Shedeur Sanders Broke the NFLPA Licensing Record, and Trading Cards Did Most of the Heavy Lifting
About $15 million of Sanders's record $17.7M in NFLPA group licensing income came from trading cards — nearly doubling Tom Brady's previous all-time mark.
What Happened
Shedeur Sanders generated $17.7 million in NFLPA group licensing income during the 2025–2026 NFL season, setting a new all-time record and nearly doubling Tom Brady's previous high of $9.5 million from the 2021–2022 season. Approximately $15 million of that total came specifically from trading cards — a figure tied to Sanders's Panini card contract. The numbers were detailed in a new report published by Front Office Sports on June 5, 2026.
Why Collectors Should Care
This isn't just a business story — it's a direct signal of how much card demand for one player can move the needle on the entire licensing ecosystem. Sanders generated more trading card licensing income in a single season than almost any athlete in any sport has ever pulled from group licensing altogether. For collectors, that kind of commercial gravity means Panini and, eventually, Fanatics (which holds the NFLPA's 20-year exclusive trading card deal) have every incentive to keep Sanders product front and center. His rookie cards aren't just collectibles — they're the engine behind a record-breaking licensing year.
Questions Collectors Are Asking
What is NFLPA group licensing income?
It's the money the NFLPA distributes to players from deals that use multiple players' names, images, and likenesses together — trading cards, video games, and similar products. Every player in the pool gets a share, but stars with higher individual demand can earn significantly more.
Why did trading cards account for so much of Sanders's total?
Sanders entered the NFL as one of the most hyped rookie quarterbacks in years, and collector demand for his cards was enormous. His Panini card contract amplified that, directing a large portion of card-sale royalties directly to his licensing total.
Does Panini still have the NFL card license?
Panini held the license during the period that generated Sanders's record numbers. Fanatics signed a 20-year exclusive deal with the NFLPA in 2021 and has been in the process of transitioning the NFL card business under its Fanatics Collect umbrella.
What was the previous NFLPA group licensing record?
Tom Brady held it with $9.5 million earned during the 2021–2022 NFL season.
Sources
Track this in the app
Track Shedeur Sanders rookie card prices and set alerts in the Collector Nation app.
Open Collector Nation