As women’s sports continues to explode in popularity, Panini America and the Women’s National Basketball Players Association have renewed their partnership for the right to create trading cards in a multiyear deal.
The players union and Panini hailed the agreement as the most lucrative licensing deal in women’s sports history.
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The WNBPA is the players union for the WNBA and is an important step in retaining the WNBA trading card license for Panini America.
The agreement keeps Panini as the exclusive creator of WNBA trading cards for the foreseeable future.
“Panini gets our athletes and the value they bring to basketball and sports culture,” WNBA executive director Terri Carmichael Jackson said in the release. “They have been invested partners every step of the way, and now we’re ready to deliver even more of the moments and products fans are demanding from the women who drive this sport.”
Panini has been creating WNBA cards since 2018, growing the category and adding new releases to its portfolio, including Donruss, Prizm and National Treasures.
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The new deal also includes Panini Instant, the company’s on-demand card program, and digital collectibles.
“Collaborating with the WNBPA has shown how strong this market can be, and we are excited to keep innovating and expanding our product offerings for fans and collectors everywhere,” said Panini America CEO Mark Warsop.
The WNBPA has been working toward a new collective bargaining agreement with the league with a focus on increased pay for players.
This licensing deal helps demonstrate the value of player likenesses in products and also helps strengthen the union. The WNBPA worked with OneTeam Partners to facilitate the deal.
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“The WNBPA’s foresight in reclaiming its rights and building its own licensing strategy with OneTeam has been a catalyst for change across sports,” OneTeam Partners president Frank Arthofer said. “This historic new agreement shows what’s possible when athletes unite around a shared vision and when partners like Panini invest in that power.”
WNBA cards have seen an explosion in value over the past couple of years, largely due to the popularity of Caitlin Clark. Other players, including A’ja Wilson, Sabrina Ionescu and Angel Reese, have also gained mainstream attention, with more stars emerging every season.
Over the last year, more than 10 Clark cards have sold for over six figures, showcasing her draw in the market.
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“This renewal is about the players and the power of what we’ve built together,” WNBPA President Nneka Ogwumike said. “Panini has been with us as we’ve pushed the women’s game forward, and their products show the reach and impact of our players in ways that feel real.”