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LeBron Adds to Portfolio as Fanatics Continues to Build with New Deal

Less than two weeks after his 39th birthday, LeBron James continues to dominate on and off the court. The Los Angeles Lakers‘ ubiquity will now further extend to the memorabilia space with LeBron signing a multi-year trading card partnership deal with Fanatics Collectibles, the company announced Wednesday at 6:23 a.m. PT, matching the two numbers he’s worn during his all-time great NBA career.

James teased his 159 million Instagram followers about the partnership on Monday, but we now have some details surrounding the deal.

As part of this year’s 2023-24 Bowman University Chrome Basketball set hitting stores on Jan. 19, there will be a one-of-one autographed card featuring James in his St. Vincent-St. Mary’s high school jersey and his son Bronny in his USC jersey. It’s reportedly the first time James is autographing an NBA card since 2014 with Upper Deck. The 100-player set will also feature women’s hoops superstars Caitlin Clark and Paige Bueckers.

“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 sports, there is so much greatness to celebrate, and I’ve always been one to take a moment to recognize that in athletes at the top of their games. It’s all about celebrating the journey and enjoying those moments, with many more to come.”

Additionally, LeBron narrated a short video titled “Origin of Greatness” for the partnership launch. The video features the first moments of Fanatics-aligned athletes like Clark, CJ Stroud, Victor Wembanyama, Ronald Acuña Jr., Caleb Williams, Julio Rodriguez, LeBron, and Bronny, showing their corresponding Fanatics cards.

“We are both thrilled and honored to have LeBron join the Fanatics family,” said Mike Mahan, Fanatics Collectibles’ CEO. “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.”

With LeBron joining the fold, Tom Brady creating bespoke what-if baseball commercials, and NIL deals with future basketball stars like Dylan Harper, Fanatics Collectibles continues to build momentum into the new year.

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