The Professional Fighters League (PFL) US-based mixed martial arts (MMA) series has today unveiled a multi-year tie-up with collectibles and memorabilia firm Panini America.
Through that deal, Panini America (a subsidiary of the wider Panini firm) becomes an official sports trading card partner of the MMA league.
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Panini and the PFL are set to launch a non-fungible token (NFT) series of digital trading card collectibles.
The first product release (of physical trading cards) will be launched via Panini Instant, a direct-to-consumer platform.
This will be followed by the launch of PFL Prizm later in 2024.
The partnership has been announced in the build-up to a PFL event in Connecticut on June 13.
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By GlobalDataEarlier this week, the PFL promoted James Frewin to managing director of its international operations.
He is now tasked with overseeing all international media rights, international strategy, and expanding the PFL’s array of international leagues.
Frewin has been with the PFL for three years as senior vice president of international.
Panini, meanwhile, suffered a blow in early May when its rival Fanatics announced a multi-year licensing deal with English soccer’s top-tier Premier League from June 2025.
Fanatics will take over from Panini as that league’s exclusive trading cards, stickers, and trading card games partner, as of this time next year.
Over the last year or so, Fanatics has locked up future rights to multiple properties that currently have Panini deals in place.
