Shohei Ohtani, the designated hitter for the Dodgers, celebrated his first home run with the team during a game against the Giants on April 3, 2024, at Dodger Stadium in Los Angeles. The impressive hit came off Giants pitcher Taylor Rogers in the seventh inning.
In a significant move, Fanatics has announced a long-term global trading card deal with Ohtani, following their recent exclusive agreement with NBA star LeBron James. This new deal, effective immediately, involves the production of autographed and game-used memorabilia cards, targeting both the U.S. and Japanese markets. Ohtani’s previous relationship with Topps, established in 2018, was non-exclusive. He also has a separate exclusive memorabilia deal with Fanatics focused on autographed items, including jerseys and baseballs.
Since acquiring Topps for $500 million in 2022, Fanatics has been actively working to revitalize the trading card market, appealing to both casual sports fans and serious collectors willing to invest significantly in rare cards. David Leiner, president of trading cards at Fanatics Collectibles, emphasized that partnerships like the one with Ohtani aim to elevate the trading card category beyond simply having athletes sign cards.
Ohtani, a two-time MVP who set a record with a $700 million, 10-year contract with the Dodgers in 2023, is having a remarkable season, with the potential to become the first MLB player to hit 50 home runs and steal 50 bases in a single season.
Leiner noted that Ohtani’s global appeal will enhance the Topps brand and trading card market, which currently derives less than 10% of its business from outside North America. The company has experienced substantial growth, reporting record sales of $567 million in 2020.
Despite challenges in consumer spending, Leiner stated that Topps continues to thrive due to the growth of the trading card industry and Fanatics’ investments. The company’s expansion includes exclusive rights to distribute trading cards for various sports, including the NBA and NFL.
Leiner expressed confidence in the health of the business, indicating widespread expansion across different sales channels and the secondary market. Fanatics’ founder, Michael Rubin, has been proactive in driving growth since acquiring Topps, with ambitions for further development in the collectibles sector. In December 2022, Fanatics raised $700 million, valuing the company at $31 billion and signaling its intent for future acquisitions in collectibles, betting, and gaming.