LeBron James Signs Trading Card Deal With Fanatics—Ending 20 ...

10 Jan 2024

Forbes

Topline

LeBron James has signed a multiyear trading card deal with Fanatics, the company announced Wednesday, ending a 20-year run between rival trading card firm Upper Deck and the NBA star, whose memorabilia has routinely auctioned for millions of dollars in recent years.

Memorabilia for the sporting legend has routinely fetched millions of dollars in recent years.

Getty Images Key Facts

James’ deal with Fanatics Collectibles—Fanatics’ trading card and memorabilia arm—will include a new inventory of signed cards, including a new collection that will be released Jan. 19, the company said.

That collection will include a unique, signed card by James that features him in his high school uniform alongside his son Bronny James, who is featured in his University of Southern California uniform.

Details behind the deal were not disclosed by Fanatics, though experts estimate the deal could be worth more than $5 million per year, according to CNBC.

Surprising Fact

A trading card featuring James—a signed 2003 rookie card—auctioned for $5.2 million in 2021, setting the record for the highest-selling price for a basketball card ever, according to PWCC Marketplace. Several James cards have auctioned for over $2 million, including cards from the same collection that sold for $2.4 million and $2.1 million, and a one-of-one “Triple Logoman” card auctioned for $2.1 million in 2022. Last year, a Miami Heat jersey worn by James during the 2013 NBA Finals sold for over $3.6 million, making it the highest-selling price ever for a James jersey.

Key Background

James signed an initial five-year contract with Upper Deck in 2003, which was reportedly the largest trading card and memorabilia deal in history at the time. Fanatics, the sports retail firm founded by billionaire Michael Rubin, has edged into memorabilia sales in recent years since establishing Fanatics Collectibles. The company reached a deal with the NBA in 2021 to become the league’s exclusive basketball trading card producer in 2026, replacing Panini. That deal followed similar partnerships with the NFL Players Association and MLB, whose deal with Topps expires in 2025.

Forbes Valuation

Rubin is worth an estimated $11.5 billion, according to our latest estimates. James—the first active NBA player to become a billionaire—is worth an estimated $1 billion, which includes $900 million from sponsorships with PepsiCo, Walmart and Nike.