Shohei Ohtani signs exclusive trading card deal with Topps

Shohei Ohtani has signed an exclusive long-term global trading card deal with Topps, a company owned by Fanatics, which will include unique autographed and game-used memorabilia cards. This partnership marks a significant shift from their previous non-exclusive agreement that began in 2018. The deal aims to enhance the trading card industry, appealing to both casual fans and serious collectors, as Fanatics seeks to elevate the market since acquiring Topps for $500 million in 2022. David Leiner, president of trading cards at Fanatics Collectibles, emphasized the importance of engaging top players like Ohtani as true partners in promoting and designing products, rather than merely signing cards. Ohtani, a two-time MVP, is currently having a historic season and is on track to achieve a remarkable milestone in Major League Baseball. His global popularity is expected to significantly boost Topps' brand and expand its reach beyond North America, where less than 10% of its business currently originates. Despite broader consumer spending concerns, Topps has reported growth, reflecting the increasing interest in trading cards. The company previously recorded sales of $567 million in 2020, indicating a 23% year-over-year increase. Fanatics' investment in the trading card industry is seen as a catalyst for this growth, with plans to expand into other sports, including the NBA and NFL. Overall, the partnership with Ohtani is viewed as a strategic move to further develop the trading card market, which is experiencing a renaissance, driven by both investment and consumer interest. Fanatics' commitment to innovation and expansion positions the company for continued success in the evolving landscape of sports collectibles.