Topps Returns to NFL Cards with a New Vision for the Hobby
For collectors who grew up chasing rookie cards of Walter Payton, Dan Marino, Jerry Rice, Peyton Manning, and Tom Brady, the wait is over—Topps is officially back in the NFL trading card game, and this time it arrives with the full weight of Fanatics behind it.
Fanatics Collectibles, the National Football League, and the NFL Players Association have announced a multi-year exclusive licensing deal that brings Topps back as the NFL’s official trading card partner for the first time since 2016.
The first release, 2025 Topps Chrome Football, is set to debut April 15, with pre-orders beginning April 3 on Topps.com. For collectors, the return signals more than just a familiar brand—it marks a significant shift in how NFL cards will be created, distributed, and experienced.
A Hobby Riding Momentum
The timing isn’t accidental. NFL trading cards have seen explosive growth in recent years, with the league noting a nearly sixfold increase in sales since 2019. That momentum, combined with Topps’ recent innovation across other sports, made the partnership a natural next step.
“This partnership brings together the league, our players and a best-in-class collectibles platform to better serve fans and grow the trading card hobby,” said Casey Collins, Senior Vice President and Head of Licensing & Consumer Products at the NFL.
Behind the scenes, the NFL and Fanatics have spent more than a year preparing for the transition, focusing heavily on consumer insights, product innovation, and global expansion.
Innovation Takes Center Stage
The debut Topps Chrome Football set introduces two centerpiece concepts designed to deepen the connection between fans and the game: Rookie PREM1ERE Patch Autograph cards and NFL Honors Gold Shield Autographs. Both rely on game-worn elements—an area the NFL has only recently begun to explore more aggressively in trading cards.
“We are always trying to deepen and strengthen the connection that a collector has to an athlete or to a team or to a moment,” said Mike Mahan, CEO of Fanatics Collectibles, which owns Topps.
That focus on meaningful moments, whether it’s a player’s first appearance or an award-winning season, represents a shift toward storytelling as a core driver of value in the hobby.
The Rookie PREM1ERE Patch Autographs, all one-of-one cards, feature patches worn during a player’s first official NFL regular-season game—capturing a true “first moment” in their career. Members of the 2025 rookie class expected in the set include Jaxson Dart, Cam Skattebo, Cam Ward, and TreVeyon Henderson.
The NFL Honors Gold Shield Autographs take a similar approach with the league’s biggest stars, incorporating gold shield patches worn by award winners during the season. The lineup includes MVP Josh Allen, Offensive Player of the Year Saquon Barkley, Defensive Player of the Year Patrick Surtain II, Offensive Rookie of the Year Jayden Daniels, and Defensive Rookie of the Year Jared Verse.
The broader set spans all 32 NFL teams and blends current stars with legends, including Tom Brady and Jerry Rice, while also featuring Fanatics-exclusive athletes like Daniels, Drake Maye, CJ Stroud, and Bo Nix.
The Power of the Fanatics Ecosystem
What separates this deal from past licensing agreements is the scale of the Fanatics platform. From direct-to-consumer distribution and hobby shop relationships to live events and digital engagement, Fanatics now controls a broader portion of the collector journey than ever before.
“The number one way we grow the hobby is by getting fans into collecting,” Mahan said. “We reach millions of sports fans every day, and when you introduce collecting into that experience, it becomes a natural extension of how they engage with the game.”
A Global Opportunity
As the NFL continues to push into new markets, trading cards are becoming an increasingly important part of that strategy.
“We really want to build a more connected, end-to-end fan experience,” Collins said. “Our goal is to get fans closer to the athletes, closer to the game, and more invested as the season unfolds—whether they’re watching from the U.S. or anywhere around the world.”
For international fans, cards can serve as both a point of entry and a deeper connection to players and teams.
“Cards help fans become invested,” Mahan said. “You might pick up a card of a player you didn’t know before, and suddenly you’re following their games, watching highlights, buying the jersey. That connection starts with the card, and it can completely change how you experience the sport.”
Bringing the Hobby to the Draft
The return of Topps won’t just be felt in packs—it will be front and center at the 2026 NFL Draft in Pittsburgh. Fanatics and the NFL are planning a multi-day, interactive celebration of the trading card hobby, where fans can learn about collecting, receive free packs, and watch live pack openings throughout the event.
The experience will culminate with Collector Celebration Day on April 25 at Acrisure Stadium, featuring special guests, athlete appearances, and a broader push to position trading cards as part of the NFL’s cultural footprint.
Looking Ahead
For both the NFL and Fanatics, success isn’t just about product releases—it’s about growing the collector base and making trading cards a more integral part of the fan experience.
“I want collecting NFL cards to be a very important and obvious extension of passion around the sport,” said Mike Mahan. “That means growing the collector base, bringing more fans into the hobby, and creating a stronger sense of community around the game.”
With Topps back in the fold and Fanatics building an end-to-end collectibles ecosystem, the next chapter of NFL trading cards is positioned to be as much about experience and connection as it is about cardboard.
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Lucas Mast is a writer based in California’s Bay Area, where he’s a season ticket holder for St. Mary’s basketball and a die-hard Stanford athletics fan. A lifelong collector of sneakers, sports cards, and pop culture, he also advises companies shaping the future of the hobby and sports. He’s driven by a curiosity about why people collect—and what those items reveal about the moments and memories that matter most.
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