Panini’s 2026 World Cup album fuels global boom and armed escorts in Brazil | OneFootball

Panini’s 2026 World Cup sticker album has triggered a worldwide craze, from armed escorts for lorries in Brazil to empty shelves in Spain. It is the biggest album yet after FIFA expanded the finals to 48 teams.

One shipment in Brazil was even held at gunpoint by thieves. "In Brazil the World Cup is always a real phenomenon and the lorries have to travel, for several editions now, with armed guards to avoid being hijacked and the product being sold on," said Lluís Torrent, managing director of Panini Spain, speaking to SPORT.

The album remains a four-year ritual that bridges generations. This edition has surpassed the company’s own expectations.

"There has been a huge explosion," Torrent said. "Packs have sold out in many outlets, but not all, and we are restocking at full pace this week and next."

"In general, the most sought are Messi and Cristiano, plus local idols such as Lamine Yamal," he added. "All stickers are printed exactly the same, there are no rarities."

"For now, it is the World Cup with the most impact for Panini across more than 130 countries," Torrent said. "It is too early for figures and hard to predict final sales." In some places shops cap purchases at 10 packs, while swap meets such as Barcelona’s Mercat de Sant Antoni are thriving.

Source: El Periódico Mediterráneo