Deep Dive into the 1970 Panini World Cup Sticker Set

The Panini Mexico 70 album is where the modern World Cup collecting story truly begins. It was the first officially licensed Panini World Cup album and it is the set that fans still love today. 

What is in the set

Panini produced Mexico 70 as a mixed collection that combined traditional paper stickers with thicker card stock portraits. The complete international checklist runs to 288 items, made up of 42 stickers and 242 cards, arranged by tournament history sections and by each qualified nation. 

The album structure

• Opening section with the trophy, FIFA emblem, mascot Juanito, map and poster art.

• World Cup history pages from 1930 through 1966 with winners and star players.

• Team sections for all finalists with flags, crests, a team photo and player portraits.

This format explains why some items are true peel off stickers while most player portraits were printed as cards intended to be glued into the album.   

Editions, backs and why they matter

Mexico 70 was issued in different markets, which created notable back variations that collectors still chase.

• Italian issue

Predominantly green back cards. In Italy, packets generally contained three cards and included special Bisvalida backs that children could mail in to redeem prizes, which is why many Bisvalida cards are scarce today. A small run of red and blue back cards was also tied to the Italian album.

• International issue

Multi language red and black back cards were printed in Modena for export to the UK and Europe, distributed in Britain by Thorpe and Porter. 

Because these versions were sold in different places and under different conditions, you will find conflicting pack details in the wild. For example, some sources recall five per pack in Mexico while Italian reports confirm three per pack at 20 lire, which is consistent with the Italian release. The safest approach is to document the pack type alongside the card back when you buy or sell.   

Key stickers and cards to know

• Pelé

Mexico 70 is the iconic World Cup issue for Pelé. Collectors recognise at least five back variations for his portrait, including Green back, Bisvalida, International multi language correct and error backs, and the very rare Red or Blue back from the Italian market. Pelé is also card number 180 in some third party checklists and appears across album sections.   

• England 1966 winners page

The winners layout with national hero portraits continues to see strong demand, especially in top condition.

• Juanito the mascot and the Jules Rimet trophy

Early mascot and trophy items have crossover appeal with design collectors.

• Stadium and poster art

The Azteca stadium sticker and the series of vintage World Cup posters from 1930 to 1966 make a beautiful sub set. 

How rare is high grade

Grading data confirms that truly clean copies are not easy. PSA’s population report lists the set with over one thousand graded entries across all subjects, but high grade rates are modest, which reflects album wear, glue stains and paper lift. If you are investing, focus on clean backs, sharp corners and no album residue. 

Values and notable sales

Prices swing by player, back type and condition. Pelé examples show a wide range, from mid grade sales around the low thousands to higher results for scarce backs and top grades. Complete albums in strong condition, especially with signatures or fully original content, have achieved five figure results at auction. Always compare like with like, since a Green back in Very Good will not track a Red or Blue back in Near Mint.   

Spotting fakes and reprints

• Check the printing. Originals have period halftone dots and a slightly muted palette compared with modern reprints.

• Examine the paper. Italian cards are on thicker stock than the sticker items. International backs have multilingual text in a specific typeface.

• Look for album lift. Honest album toning around the edges is common on real survivors.

Use a jeweller’s loupe and compare to a known genuine example or to high resolution scans from trusted catalogues. 

Collecting strategy for Mexico 70

1. Pick a lane

Decide whether you want a back type run, a country page, or only peel off stickers. This set rewards focus.

2. Condition first

Prioritise unstuck cards and stickers with original backing paper when possible. Light album lift is acceptable for display pieces but hurts long term value.

3. Document the variant

Always record the back description, market and any coupon or Bisvalida details on your inventory label. It prevents headaches at resale.

4. Buy the best Pelé you can

If Pelé is within budget, learn the five back types and aim for the cleanest surface and edges you can find. 

Quick reference facts

• First officially licensed Panini World Cup album.

• Complete international checklist of 288 items, with 42 stickers and 242 cards.

• Multiple back types by market, including Green back, Red or Blue back, and multilingual Red and Black back.

• Italian packets commonly contained three cards and included prize coupon backs called Bisvalida.

• High grade examples are scarce due to album mounting and age.

 

By Graeme, Global Sports Collectibles