You won’t see Shohei Ohtani on anything but Topps cards for the foreseeable future. Fanatics announced Thursday that it had reached an exclusive deal with the two-time MVP for autographed and game-used memorabilia cards.
The deal is effective immediately, according to Fanatics.
It will also involve both U.S.- and Japan-based products, the latter being what Fanatics calls “a growing market for both the hobby and the brand.”
Topps already had a contract with Ohtani, whose autographs have been appearing in its products since his rookie season. However, that deal wasn’t exclusive, meaning other trading card companies like Panini America, have been free to include card of him in their non-MLB licensed trading card products.
Financial terms or the exact length of the deal weren’t disclosed.
While he hasn’t been used as a pitcher this year because of an injury suffered last season, he’s on track to win his first National League MVP award and third overall. He recently became the fastest player in history to accumulate 40 steals and 40 homers in a season. With a month left in the season, Ohtani could become the first player to record a 50/50 season.
“This is a momentous day in our brand’s history,” said David Leiner, President of Trading Cards at Fanatics Collectibles. “We aren’t just partners with Shohei – we’re big fans, both of everything he’s done on the field and how he represents the game off of it.”
Fanatics already had an exclusive memorabilia agreement in place with Ohtani that covers signed jerseys, baseballs, photos, game-worn memorabilia and other items. Those are popular with fans, but pricey. Topps is hoping a new deal will make Ohtani autographs more accessible.
“I want Ohtani’s autographs to be accessible to collectors of all shapes and sizes and income levels and all those things,” Leiner told The Athletic. “You’ll see his autographs featured from the entry level to the ultra high end (Topps products).”
Leiner told CNBC, “What we’ve tried to do with the top players in the world is not just have them sign 1,000 cards sitting in a hotel room for two hours,” Leiner said. “We want to bring them in as a true partner, help promote the products, understand the products, and design products with us.”
The deal should mean Topps can continue to expand its presence and popularity in Japan. The company opened an office there in 2021.
“Japanese allocation is a big piece and you better believe, for the accounts in Japan, there’s never enough [product],” Leiner told ESPN. “They’re always asking for more. Our largest Japanese partner, Mint Collectibles, they own and operate a chain of 28 stores across Japan and the hobby is vibrant over there.”
Last January, Fanatics landed LeBron James in a similar, exclusive deal. James had been exclusive to Upper Deck.
While Ohtani makes millions on the field, he’s shown an interest in cards and collectibles.
“He asks a lot of questions, looks at them, understands them and likes them,” Leiner told ESPN.
And collectors and fans can’t seem to get enough. People lined up hours ahead of the gates opening at Dodger Stadium Wednesday night for a new Ohtani bobblehead that featured the superstar with his dog ‘Decoy.’ The first 35,000 fans got them and some got as gold version that was limited to 2000. The bobbleheads have been a hot ticket on eBay.
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