Panini signs Wirtz as Messi sets Topps sales record

Panini America has secured an exclusive, multi-year trading card and memorabilia agreement with Florian Wirtz, as rival Topps reports record demand for a Lionel Messi release aimed at his international collector base.The Liverpool and Germany midfielder joins Kylian Mbappé and Christian Pulisic as a Panini Authentic athlete, with signed memorabilia, appearances across football card collections and participation in selected marketing campaigns.Panini America senior vice-president of marketing and athlete relations Jason Howarth said: “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.“We look forward to creating exciting products and experiences for Florian’s many fans around the world.”The partnership combines an individual athlete relationship with Panini’s wider licensed football portfolio, giving the company additional products and promotional opportunities built around Wirtz.Wirtz said: “I grew up collecting Panini stickers, so being part of the Panini family now is something really special for me. I’m excited to create unique products together and to give fans around the world new ways to connect with me and the game.”Separately, the Lionel Messi ‘2026 Argentina Topps NOW Final Farewell Pack’ recorded a final print run of 664,325, surpassing the programme’s previous record of 653,737 for Shohei Ohtani’s 50/50 milestone release.Topps senior vice-president of product Clay Luraschi said: “It’s the perfect combination of the career achievements of Lionel Messi, his passionate worldwide collectors, the rise of international football, and the growing popularity of Topps NOW.“It’s a great opportunity to honor one of the greatest to ever play the game with another record.”The Messi pack contains two cards, with opportunities to receive limited variants and autographs. Its print run also triggered production of the programme’s first one-of-one White OpalFractor Chrome card.That card forms part of a system in which progressively higher print-run thresholds unlock additional scarce editions, connecting demand for a widely available release with the opportunity to receive a unique collectible.Luraschi said: “We always like to set challenging goals and celebrate them with collectors. You never know whether a player or moment will reach that level, but with everything Messi has accomplished and his passionate global following, I thought he had a real chance.”Topps said the release also attracted a record number of first-time buyers to its NOW programme, extending its significance beyond purchases by established collectors.The two developments illustrate distinct commercial routes: Panini’s agreement establishes a continuing relationship with an individual player, while Topps NOW builds releases around specific sporting moments.Panini’s wider football licences include FIFA, LaLiga, the English Football League, the National Women’s Soccer League and the Women’s Super League, supported by distribution across more than 150 countries.Topps’ Messi packs are scheduled to begin shipping in November, when collectors will receive the release that unlocked its first White OpalFractor Chrome card.