Dodgers designated hitter Shohei Ohtani (No. 17) hits his No. 1 hitter from Giants pitcher Tyler Rogers (No. 33) during the seventh inning of a game for the Dodgers on Wednesday, April 3, 2024, at Dodger Stadium in Los Angeles. Watch your ball fly after a home run.
Alan J. Cockroach | Los Angeles Times | Getty Images
Months after Fanatics inked an exclusive, extensive trading card and collectibles deal with NBA superstar Lebron James, Fanatics-owned Topps has inked one of baseball’s biggest stars, Shohei Ohtani Exclusive long-term global trading card agreement.
The new deal, which begins immediately, will include autographed and in-game memorabilia cards, focusing on American and Japanese products. Ohtani and Topps’ previous partnership dates back to 2018, but the deal is not exclusive. Ohtani also has an exclusive memorabilia partnership with Fanatics that focuses on selling autographed collectibles as well as products such as jerseys and baseballs.
Since acquiring Topps for $500 million in 2022, Fanatics has been working to elevate the once-dormant trading card collecting industry, aiming to cultivate the hobby among casual sports fans who might buy one at a big-box retailer like Target or Walmart. Pack of cards.
David Leiner, president of trading cards at Fanatics Collectibles, said the partnership with Ohtani will help “drive the category forward,” rather than just having Ohtani sign a card and then randomly package it.
“We’re trying to get the world’s top players to do more than just have them stay in a hotel room for two hours and sign 1,000 cards,” Lehner said. “We want to make them a true partner to help promote the product, understand the product and design the product with us.”
Two-time MVP Ohtani, who signed a record-breaking $700 million, 10-year contract with the Los Angeles Dodgers in 2023, is in the midst of another potentially historic season and could become the first player in MLB history to win the honor. of players hit 50 home runs and stole 50 bases in the same season.
Leiner said Ohtani’s already strong global profile will help further expand the Topps brand and trading cards. Leiner said less than 10% of Topps’ business currently comes from outside North America, although that number is “growing significantly.”
Topps doesn’t disclose its revenue, but as part of a potential SPAC deal in 2021, the company reported record sales of $567 million in 2020, up 23% year over year. The SPAC deal was later canceled after Fanatics acquired the MLB trading card rights, ultimately leading to Fanatics acquiring the company.
Leiner said Topps continues to grow even amid heightened concerns about consumer spending, reflecting the expansion of the trading card industry in recent years and continued investment by Fanatics. “(Fanatics founder) Michael Rubin added fuel to the fire,” Lehner said.
In addition to baseball, Fanatics has acquired exclusive rights to issue trading cards for several other sports in the coming years, including the NBA and NFL.
“The company’s business is as healthy as ever,” Lehner said, adding that the company is expanding across its business segments, from direct-to-consumer products to hobby store sales and retail, as well as secondary markets.
“When (Rubin) acquired Topps, he publicly stated that he thought we were in the second or third inning and had a lot to do,” Lehner said. “I think he’s true to his word and we’re getting that growth.”
According to CNBC, Fanatics raised US$700 million in December 2022, bringing its valuation to US$31 billion, with the funds planned to be used for potential M&A opportunities in its collectibles, gambling and gaming businesses. Fanatics is a three-time CNBC Disruptor 50 company and ranks 21st in 2022.
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