LeBron James signs with Fanatics Collectibles in a trading card deal, leaving Upper Deck after 20 years.
Courtesy: fans
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 an exclusive Bowman-branded card featuring a double autograph from the National Basketball Association legend and his son Bronny. It will be available for retail sale starting January 19.
The multi-year deal will mean a new inventory of James' signed trading cards. James has not autographed official cards in recent years. He also upsets the balance of power in the recently revived sports memorabilia and trading card industry.
“Our goal is to go beyond where the hobby can go and we are excited how our collaboration with one of the world's greatest athletes will continue to ignite the passion of fans and collectors,” said Mike Mahan, CEO of Fanatics Collectibles.
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 voiced a short video titled “Origin of Greatness,” which focuses on the early moments of several Fanatics partner athletes 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 Fanatics sports platform company, bought Topps in 2022 for $500 million.
Fanatics will replace Panini as the official trading card manufacturer of the NBA and its players association starting in 2026. Fanatics will now have the exclusive right to print cards of four-time NBA champion James. Despite exclusivity agreements, league partners have been able to print cards in the past.
The trading card rivals are currently locked in a court battle, with Panini accusing Fanatics of antitrust violations.
Fanatics Collectibles has also secured exclusive long-term 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 the series. King of Collectibles” on Netflix.
Goldin said he sold a high-quality James card for up to $5 million early in James' career.
Today, he said, prices have dropped, but his cards are still extremely valuable. He also said that he is optimistic about what this deal will mean for collectors.
“They are [Fanatics] “We're probably going to use LeBron not just to sign autographs, but to help promote trading cards as a whole,” Goldin said.
When James signed his first deal with Upper Deck in 2003, it was believed to be the biggest in trading card and memorabilia history. James was reportedly paid $1 million per year and he also received a $1 million signing bonus.
“Upper Deck has had the privilege of working 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 main 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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