Panini America Extends Partnership with LALIGA North America
News related to:Panini America · 2 min read
NEW YORK, Oct. 14, 2026 /CourierPR/ -- Panini America, a subsidiary of the Panini Group, the world's largest sports and entertainment collectibles company, has extended its partnership with LALIGA North America to further engage the growing soccer fanbase in the United States through gaming and grassroots initiatives. This collaboration, which began in 2023, has seen significant success, particularly in the U.S. Gaming Challenge.
The 2026 U.S. Gaming Challenge, which kicked off in January, garnered impressive results, reaching over 40 million impressions and 5.2 million video views. This event, which has become a key fixture in LALIGA North America's annual calendar, allows amateur gamers to compete against each other, with the chance to face celebrities and soccer legends. The final participants played in the Grand Championship Final in Charlotte, North Carolina, after a series of qualifiers and challenges.
Panini America's presence extended beyond the gaming challenge, as it also made a prominent appearance at the 2026 LALIGA Futures U-12 grassroots tournament in Orlando, Florida. This tournament, which focuses on engaging young soccer players, is part of LALIGA North America's broader efforts to grow the sport in the United States.
Nicolás García Hemme, Managing Director of LALIGA North America, highlighted the importance of engaging younger, diverse, and multicultural audiences.
Jason Howarth, Senior Vice President of Marketing and Athlete Relations at Panini America, expressed enthusiasm for the continued partnership.
The partnership between Panini America and LALIGA North America dates back to the early 1970s, making it one of the longest-standing collaborations in the sports collectibles industry. This enduring relationship has helped both organizations to connect generations of soccer fans through iconic sticker albums and trading cards.
Launched in 2021, the LALIGA North America U.S. Gaming Challenge has seen amateur gamers compete virtually against former LALIGA and USMNT stars such as Yunus Musah and Luca de la Torre, as well as LALIGA legends like Luis Suárez, João Félix, Fernando Morientes, Luis García, and Iker Casillas. The challenge has not only provided a platform for fans to engage with the sport but also offered the chance to win priceless collectibles, prizes, and even a once-in-a-lifetime trip to Spain.
Through this partnership, Panini America and LALIGA North America continue to innovate and expand their reach, ensuring that soccer remains a vibrant and engaging sport for fans of all ages in the United States.