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 on record for a holder of women’s sports rights. The new agreement, which is an extension between both parties, expands Panini America’s exclusive license agreement for WNBA collectibles, including trading cards. In addition, it rewards players with the highest 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 agreement for Panini trading cards with the players’ association included revenue sharing through royalties on sales, and the new agreement contemplates greater participation in sales. 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 negotiating a new collective bargaining agreement with the WNBA before a deadline that has been extended to November 30.This renewal is about the players and the power of what we have built together. Panini has been with us as we push the women’s game forward, and their products showcase the reach and impact of our players in ways that feel real.
Nneka Ogwumike, WNBPA President
Although the duration and monetary value of the agreement were not announced, according to a source familiar with the finances, WNBA trading cards generate “average figures of eight digits annually”.
Collaborating with the WNBPA has demonstrated how strong this market can be, and we are excited to continue innovating and expanding our product offerings for fans and collectors around the world.
Mark Warsop, CEO of Panini America
