LeBron James’s most recent Instagram post moved his followers. For NBA fans, it was just another Monday until they received an unexpected surprise that had them applauding King James. He made a revolutionary move to Fanatics, the rapidly expanding $31 billion online retailer.

Although official announcements have not yet been made, James’ recent photo upload of himself grinning next to a script or document with the Fanatics logo definitely implies a big new relationship for the legendary athlete.

The caption on the joke photo of LeBron clutching a Fanatics document read:

“Greatness awaits.”

This possible development represents a significant change in the sports collectibles and memorabilia market.

Supporters gathered to express their joy in comments. Many of them refer to him as the “King,” while others seem eager to get their hands on the autographed mementos from the Lakers’ star forward.

One of the fans that praised Fanatics left the best comment:

“Fanatics with the HUGE W”

LeBron James departs from his 20-year contract.

LeBron James would be viewed moving forward from his long-standing 20-year association with Upper Deck to a prospective arrangement with Fanatics if the collaboration is officially announced. In the picture, James was carrying what seemed like a screenplay with the Fanatics logo and tags for Topps and Fanatics.

This suggested that James’s sponsorships for collectibles may be changing significantly. He may be leaving his long-standing partnership with Upper Deck, which he signed in 2003—even before he was selected as the number one choice to start his NBA career with the Cleveland Cavaliers.

As per Sports Collectors Daily, rumors regarding this revolutionary shift increased in 2023 after a leaked photo of LeBron James and his son, Bronny James, appeared. This image raised the possibility of an alteration to Upper Deck’s exclusiveness.

Notably, Fanatics’ acquisition of the exclusive rights to create trading cards for major sports leagues significantly altered the ever-changing world of sports memorabilia.

The purchase of Topps by Fanatics in 2022 further accelerated their entry into baseball cards. Furthermore, Fanatics’ timing for assuming the NBA and NFL deals is questionable due to the ongoing legal battle between Panini America and Fanatics regarding league licenses.