MONTEVIDEO, Uruguay — Soccer fans across Argentina are gathering in public squares with a mission that has nothing to do with watching games and everything to do with completing their World Cup sticker collections as the tournament approaches in less than four weeks.
The tradition of collecting Panini World Cup stickers has captivated fans for more than fifty years, transforming schools, public plazas, and workplaces into bustling marketplaces where collectors hunt for elusive rare cards and swap their duplicate stickers.
Throughout South America, the act of exchanging stickers has evolved into something even more significant than simply gathering them, with dedicated WhatsApp groups, mobile applications, and online platforms emerging to help facilitate these trades between enthusiasts.
This past Sunday, crowds descended upon central Buenos Aires, carrying colorful collections of stickers featuring the world’s top soccer stars, with some collectors spreading their cards across tables like seasoned card dealers at a casino.
Young fans clutch their albums close, methodically placing each sticker in its designated spot with careful precision.
“This connects you with the world. Everyone does it,” explained Juan Valora, who was building his collection alongside his girlfriend. “And if this was virtual, you wouldn’t be face to face looking at the cards and trading them. I think you’d miss out a bit on the human touch.”
For this year’s tournament, Panini has released their most extensive sticker collection to date, reflecting the expansion from 32 to 48 participating nations. Individual packs hold seven stickers each and cost approximately $1.50 in both Argentina and Uruguay. These iconic sticker albums, which can command thousands of dollars on secondary markets, will conclude after the 2030 World Cup when Fanatics assumes control as FIFA’s exclusive sticker licensing partner.
Many collectors now bypass the traditional trading process entirely by purchasing bulk boxes containing up to 104 sticker packs for $180, often available through payment plans and bundled with the albums themselves. Even the highly sought-after “rare” stickers featuring superstars like Lionel Messi, Cristiano Ronaldo, or Kylian Mbappé can be obtained through these packages.
“It’s a way to avoid spending extra money to finally complete it,” noted Matías Inglesi, who works in software development and is the father of 9-year-old Lucas. He invests roughly $20 weekly in this pursuit.
For countless children, finishing their sticker album represents an achievement more precious than watching their home country claim the World Cup trophy, prompting devoted parents to step in and assist their kids in reaching this milestone.
According to child psychologist Agustina Zerbinatti, this activity offers more than entertainment, helping young people strengthen their fine motor coordination while learning “from geography, knowing which languages are spoken in each country, number sequencing and notions of cardinality and ordinality.”
