Earthquake on the lucrative collectible card market. Several American media, including CNBCreport that LeBron James has signed a multi-year deal with Fanatics Collectibles, after two decades in partnership with its competitor, Upper Deck.
The Lakers player and his new sponsor are scheduled to reveal a first card on January 19. A card that will feature his autograph as well as that of his son, Bronny. A small revolution because in recent years, the “King” did not sign official cards.
“ Our goal is to push the boundaries of the hobby and we look forward to seeing how our collaboration with one of the best athletes in the world will continue to ignite the passion of fans and collectors “, enthused Mike Mahan, general manager of Fanatics Collectibles.
A deal worth around five million dollars a year?
Terms of the deal were not disclosed, but experts estimate it could be worth more than $5 million per year. In any case, it is a new big coup achieved by this brand which, we remind you, will replace in 2026 the exclusive producer of collectible cards of the league since 2009, Panini.
“ As someone who appreciates all the moments – big and small – along the way, I look forward to sharing more with my fans through this partnership with Fanatics “, returned the 39-year-old requested in a launch videoto ensure promotion.
When LeBron James signed his first contract with Upper Deck in 2003, it was the biggest showing in the history of trading cards and memorabilia. He was reportedly paid $1 million per year and also received a $1 million signing bonus.
This isn't the first time the superstar has left one of his major sponsors for a competitor. In 2021, he left Coca-Cola, after almost 18 years, to join its rival Pepsi.
