Shohei Ohtani, designated hitter for the Los Angeles Dodgers, celebrated a major milestone by hitting his first home run for the team during a game against the San Francisco Giants at Dodger Stadium on April 3, 2024.
In a notable development, Fanatics-owned Topps has secured an exclusive long-term global trading card deal with Ohtani, one of the biggest names in baseball. This agreement follows Fanatics’ earlier signing of NBA superstar LeBron James to a similar exclusive trading card deal.
Starting immediately, the agreement will feature autographed and game-used memorabilia cards, targeting both the United States and Japan markets. Ohtani’s relationship with Topps dates back to 2018 but was previously non-exclusive. He also holds an exclusive memorabilia partnership with Fanatics focused on autographed items like jerseys and baseballs.
Since acquiring Topps for $500 million in 2022, Fanatics aims to rejuvenate the trading card industry, appealing to both casual buyers and serious collectors. David Leiner, president of trading cards at Fanatics Collectibles, highlighted how partnerships with star players like Ohtani enhance the card category, emphasizing a collaborative approach beyond simply having players sign cards.
Ohtani, a two-time MVP who signed a record-breaking $700 million, 10-year contract with the Dodgers in 2023, is having a remarkable season and is on track to make history by potentially achieving 50 home runs and 50 stolen bases in one season.
Leiner mentioned that Ohtani’s global popularity could significantly boost the Topps brand, noting that less than 10% of Topps’ revenue currently comes from outside North America, though this percentage is on the rise.
While Topps does not publicly disclose its revenue, it reported sales of $567 million in 2020, marking a significant growth. This came amid Fanatics’ acquisition of MLB trading card rights, which spurred Topps’ growth potential.
Despite broader consumer spending concerns, Leiner affirmed that Topps continues to thrive, reflecting recent expansions in the trading card sector and Fanatics’ ongoing investment. He acknowledged that Fanatics founder Michael Rubin has been instrumental in energizing the business.
In addition to baseball, Fanatics has obtained exclusive trading card distribution rights for other major sports, such as the NBA and NFL.
Leiner expressed confidence in the health of the business, pointing out robust growth across various sectors, from direct sales to retail and the secondary market. He noted that with Rubin at the helm, Fanatics is poised for continued growth, having raised $700 million in December 2022 to fuel its expansion across collectibles, betting, and gaming sectors.