By Gary Symons
TLL Editor in Chief
Mixed martial arts (MMA) giant UFC will again partner with Topps for an exclusive line of collectible trading cards.
Topps previously held the license for UFC from 2009 to 2020, and in the intervening years the company was acquired by Fanatics, which quickly became the dominant force in the sector.
Now, Topps is stepping back into the ring with UFC, as brand owner TKO Group Holdings and Fanatics Collectibles announced an exclusive license deal, facilitated by UFC licensing agent IMG.
UFC, the world’s premier mixed martial arts organization and part of TKO Group Holdings (NYSE: TKO), and Fanatics Collectibles announced an exclusive multi-year trading card partnership that sees Topps make an exciting return to the sport. The agreement was negotiated in consultation with UFC’s licensing agent IMG.
“Today is a day of celebration for both the hobby and all UFC fans,” said Fanatics Collectibles CEO, Mike Mahan. “UFC trading cards are incredibly popular among collectors—and we are truly honored to be able to once again make innovative and fun cards featuring the next wave of stars.”
The deal is a major one for Topps and Fanatics, as UFC is among the world’s largest athletic organizations in terms of its fan base, with more than 700 million fans and 259 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world, while broadcasting to over 900 million TV households across more than 170 countries.
The Licensing Letter Releases First Global Guide to Licensing Agencies
The highly anticipated new product will be 2024 Topps Chrome UFC, which hits retail and hobby shops on Feb. 28. The set will include 200 base cards across a rainbow of color and tech parallels with several key insert cards, including SuperGiant, 1954 Topps International Flair, AKA and Tale of the Tape.
There will also be two autographs in every box, featuring some of the biggest names in UFC, including bantamweight champion Sean O’Malley, flyweight champion Alexa Grasso and welterweight champion Leon Edwards.
“We are excited to again join creative forces with Fanatics Collectibles and Topps, celebrating the sport of MMA and the unrivaled popularity of UFC through its unique personalities and historic moments,” said Tracey Bleczinski, Senior Vice President, UFC Global Consumer Products. “UFC fans have long supported a strong marketplace for collectibles, and this new collaboration with Fanatics and Topps will give UFC fans a great way to stay engaged in the sport and to better connect with their favorite athletes.”
Fanatics Collectibles plans to support the UFC partnership with a variety of promotional initiatives, including featured content on Fanatics Live, the live commerce platform that lives within Fanatics’ digital sports platform. On Fanatics Live, collectors and fans will be able to see special interviews with UFC athletes as the fighters join in on live card breaks. This deal builds on an existing ecommerce and live-event partnership between UFC and Fanatics Commerce.
The Licensing Letter Releases First Global Guide to Licensing Agencies