The success of Panini’s DTC model lies in its ability to serve collectors wherever they are, especially during major international events like the incoming FIFA World Cup. Together with Panini’s Group Digital & DTC Director, we will explore how the partnership with T-Data has transformed the supply chain from a cost centre into a marketing engine. We will analyse the value of a 'full outsourcing' model that integrates logistics, technology, and high-level customer care (SPOC). We will discover how real-time data transparency and agile peak management ensure a premium experience for millions of fans, turning the operational challenge of the World Cup into the ultimate moment for brand loyalty.