Panini has launched its FIFA 365 Adrenalyn XL 2026 trading card collection in India through a partnership with Instamart. The launch marks the collectables company’s entry into the Indian market as it looks to tap into the country’s growing football fan base and rising interest in hobby driven collectables.
The FIFA themed trading card collection includes more than 300 football players from international teams and club competitions. Products available on Instamart include starter packs, tins and multi set collections featuring limited edition cards such as Golden Ballers and Invincible variants.
The launch comes ahead of the FIFA World Cup 2026, scheduled to begin in June, as companies increasingly look at sports merchandise and fan collectables as a growing consumer category in India. The partnership also highlights how quick commerce platforms are expanding beyond grocery and daily essentials into entertainment, gaming and collectable products.
According to the companies, the collection is currently available across cities including Mumbai, Delhi NCR, Bengaluru, Pune and Kolkata, with plans to expand availability to additional Tier 1 and Tier 2 markets in phases. The rollout is being supported by Dream Theatre and Kiddies International, Panini’s distribution partners in India. The products are listed under the Toys and Games and Stationery categories on Instamart.
Arjun Choudhary, VP Growth, Instamart, said, “At Instamart, we’re constantly looking to go beyond everyday essentials and bring consumers closer to what they love. We’ve seen a significant surge in hobby-led purchases on the platform, and football being a passion that unites millions across India, stands out strongly. With the FIFA World Cup around the corner, this partnership with Panini couldn’t be better timed. We aim to make the thrill of collecting instantly accessible, whether it’s a late-night pack opening or a last-minute gift.”
Ivam Faria, Managing Director, Panini Group, said, “India is one of our fastest-growing markets for football collectibles. By launching the FIFA 365 Adrenalyn XL™ 2026 collection, we are bringing the thrill of the stadium directly to the fans. Our partnership with Instamart ensures that collectors no longer have to wait days for their packs; they can start their hunt for rare cards instantly.”
Jiggy George, Founder & CEO of Dream Theatre, said, “At Dream Theatre, our mission has always been to bring the best of global toy and collectible brands to the Indian Consumer Indian children and enthusiasts. The FIFA 365 Adrenalyn XL™ series is a cultural phenomenon. By leveraging Instamart’s unparalleled hyper-local network, we are making professional-grade football cards accessible to every neighbourhood in the country.”
