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Photos: Game’s on for Panini stickers as 2018 FIFA World Cup fever builds

Thousands around the world will try to get their 2018 FIFA World Cup albums filled in before the tournament begins in Russia. For these fans of the sport, the sticker maker’s factory in Modena, Italy is busy churning out between eight and ten million packets a day, each with five cards, perhaps including the coveted ones of Lionel Messi, Neymar or Cristiano Ronaldo. With Panini, Italy are guaranteed not to miss out on the World Cup fever in Russia even if their team will not be competing.

Updated on: May 16, 2018 9:47 AM IST

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A collectible card of Portugal forward Cristiano Ronaldo (C) among other players for the 2018 Russia football World Cup at the Panini Group factory in Modena, Italy. Between eight and ten million packets a day, each with five cards, perhaps including the coveted ones of Lionel Messi, Neymar or Cristiano Ronaldo -- as World Cup fever builds the Panini sticker factory is working flat out. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

A collectible card of Portugal forward Cristiano Ronaldo (C) among other players for the 2018 Russia football World Cup at the Panini Group factory in Modena, Italy. Between eight and ten million packets a day, each with five cards, perhaps including the coveted ones of Lionel Messi, Neymar or Cristiano Ronaldo -- as World Cup fever builds the Panini sticker factory is working flat out. (Marco Bertorello / AFP)

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With Panini, Italy are guaranteed not to miss out on the 2018 World Cup in Russia even if their team will not be competing. Created in 1960 by the four Panini brothers, the business has an exclusive contract with world football’s governing body FIFA and its first World Cup album dates back to 1970. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

With Panini, Italy are guaranteed not to miss out on the 2018 World Cup in Russia even if their team will not be competing. Created in 1960 by the four Panini brothers, the business has an exclusive contract with world football’s governing body FIFA and its first World Cup album dates back to 1970. (Marco Bertorello / AFP)

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“It’s the simplicity that pays. Panini has never been in crisis because it’s a simple game enjoyed by parents and children,” Simona Spiaggia, head of production at the factory in Modena in central Italy told AFP. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

“It’s the simplicity that pays. Panini has never been in crisis because it’s a simple game enjoyed by parents and children,” Simona Spiaggia, head of production at the factory in Modena in central Italy told AFP. (Marco Bertorello / AFP)

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Even four-time champions’ Italy’s absence from the World Cup for the first time in 60 years has not dented booming sales. “We produce for the entire world, apart from a part of Latin American because we have another factory in Brazil. But for the rest of the world, everything is done here. So Italy represents just a small part,” Spiaggia said. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

Even four-time champions’ Italy’s absence from the World Cup for the first time in 60 years has not dented booming sales. “We produce for the entire world, apart from a part of Latin American because we have another factory in Brazil. But for the rest of the world, everything is done here. So Italy represents just a small part,” Spiaggia said. (Marco Bertorello / AFP)

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Since last January the machines which have remained unchanged since the 1960s, cut, mix and package at a faster rate than normal with the number of factory employees having jumped from 130 to 240 to keep pace with demand. Panini sees production peaks every two years with the European championships and the World Cup. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

Since last January the machines which have remained unchanged since the 1960s, cut, mix and package at a faster rate than normal with the number of factory employees having jumped from 130 to 240 to keep pace with demand. Panini sees production peaks every two years with the European championships and the World Cup. (Marco Bertorello / AFP)

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A card featuring Croatia’s defender Ivan Strinic for the 2018 Russia football World Cup. Despite other partnership deals, notably with Disney, and inroads into cycling and basketball, football still represents the largest part of Panini’s business. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

A card featuring Croatia’s defender Ivan Strinic for the 2018 Russia football World Cup. Despite other partnership deals, notably with Disney, and inroads into cycling and basketball, football still represents the largest part of Panini’s business. (Marco Bertorello / AFP)

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Even competition from internet collections has not yet threatened or diminished the appeal a traditional paper album. It’s a bit like books, some move to e-books, others will always prefer paper and Panini feels that’s the same for its collectors. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

Even competition from internet collections has not yet threatened or diminished the appeal a traditional paper album. It’s a bit like books, some move to e-books, others will always prefer paper and Panini feels that’s the same for its collectors. (Marco Bertorello / AFP)

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Like other collectibles, fans will be searching avidly for stars including Neymar, Messi and Ronaldo, stickers which may seem rarer but which are in fact not. “If they’re rare it’s because they are more sought after,” explained Spiaggia. “There are fewer in circulation because they’re not being exchanged, but not at the start.” (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

Like other collectibles, fans will be searching avidly for stars including Neymar, Messi and Ronaldo, stickers which may seem rarer but which are in fact not. “If they’re rare it’s because they are more sought after,” explained Spiaggia. “There are fewer in circulation because they’re not being exchanged, but not at the start.” (Marco Bertorello / AFP)

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In the end it’s all down to chance and the shuffle of the machines. That is one thing that has changed from the early days when the mix was done with a shovel by throwing the stickers against the wall. (Marco Bertorello / AFP)

Updated on May 16, 2018 9:47 AM

In the end it’s all down to chance and the shuffle of the machines. That is one thing that has changed from the early days when the mix was done with a shovel by throwing the stickers against the wall. (Marco Bertorello / AFP)

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