Panini America and the WNBA players association have reached a new licensing agreement, the company announced on Thursday. This agreement represents the largest licensing deal in history for a holder of women’s sports rights. The new agreement, an extension between both parties, expands Panini America’s exclusive license agreement for WNBA collectibles, including trading cards, and benefits the players with an increase in revenue generated from the sale of collectibles from the Prizm, Donruss, Select, and National Treasures series, along with Panini Instant and its digital platform. The previous Panini trading card agreement with the players’ association included revenue sharing through royalties on sales, and the new agreement provides for a greater proportion of those royalties. The women’s sports collectibles market has experienced unprecedented growth in recent years, driven by WNBA stars like Caitlin Clark, Angel Reese, and Paige Bueckers. Panini has exclusive trading card and memorabilia deals with Clark and Reese; Bueckers has an exclusive trading card deal with Panini but signed an exclusive memorabilia deal with Fanatics in early November.
This agreement is solely between Panini and the WNBA players association; the league’s agreement with Panini remains in effect and is not affected by this extension. The WNBPA is in negotiations for a new collective bargaining agreement with the WNBA, with a deadline extended to November 30. Although the duration and monetary value of the agreement were not announced, according to a source familiar with the finances, WNBA trading cards generate “in the mid-eight figures annually”.This renewal focuses on the players and the power of what we have built together. Panini has been with us as we promote the women’s game, and their products demonstrate the reach and impact of our players in a tangible way.
Nneka Ogwumike, WNBPA President
Collaborating with the WNBPA has demonstrated the strength of this market, and we are excited to continue innovating and expanding our product offerings for fans and collectors worldwide.
Mark Warsop, CEO of Panini America
