LeBron James signs with Fanatics Collectibles in a card trade, leaving Upper Deck after 20 years.
Courtesy: Fanatics
LeBron James is moving his trading card sponsorship to Fanatics Collectibles after more than 20 years with rival Upper Deck.
Fanatics will kick off the deal by selling a one-of-a-kind Bowman branded card with a double autograph of the NBA legend and his son Bronny. It will be available for retail from January 19th.
The multi-year deal will mean a new supply of signed James trading cards. James has not autographed official cards in the past two years. It also shakes up the balance of power in the recently revamped sports memorabilia and card industry.
“Our goal is to push the envelope of where the hobby can go, and we’re excited about how our partnership with one of the world’s greatest athletes will continue to ignite the passion of fans and collectors,” said CEO of Fanatics Collectibles, Mike Mahan.
Terms of the deal were not disclosed. Experts say the deal could be worth more than $5 million a year.
As part of the launch, James expressed a short video entitled “Origin of Greatness,” focusing on the early moments of several Fanatics athlete partners and their journey to the top of their sport.
“As someone who appreciates all the moments — big and small — along the journey, I’m excited to share more with my fans through this partnership with Fanatics,” James, 39, said in a statement.
Fanatics Collectibles, under Michael Rubin’s $31 billion sports platform company Fanatics, bought Topps in 2022 for $500 million.
Fanatics will replace Panini as the official trading card manufacturer for the NBA and its players association starting in 2026. Fanatics will now have the exclusive printing of James, a four-time NBA champion. Despite exclusivity agreements, league partners have been allowed to print cards in the past.
Rivals of the trading cards are currently locked in a court battle, with Panini accusing Fanatics of antitrust violations.
Fanatics Collectibles has also secured long-term, exclusive rights to design, manufacture and distribute trading cards for other sports properties, including Major League Baseball, the Major League Baseball Players Association and the National Football League Players Association.
The deal with the Los Angeles Lakers star is a big win for Fanatics, as James is the most valuable athlete of all current NBA players, according to Ken Goldin, founder and CEO of Goldin Auctions and star of Netflix’s “King of Collectors.”“series.
Goldin said he sold a premium James card for $5 million early in James’ career.
Today, he said prices have dropped, but that his leaves are still extremely valuable. He also said he is optimistic about what this deal will mean for collectors.
“Is [Fanatics] he’s probably going to use LeBron in a way not just to sign autographs, but to help promote trading cards as a whole,” Goldin said.
When James signed his first contract with Upper Deck in 2003, it was believed to be the largest in trading card and memorabilia history. James was He was reportedly paid $1 million annually and also received a $1 million signing bonus.
“Upper Deck has been privileged to work closely with LeBron James over the past 20 years, building the LeBron James brand into one of the most valuable collectible brands in the world,” the company said in a statement.
This is not the first time James has left one of his major sponsors for a competitor. The 19-time NBA All-Star left Coca-Cola after nearly 18 years to sign an endorsement deal with rival Pepsi in 2021.
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