Panini and LALIGA North America Extend Partnership With Collectibles, Gaming and Grassroots Focus
Panini America and LALIGA North America are extending their partnership through a new multi-year agreement that will continue combining soccer, gaming and collectibles as the organizations look to reach the sport’s growing U.S. audience. The regional partnership began in 2023, with Panini serving as title sponsor of the LALIGA North America U.S. Gaming Challenge presented by Panini. Under the extension, the collectibles company will remain title sponsor of the competition while also continuing its involvement in grassroots programs, youth soccer and fan events.
The U.S. Gaming Challenge gives LALIGA fans and amateur gamers an opportunity to compete through EA FC tournaments, eventually putting top participants up against celebrities and soccer figures. Prizes can include collectibles and other rewards, with competitors ultimately having a chance to win a trip to Spain.
The 2026 competition began with four virtual qualifier tournaments that produced eight finalists. Those players advanced for opportunities to challenge LALIGA FC influencers or celebrities, with four winners moving on to the Grand Championship Final in Charlotte, North Carolina. According to the companies, the 2026 U.S. Gaming Challenge generated more than 40 million impressions and 5.2 million video views.
Previous editions have brought amateur gamers together with a mix of current and former soccer players and other athletes, including Yunus Musah, Luca de la Torre, Luis Suárez, João Félix, Fernando Morientes, Luis Garcia and Iker Casillas, as well as NFL players Garrett Wilson and Aidan Hutchinson.
Collectibles remain a central part of the partnership. Panini has been associated with LALIGA globally since the early 1970s through its trading cards and sticker albums, and the renewed North American agreement is designed to use those products alongside gaming and in-person experiences to reach U.S. soccer fans.
“Panini America has been a valued partner of LALIGA North America as we continue to work in collaboration to engage soccer’s young, diverse, multicultural audiences through collectibles, gaming and soccer,” said Nicolás García Hemme, LALIGA North America Managing Director. “Our audiences, especially younger demographics, aren’t passive viewers who only tune in on matchdays—they prefer and expect engaging, hands-on experiences, which is exactly what the U.S. Gaming Challenge provides.”
“We are excited to continue our relationship with LALIGA North America for the U.S Gaming Challenge as well as enter into new grass roots initiatives like LALIGA Futures to continue to grow LALIGA in the U.S.,” said Jason Howarth, Senior Vice President of Marketing and Athlete Relations at Panini America. “The LALIGA U.S. Gaming Challenge blends gaming, soccer and collectibles the way so many people are now engaged in sport we look forward to continuing to find new ways to evolve the program.”
That grassroots component has already expanded. Panini recently had a prominent presence at the 2026 LALIGA Futures U-12 tournament in Orlando, Florida, and the renewed agreement also includes youth initiatives and events such as ElPartidazo.