excite fans.”The release will be sold in Hobby Preferred, International Mega Box and International Blaster formats, creating several price points for collectors.Products will include numbered parallel cards, rare inserts and autographed cards featuring current and former EFL players. The named autograph line-up includes Harry Kane, Gareth Bale, Gary Lineker, Alan Shearer, Tommy Conway, Jaden Philogene and Kieffer Moore.The launch gives the EFL a physical consumer product through which to build awareness of its clubs, players and history in the US. It also provides Panini with additional football inventory as demand for licensed sports collectibles expands beyond established domestic properties.EFL chief commercial officer Ben Wright said: “This is an exciting milestone for the EFL as we continue to grow our presence in the United States, where interest in our competitions is on the rise. Partnering with Panini to launch the first-ever US trading card collection featuring all 72 clubs is a major step in bringing the League closer to fans.“The history, culture and star power across the EFL make it a hugely compelling proposition, from iconic clubs with passionate fanbases to emerging talent and globally recognised players and managers, all underpinned by the authenticity and competitiveness that define our competitions. This collection is a fantastic way to showcase that to an ever-growing audience.”The EFL oversees the largest single group of professional clubs in European football, giving Panini a broad portfolio of team identities and player stories within one licensed product.The collection’s retail launch in July will provide the first indication of US collector demand for a league-wide product centred on English football below the Premier League.