Leading digital sports platform Fanatics has acquired Topps trading cards, the company announced this week.
The deal includes all parts of Topps’ licensed trading cards and collectibles business, both physical and digital, which currently sells in more than 100 countries. The value of the deal is approximately $500 million USD, according to sources via ESPN.
“With trading cards and collectibles being a significant pillar of our long-term plans to become the leading digital sports platform, we are excited to add a leading trading cards company to build out our business,” said Fanatics CEO Michael Rubin in a statement. “Their iconic brand, commitment to product excellence and passionate employees worldwide will allow us to immediately serve our league and players’ association partners and our fans.”
Topps’ 350 global employees will now operate under Fanatics Trading Cards, which launched last year after receiving exclusive, long-term trading card rights to multiple professional sports leagues and player associations. Among those are Major League Baseball (MLB), the Major League Baseball Players Association (MLBPA), the National Basketball Association (NBA), the National Basketball Players Association (NBPA) and National Football League Players Association (NFLPA).
The deal will allow Fanatics Trading Cards’ MLB and MLBPA rights to design, manufacture and sell trading cards immediately, rather than its originally slated start date in 2026. Topps also has rights to Formula 1, UEFA, Major League Soccer and Bundesliga, which will increase Fanatics Trading Cards’ scope.
Current Topps Global VP, GM, David Leiner, and VP, GM Topps Digital, Tobin Lent, will remain in their roles under the Fanatics Trading Cards umbrella and report to Doug Mack, Fanatics Inc. Vice Chairman and Fanatics Commerce CEO.
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