Major League Baseball Properties (MLBP) and The Topps Company announced Monday they have extended their exclusive multi-year licensing deal, keeping Topps as the Official Baseball Card of Major League Baseball. Through 2020, Topps will retain exclusivity on MLB, Jewel Event and Club trademarks, logos and other intellectual property, for use on baseball cards, stickers and certain other product categories.
”Since making Topps our exclusive baseball card licensee, they have continually validated that decision by bringing clarity to the marketplace and reinvigorating the hobby, especially among young people,” said Howard Smith, Senior Vice President, Licensing, Major League Baseball. “Generations of baseball fans have grown more attached to the game through collecting baseball cards, and Topps is continually coming up with new and creative ways to reach the next generation.”
Topps signed its first agreement with Major League Baseball Properties in 1969 and 40 years later inked the deal that made Topps the first exclusive baseball card company of MLB in nearly 30 years, shutting out competitors Upper Deck and Panini, among others.
The length of the deal could provide Topps with the opportunity to work on long term projects.
Panini has attempted to utilize its deal with the Player’s Association to market its own cards, free of league and team logos, and scored a sizable hit with its recently released National Treasures baseball issue. However, the product was focused heavily on past players and memorabilia cards.
The continuation of an exclusive arrangement resulted in strong reaction from collectors on our Facebook page.
“Topps has been making baseball cards for over 50 years, and with the ongoing support of MLB, we will continue to produce the most innovative and exciting collectibles in the marketplace,” said Doug Kruep, Vice President and General Manager, U.S. Sports & Entertainment at Topps. “We value our relationship with MLB and look forward to being in business with them for many years to come.”