The FIFA World Cup is upon us and, as ever, Panini has marked the occasion with a sticker album featuring the players of all 48 competing nations. The tournament, hosted by Canada, Mexico and the United States, kicked off in Mexico City last week and concludes in East Rutherford on July 19.
The first World Cup I can remember was in 1974 in Germany, when the host nation defeated Holland 2-1. It was also the time I was introduced to Panini and its sticker albums. I think the album came free with a magazine called Shoot!, a football magazine, of course, that I bought religiously every week. They used to throw in a couple of free packs to get you going and whet your appetite.
I remember going to school with a mountain of stickers I already had in order to swap them with other boys. The playground was full of boys shouting, “Got it, got it, got it, need it!” When you got to a “need it”, you then had to negotiate with the boy who had the sticker you needed. This is where you found out who the budding salesmen were and who you could do an easy deal with.
“I’ll swap you these 30 cards for that Peter Lorimer card.”
There were certain cards that were so difficult to get hold of that, if you wanted to fill your album, the more desperate you became. I remember that Peter Lorimer, of Scotland and Leeds fame, was one of those rare cards. The packets used to cost 3-4p and each contained four stickers, while there were 400 stickers to collect.
Panini, of course, weren’t daft. They obviously didn’t print the same number of stickers for each player, making you spend more to finish your album. An unopened pack of stickers from 1974 can fetch between £80 and £150 at auction, while a completed album can sell for anywhere between £500 and £1,500.
Now, the kids — and big kids — of today have begun collecting stickers of their favourite players, including those of England and Scotland, in a bid to complete the album.
Each packet of seven stickers costs collectors £1.25, and there are almost a thousand in total to find.
The thought of completing the set prompted one England fan to calculate how much the task could cost. And brace yourself, because it’s a lot.
The fan explained that this year’s tournament is the biggest ever, featuring countries that have never qualified before, including Uzbekistan, Cape Verde, Curaçao and Jordan. And, of course, more nations means more stickers.
“Each team has 20 stickers, so 48 times 20 equals 960 stickers just for the teams,” the fan continued. “And then there are a few extras, such as the official emblem — ones you’re not actually interested in but need to collect — and then there’s a history section, so all in all there are another 20, making 980 stickers in total.”
The fan then calculated that £1.25 packets, divided by seven, work out at 17.8p per sticker. So, presuming the collector miraculously obtains no duplicates, 980 unique stickers would cost around £175.
Writing in response, one former collector said: “The last time I got one of these was in 1990. I didn’t even have half the book filled, and I was getting more duplicates than stickers I needed. I didn’t have anyone to swap with like you would at school. There is no way you are filling that for less than a grand.”
Football finance expert Kieran Maguire, meanwhile, claims that completing the sticker album is likely to cost much more.
“At an estimated price of £2 for seven Panini stickers for the 2026 FIFA World Cup, it works out at approximately £2,030 to fill the 980-sticker album unless you swap with other collectors,” he said on X.
Without doubt, it’s as great a money-maker for Panini today as it was when I was at school. Luckily for me, my two boys have grown out of the habit.
Dad Taxi Mallorca 