From CNBC:

LeBron James signs with Fanatics Collectibles, leaving Upper Deck after 20 years. Fanatics will release a unique Bowman brand card featuring a dual autograph of James and his son Bronny, available for retail beginning January 19. The multiyear deal means new inventory of signed James trading cards, shaking up the sports memorabilia industry.

The deal terms were not disclosed, but it is estimated to be worth more than $5 million per year. Fanatics will replace Panini as the official trading card maker for the NBA and its players association beginning in 2026. Fanatics also secured long-term rights to design, manufacture, and distribute trading cards for MLB and NFL.

Fanatics’ acquisition of Topps, valued at $500 million, has set the stage for the company’s expansion in the trading card industry. By signing the most valuable athlete of all current NBA players, LeBron James, Fanatics has made a big win for itself. Ken Goldin, founder of Goldin Auctions, believes this deal will have a significant impact on the trading card market.

James’ move from Upper Deck to Fanatics is not the first time he has left a major sponsor for a competitor. In 2021, he ended his nearly 18-year partnership with Coca-Cola to join rival Pepsi. This pattern of seeking new opportunities with different brands appears to be a part of James’ brand strategy and business endeavors.



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