The success of Panini’s DTC model lies in its ability to serve collectors wherever they are, especially during major international events where volumes surge by 50%. 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.