For a long time, people have speculated that Upper Deck was going under, myself among them. Actually, I have to give them credit for sticking along for this many months, especially since the lawsuits came down on them like a wrecking ball back in 2010. This might be the straw that breaks the camel’s back, as the NFLPA is suing for unpaid autograph contracts, which is horrific news for a company dependent on this kind of content in products.

Collectors still love Upper Deck, even without licensed cards in the three major sports. Check out these crazy prices:

Tim Tebow Exquisite Auto Patch

Michael Jordan UNC Autograph On Card

Tiger Woods Goodwyn Champions Auto

With 2012 Exquisite Football coming out in the next few months, I think this type of situation, combined with some extremely negative statements stemming from the UD vs UDI lawsuit, could have major effect on success. However, Exquisite is Exquisite, and thanks to brand loyalty, collectors will buy anything that has the name on it.

A lawsuit like this is a terrible reflection on Upper Deck’s ability to get back to the top of the mountain, and further explanation as to how bad it has gotten over in California.  Gregg Kohn likes to come on here and say how great it will be in the next few years, but when you cant pay for the autographs in your products, its going to be tough to carry on. Granted, this kind of money is chump change to some of these players, but the NFLPA is probably more concerned with what it means to their image and future contracts with card companies.

Upper Deck needs to get their heads out of their asses, even more so when it comes to the parts of their sets that collectors buy the most of. I want them to stick around, but the time circling the drain is concerning. You can only be approaching the end for a short time before the target market of your products moves on. This is going to be a very important time for them, and they need to play their cards right, literally, or they will be gone for good.

I have said on numerous occasions that Panini should buy the Upper Deck name, if not only for the contracts with Jordan and LeBron, but at this point, they might not have to. Aside from better design, Panini’s products are missing the two biggest names in the sport, and it has led to major issues. The Upper Deck name holds the answers.

Regardless if Upper Deck pulls through, its irrelevant. They are in the process of losing the trust of everyone they count on to be successful. Secondary market value of your products is not important if there are no primary retailers that can sell it. We might be to that point in the process, and I hope they can turn things around. I miss NFL licensed Upper Deck products, and I can see that after this, there will never be any more of them. Its a sad day for the hobby when (not if) UD closes their doors, but it is their own doing, not anyone elses. That is what is so terrible about all of this.

Here is the link on Cardboard Connection.