Thousands of soccer fans break record during massive FIFA World Cup sticker exchange
Decorated with images of superstar strikers and gifted goalies, the Italian company Panini has been making football-themed sticker albums since 1970 – and for decades, collectors have traded these exclusive prints for the chance to obtain their favourite squad.
Closely associated with the FIFA World Cup, the packages come in blind boxes with limited availability, encouraging friendly competition between fans even while off the field.
Yet last Saturday, 12 July, soccer and sticker supporters from across North America had the chance to take part in the largest sports sticker exchange in 8 hours (multiple venue) in history – and trust that they left the building with some special finds.
Taking place across the USA and Mexico at four distinct locations, a record-breaking total of 4,446 people participated in the swap, cementing Panini’s status as a World Cup tradition alongside the matches themselves.
Ahead of the event, Panini notified fans that they could join the party at the following four locales: the Today Show plaza at Rockefeller Center in New York City, New York, American Dream Mall in New Jersey, and additional sites in Guadalajara and Mexico City.
In fact, all of these locations are closely associated with the 2026 FIFA World Cup itself – Rockefeller Center serves as the official US fan venue, while the American Dream Mall is next to Met Life stadium, which hosted the final match and halftime show last weekend.
Additionally, Guadalajara and Mexico City are also soccer hotspots, as they received visitors for the 13 games played in Mexico.
Read more stories about the 2026 FIFA World Cup in our dedicated Sports and Fitness section!
Once they arrived at their locale of choice, participants in the sticker swap were clearly directed to enter the building, make a trade, and then exit the venue to continue trading.
Guinness World Records Adjudicator Michael Empric was present at the Rockefeller Center to monitor the attempt, and he said that he was thrilled to witness this cross-cultural celebration of football, nostalgia and community.
“I was shocked at how seriously attendees took their sticker trades, with many setting up camp for hours after participating in the attempt, looking for a perfect trade to complete their albums!” he said.
Ultimately, after the eight hours were complete, the final count was revealed as 4,446 successful participants, with numbers breaking down to: 1,913 at the Rockefeller Center, 1,075 at the American Dream Mall, 413 people in Guadalajara, and 1,045 in Mexico City.
And as Michael announced the results in New York City, the crowd of participants were delighted to find out that they had taken a record!
As Michael handed the representatives at Panini their Guinness World Records certificate, the audience erupted as former Mexican footballer Pável Pardo also made an appearance, jointly accepting the award and kindly taking photos with all the thrilled participants.
So congratulations to everyone that took part in this incredible event – Panini-lovers, you are now Officially Amazing!