Despite high inflation and criticism of the host country, the collector’s picture manufacturer Panini is confident about business for the World Cup in Qatar. “Sales got off to a good start,” said Hermann Paul, Managing Director of Panini Verlag in Stuttgart. Paul, who is responsible for the sticker business in Germany and Austria at Panini, said he was confident that he would achieve the desired sales targets.
He did not give specific numbers. Only so much: In Germany, the number of units sold in the packets will certainly reach millions. Most were sold at the 2006 World Cup in Germany. “We don’t reach that dimension,” said Paul.
A packet usually contains five stickers, and according to Paul the suggested retail price is one euro. In his opinion, the current high level of inflation will not have a negative impact on business. Panini is in a price segment where the product is still relatively cheap. Restrictions on consumption tend to affect larger purchases. And the younger target group usually have their pocket money. He does not assume that this will now be reduced, said Paul.
