As the World Cup unfolds, fans are finding new ways to connect with the tournament. A decades-long tradition from Europe and Latin America of collecting Panini stickers is now catching on with soccer fans in Canada.

At a local shopping mall in Burnaby, B.C., Christian Pazmino and his eight-year-old son Felipe spent four weekends swapping Panini FIFA World Cup stickers with strangers hoping to fill 980 spots in a…

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