Fanatics Collectibles lands LeBron James as a trading card partner, ending his deal with Upper Deck.

• LeBron James has signed a multiyear deal with Fanatics Collectibles.
• The Los Angeles Lakers star had spent two decades with rival Upper Deck.
• James and Fanatics will release their first card together Jan. 19.

After more than 20 years with rival Upper Deck, LeBron James is switching his trading card sponsorship to Fanatics Collectibles.

The Bowman brand card featuring a dual autograph of the National Basketball Association legend and his son Bronny will be available for retail beginning Jan. 19.

The multiyear deal will result in a new inventory of signed James trading cards. Despite not autographing official cards in the past couple of years, James' signing will disrupt the equilibrium of the sports memorabilia and trading card market.

Fanatics Collectibles CEO Mike Mahan stated that their objective is to push the boundaries of what hobbies can achieve and are thrilled about their collaboration with a top-notch athlete to continue fueling fan and collector excitement.

The deal, worth more than $5 million per year, terms of which were not disclosed, was announced by experts.

James released a video titled "The Beginning of Excellence," showcasing the early stages of several Fanatics athlete partners and their path to becoming top in their respective sports.

James, 39, stated, "Being someone who cherishes every moment, big or small, I am thrilled to share more with my fans through this partnership with Fanatics."

In 2022, Topps was acquired by Fanatics Collectibles, a subsidiary of Michael Rubin's $31 billion sports platform company, for $500 million.

The NBA and its players association have chosen Fanatics as their official trading card maker starting in 2026, replacing Panini. Fanatics will have the exclusive right to print cards of James, a four-time NBA champion. Although exclusivity agreements have been in place, league partners have been able to print cards in the past.

Currently, Fanatics is being sued by Panini for alleged antitrust violations in a courtroom battle between the two trading card rivals.

Fanatics Collectibles has secured exclusive rights to design, manufacture, and distribute trading cards for various sports properties, including Major League Baseball, the Major League Baseball Players Association, and the National Football League Players Association.

Fanatics has secured a major victory with the Los Angeles Lakers star, as James is considered the most valuable athlete in the NBA, according to Ken Goldin, founder and CEO of Goldin Auctions and host of Netflix's "King of Collectibles" series.

At the start of James' career, Goldin claimed to have sold a high-grade James card for as much as $5 million.

He stated that prices have decreased, but his cards remain highly valuable. Additionally, he expressed optimism regarding the impact of this deal on collectors.

Goldin stated that the Fanatics are likely to utilize LeBron not only for autograph signing but also to promote trading cards as a whole.

In 2003, James signed his first contract with Upper Deck, which was believed to be the largest in trading card and memorabilia history. James was reportedly paid $1 million per year and also received a $1 million signing bonus.

Over the past 20 years, LeBron James and Upper Deck have collaborated closely, resulting in the LeBron James brand becoming one of the most valuable collectible brands globally, according to Upper Deck.