Topps, the Fanatics-owned trading card brand, has secured title sponsorship of the World Cup final halftime show at the eleventh hour, with its branding first appearing on the LED boards during Saturday’s third-place match between England and France. FIFA has also added Topps branding to the halftime show page on its website and referred to the event in social media posts Saturday night as the “FIFA World Cup 2026 Topps Halftime Show.” A FIFA spokesperson did not return messages seeking comment. Madonna, Shakira, Justin Bieber and BTS are set to co-headline the first-ever halftime show at a World Cup final. Gustavo Dudamel, the PS 22 Chorus and Coldplay are also slated to participate in the show performance produced by Global Citizen.
The sponsorship fee was not available, but Apple pays about $50M per year for the Super Bowl halftime show as part of a five-year deal agreed to in 2022.
The halftime show sponsorship represents an expansion of an existing relationship between Fanatics and FIFA that appears poised to continue growing. In addition to being the official on-site retail licensee for this year’s World Cup 2026, Fanatics nabbed a long-term, exclusive collectibles licensing deal for Topps that features trading cards, stickers, and trading card games. The agreement begins in full in 2031 following the expiration of FIFA’s deal with Panini.
FIFA has also had a major presence at Fanatics Fest over the past several days.
