UFC and Fanatics Collectibles have joined forces in a groundbreaking multiyear partnership that promises to reshape the world of UFC trading cards. Fanatics will now have the exclusive rights to produce UFC trading cards, marking a significant shift in the industry. This new deal comes after Topps owned the exclusive rights from 2009 to 2020, followed by Panini America in 2021. However, as Kelvin Smith, Fanatics Collectibles’ vice president of global licensing and partner development, stated, UFC is “coming home.”
Fanatics’ involvement in the production of UFC trading cards opens up exciting possibilities for collectors and fans alike. Smith acknowledged the unique appeal of UFC, stating, “UFC has unique personalities, exciting young stars, which is obviously big in the collector community.” This sentiment reflects the collective desire to celebrate key historic moments through trading cards and create a stronger connection between fans, collectors, and their favorite athletes and fighters.
The first product to emerge from this partnership will be the highly anticipated 2024 Topps Chrome UFC, set to hit hobby and retail shops on Feb. 28. This release will undoubtedly be cause for celebration among the hobby community and UFC fans alike. Fanatics Collectibles CEO Mike Mahan expressed his excitement about the opportunity to create innovative and enjoyable cards featuring the next generation of UFC stars.
This deal not only signifies a major shift in the trading card landscape but also strengthens the existing partnership between UFC and Fanatics Commerce. With Fanatics Live—a creator-run live card-breaking and shopping platform—fans and collectors can have a unique experience watching athletes join live and giving exclusive interviews. This innovative approach enhances the engagement of collectors and fans who may not have the opportunity to attend UFC events in person.
Tracey Bleczinski, UFC’s Senior Vice President of Global Consumer Products, emphasized that the partnership with Fanatics was not a reflection of dissatisfaction with their previous partner, Panini. Instead, the decision to collaborate with Fanatics was based on the company’s innovative approach and their ability to push boundaries. Bleczinski praised Panini’s passion for the sport and athletes but highlighted Fanatics’ proven track record of leadership and creativity in the merchandise industry.
This new partnership comes at a busy time for TKO Group Holdings, the sports and entertainment company formed from the WWE and UFC merger. Recently, a groundbreaking 10-year, $5 billion partnership between Netflix and WWE was announced, bringing “Raw” to the streaming service from January 2025 onwards. This expansion into the streaming realm further solidifies the growing influence and reach of combat sports and the opportunities for continued growth in the trading card industry.
UFC and Fanatics Collectibles have ushered in a new era for UFC trading cards, with Fanatics taking the reins as the exclusive producer. The partnership promises to celebrate the sport’s unique personalities, showcase historic moments, and bring fans and collectors closer to their favorite athletes. The upcoming release of the 2024 Topps Chrome UFC is just the beginning of an exciting journey that will undoubtedly captivate the hearts of collectors and fans worldwide. With Fanatics’ emphasis on innovation, the trading card industry is set for a game-changing transformation.
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