Trading Panini stickers has long been a tradition during the World Cup, with fans swapping duplicates, searching for favorite players and trying to complete team pages. With New Jersey hosting eight FIFA World Cup matches, including the July 19 final in East Rutherford, fans can take part in that tradition at sticker swap events in our area.
At the NYNJ World Cup 26 Jersey Fan Hub at Sports Illustrated Stadium in Harrison, the Coca-Cola kicking challenge offers a free Panini sticker book, while specially marked Coca-Cola and Coca-Cola Zero Sugar bottles feature collectible Panini stickers.
On July 12, Panini will host a multi-venue Guinness World Records title attempt for the Largest Sports Sticker Exchange in Eight Hours, with fans participating from 11 am to 7 pm at American Dream in East Rutherford, Rockefeller Center’s South Plaza in New York City, and locations in Mexico City and Guadalajara. Across all four locations, fans can bring their extras, search for missing World Cup stickers and help contribute to the record-setting attempt.
In New York City, there’s a Panini Sticker Truck at Rockefeller Center. Located at Center Plaza between Fifth and Sixth avenues and 49th and 50th streets, the truck is open daily from 10 am to 7 pm through the final on July 19. Fans can buy stickers and trading cards and meet up with other collectors.
Panini will also have a presence at Rockefeller Center’s historic ticket booth at 33 West 50th St. The experience will expand as part of the NYNJ World Cup 26 & Telemundo Fan Village, with daily sticker swaps, athlete appearances, custom digital sticker creation and an interactive soccer speed kick experience.
On July 8, Panini will host a Skills Clinic & Sticker Swap at the Rockefeller Center Soccer Pitch, giving kids ages 6-12 the chance to learn soccer skills and trade stickers. The event will feature U.S. soccer stars Kristine Lilly, Brad Friedel and Kristie Mewis, plus free Panini FIFA World Cup Sticker Albums for participating kids.
We asked Jason Howarth, senior vice president of Marketing & Athlete Relations at Panini America, about the history of the Panini sticker album and why it has remained a tradition for so many years.
New Jersey Family: When was the first Panini World Cup Sticker Album made?
Jason Howarth: Panini’s first FIFA World Cup Sticker Album was created for the 1970 tournament in Mexico. It was the first Panini album to truly cross Italy’s borders and be distributed internationally, with an international edition featuring a different cover from the Italian version and English-language text throughout. The 48-page album featured the 16 teams that qualified for the final stage of the tournament, along with a gallery of key figures tracing the eight previous editions of the World Cup, beginning with 1930. That 1970 album marked the start of what has become a 56-year global tradition for Panini and football fans around the world.
NJF: What makes this year’s album unique?
JH: I think there are couple of things that stand out. With 48 teams, you are bringing in more fans, some of whom have had teams that have not qualified before or in a long time. As it relates to North America – it has become a phenomenon in the U.S. – to the point that it feels like we have now caught up with other markets that have had a longer tradition of collecting. For fans who can’t attend games, the Panini Sticker Collection is the perfect way to connect to the games and experience the World Cup.
NJF: Why do you think the sticker album has remained such a beloved tradition?
JH: At the heart of the Panini Sticker Collection is bringing people together all over the world collecting the same thing, interacting with one another as they swap stickers with the goal of completing their album.
NJF: What are the best ways for fans to take part in a sticker book event?
JH: To really experience the Album, you need to take part in a Sticker Swap to get one of the stickers you may need. For fans and families in New Jersey, it’s why we decided to make a Guinness World Records attempt on July 12 for the Largest Sports Sticker Exchange. Fans and families will be able to take part in an exciting event from 11 am to 7 pm at the American Dream Mall as well as Rockefeller Center in New York.
The Panini album and stickers are available on Amazon and other major retailers including Walgreens, CVS, Target, Walmart, Dick’s Sporting Goods, 7-Eleven and many other local convenience stores.
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Read More:
2026 FIFA World Cup in New Jersey: Fan Fests, Watch Parties and Family Events
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