Topps signs long-term Saudi FA collectibles deal starting 2028
Topps has agreed an exclusive long-term licensing deal with the Saudi Arabian Football Federation that positions collectibles as a new fan engagement and commerce pillar running beyond the 2034 men’s World Cup.
Topps and the Saudi Arabian Football Federation have signed an exclusive long-term licensing agreement covering trading cards, stickers, trading card games and accessories, with the partnership set to begin in 2028.The agreement gives Topps rights across Saudi Arabia’s men’s, women’s and youth national teams, reflecting a broader strategy to monetise national team fandom through collectibles as the country builds momentum towards hosting the 2034 men’s World Cup.The deal also hands Topps extensive brand and player assets. The licensing package includes the right to use team names, logos and crests that appear on Saudi FA shirts, alongside exclusive collective player rights enabling player names and images to be used during competitions.That structure matters commercially because it supports premium product formats, including autograph and match-worn memorabilia cards, and creates a repeatable release calendar tied to international windows, qualifiers and major tournaments.Yasser Al Misehal, president of the Saudi Arabian Football Federation, said: “Saudi football is experiencing unprecedented growth, both on and off the pitch, and this partnership with Topps reflects the increasing global interest in our national teams and football ecosystem. "By partnering with a world-leading collectibles company and the iconic Topps brand, we will create meaningful new ways for fans to connect with our players and teams.“Through innovative products, as well as exclusive Saudi national team trading card collections and special-edition collectible boxes, we will celebrate our football history while bringing supporters closer to the game.”Topps is using the agreement to reinforce its push to lock in football rights across leagues and federations, creating a global portfolio that can support distribution scale, cross-promotion and consistent collector engagement across multiple markets.The Saudi partnership also fits the category’s shift towards higher-value inserts and limited editions, where federations and rights holders are seeking deeper monetisation per fan rather than relying purely on volume.David Leiner, president of trading cards at Topps, said: “Topps is excited to bring its incredible innovation to this landmark partnership, developing unique products that will help bring fans closer to their favorite national players. "The growth of the Saudi collectibles market has been explosive, one of the fastest-growing regions in the world in the space, and together we hope to elevate the collector experience and continue to grow the hobby in the Gulf.”The timing aligns with Topps’ wider football roadmap after they announced a separate long-term exclusive collectibles agreement with FIFA that is due to start in 2031, and Saudi Arabia’s hosting of the 2034 men’s World Cup would fall inside that cycle.