How Panini America Is Marketing World Cup Stickers in 2022

The sticker book seller enlisted Dude Perfect, Christian Pulisic, Telemundo and more after US soccer missed the globe’s biggest tournament in 2018

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With 52 years of experience making World Cup sticker books, trading card company Panini America begins planning for the next installment of soccer’s largest event as soon as the latest one ends.

Panini has sold a billion packets of stickers worldwide featuring player photos and team logos in 10 different languages using that approach. Unfortunately, a four-year runway leaves lots of room for obstacles.

“In 2018, we had a plan to really highlight the U.S. team and push [top U.S.

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