Upper Deck Extends Michael Jordan Deal and Names Him First Legacy Partner
Upper Deck is extending its exclusive relationship with Michael Jordan and has named him the company’s first Legacy Partner.
The announcement adds to a partnership that began more than 30 years ago and continues Upper Deck’s role as the exclusive producer of Jordan’s authenticated autographed collectibles. Upper Deck said the new Legacy Partner title marks an expansion of the relationship and will be supported by new Michael Jordan collectible programs tied to the 40th anniversary of his iconic rookie card.
The company is also launching a new campaign inspired by its original 1992 “Trade Jordan” billboard campaign in Chicago. That earlier campaign teased the idea of trading Jordan before revealing Upper Deck trading card imagery and promoting his new licensing agreement with the company. The new campaign flips that idea with the message, “You Don’t Trade Greatness, You Keep it for a Lifetime.”
To mark the announcement, Upper Deck has created two new collectible programs. The first involves 23 factory-sealed packs from the 1986-87 Fleer Basketball trading card set, where Michael Jordan’s rookie card can be found. Upper Deck said the packs were acquired through a buyback program and each has been autographed by Jordan. One pack will feature a 1-of-1 “Rookie Pack” inscription. All 23 signed packs will be inserted into the 2026 Goodwin Champions trading card set.
The second program is a one-of-a-kind full box of 1986-87 Fleer Basketball featuring Jordan’s exclusive autograph and a “Rookie Card Box” inscription. Upper Deck said it collaborated with eBay to auction the box, with 10 percent of the proceeds benefiting Boys & Girls Clubs of America.
Upper Deck President Jason Masherah said the company is honored that Jordan continues to choose Upper Deck as his partner. He said the company has worked with Jordan for more than three decades and called Upper Deck’s Jordan pieces the only collectibles guaranteed to feature his authentic autograph.
Jordan said he is proud to be Upper Deck’s first Legacy Partner. He said the partnership has been about creating cards and memorabilia that collectors cannot find anywhere else and that he is looking forward to what comes next.
Upper Deck said its relationship with Jordan dates back to the original exclusive agreement in 1991 and has continued to focus on protecting the authenticity of his autograph and fighting counterfeit collectibles. The company said the new campaign is meant to reflect the idea that Jordan collectibles are not only about trading and selling, but also about connections, identity and sharing the passion of collecting with future generations.