There has been an awakening. Can you feel it?

Well maybe not Star Wars level, but one that should make Panini a little nervous in the ability to sell their basketball products when the new class takes the reigns from Karl Anthony-Towns and crew. Upper Deck decided it was time to make some serious waves in the sport where they are STILL the top brand in the game, despite being without a license to produce any real NBA licensed cards.

Recently, they announced an exclusive autograph deal with top pick and hobby whiz kid Ben Simmons, who is slated to be one of the top prospects in a number of years for the NBA. His cards have been selling for crazy amounts:

2016 Goodwin Champions Ben Simmons Sport Royalty Auto

2016 Goodwin Champions Ben Simmons RC SSP

2016 Goodwin Champions Ben Simmons Auto Sport Royalty w/ BIN

2016 Goodwin Champions Ben Simmons Goodwin Champions RC w/ BIN

Panini may have had the exclusive for a number of years now, but collectors have been flocking to the the Upper Deck sets of old to get their fix more and more. If UD were ever to get a license again, all those strides Panini has made would clearly be lost when the loyalists jump ship to rejoin the mother ship. Exquisite remains the top brand in the hobby, and its clear that UD wants that to remain clear.

The signing of an exclusive deal with Simmons is a step in a direction that is quite interesting. Even though UD cant produce licensed cards, the fact that there is nothing else available for him should make waves. It cant make Panini very happy, and that’s just an added benefit all together. I really dont like exclusive agreements in any sense of the word, and this is a huge middle finger right in the face of the people that seem to be taking over all the ones they can get.

Although Im sure that isnt why UD did this, it still has to feel good. The question remains, if UD doesnt have a license to support Simmons, what is the play they are trying to make? I hope they find ways to ensure that Simmons is utilized in a way that keeps collectors interested, and I think that is where sets from companies like Leaf may provide some wonderful inspiration. Leaf has found ways to make extremely attractive unlicensed cards, and it becomes an exercise in retouching photos to make the designs pop.

Overall, Simmons is probably one of the biggest gets in a while for a company like UD. Not only is he ESSENTIAL to reaching potential of products released by the competition, but it opens the door for added coverage of a calendar of products that Upper Deck is ready to release.

This is going to be pretty interesting over the next few months, hopefully it ends up being a positive thing for Upper Deck, a company I have identified with as long as I have been involved in the Hobby.