CNBC reports James has a new trading card sponsorship after more than 20 years with Upper Deck. James’ first $1 million had been earned through signing with Upper Deck in 2003 while still in high school, according to The Washington Post.
Now, the four-time-NBA-champion is ready to turn a new leaf. He has signed a deal with Michael Rubin’s Fanatics Collectibles, a company worth $31 billion in 2022, per a previous CNBC report.
Although the specifics of the agreement are not public, experts speculate it could lead to James pocketing over $5 million annually, the latest news states.
“As someone who appreciates all the moments — big and small — along the journey, I’m excited to share more with my fans through this partnership with Fanatics,” James said in a statement, per CNBC.
Ken Goldin, founder and CEO of Goldin Auctions, believes the partnership will be a big win for collectors.
“They’re [Fanatics] probably going to utilize LeBron in a way not just to sign autographs, but to help promote trading cards as a whole,” Goldin explained to CNBC.
James recently took to Instagram sharing the first update from his latest partnership. The update showcased a new Bowman brand trading card featuring a photo of James in uniform when he played for St. Vincent-St. Mary High School (Akron, OH) alongside a photo of his son Bronny, who is sporting his current Trojans uniform from the University of Southern California.
“We all start somewhere. First court. First swing. First down. An upset. A game winner. A moment that changes everything. Every origin story has a first and they all start here,” James said in a promotional clip shared on Instagram.
The trading card will be available in the 2023-24 Bowman University Chrome Basketball set on Jan. 19, 2024.
“Our goal is to push the envelope of where the hobby can go and are excited about how our collaboration with one of the best athletes in the world will continue to ignite fan and collector passion,” Fanatics Collectibles CEO Mike Mahan shared in a statement, per CNBC.
