ESPN.com’s Bill Simmons, otherwise known as the ‘Sports Guy’, spent a day at Upper Deck headquarters for a segment that aired on the network’s E-60 magazine show Tuesday night.

It won’t be confused with 60 Minutes, but ESPN’s E-60 did throw the sports card industry a bone Tuesday night.

ESPN’s popular columnist and personality Bill Simmons and a camera crew spent the day taping at Upper Deck’s corporate headquarters on October 17th.

Simmons had the opportunity to pick out photos for upcoming trading card sets, take a shot at writing some copy for the back of trading cards and even watch as his image was morphed into trading cards over his favorite Celtic players. Simmons does enjoy card collecting and he shared with Upper Deck that his biggest quest this year will be collecting all the Kevin Durant rookie cards he can.

“As a company we have done a lot to bring kids back to the hobby,” said Chris Carlin, Upper Deck’s Hobby Marketing Manager. “Our other focus in terms of growing our business is to try to market to the sports fan and show them how much more exciting trading cards are today then when they may have collected in the 80’s. Our use of incorporating game-used memorabilia and autographs in trading cards really brings our customers closer to the game while allowing them to invest in their passion. Bill got to see this first hand and hopefully through this segment; other sports fans will see it as well.”

Upper Deck is planning on doing more with Simmons in the future. Simmons also gave a video review of the new Upper Deck Black product that can be viewed on www.udblack.com.

Upper Deck says Simmons also was thrilled to get to open a pack of Upper Deck’s most expensive line of cards called Exquisite, which retails for over $600 a pack.