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Upper Deck launches memorabilia, trading card deal with Michael Jordan’s NASCAR team
Upper Deck has launched a new licensing agreement with Michael Jordan’s NASCAR Cup Series team, 23XI Racing, to produce memorabilia and trading cards of NASCAR stars Tyler Reddick and Bubba Wallace.
Jordan, who has an exclusive memorabilia and autograph deal with Upper Deck, owns 23XI Racing along with NASCAR star Denny Hamlin, who drives for Joe Gibbs Racing but is also co-owner of 23XI. Reddick currently leads the NASCAR Cup standings with one race remaining before the playoffs, while Wallace is currently on the bubble just outside the top 16 playoff teams.
The Upper Deck deal begins this weekend with the trading card company sponsoring Reddick’s No. 45 Toyota in the Sept. 1 Southern 500 at Darlington (S.C.) Raceway. The paint scheme features Jordan alongside Tiger Woods and Wayne Gretzky, who also have memorabilia deals with Upper Deck.
NASCAR fans can download a free promotional digital trading card featuring Reddick’s Upper Deck car today on e-Pack.
“This collection is monumental for Upper Deck as it reintroduces racing into our diverse lineup of premium authenticated memorabilia,” Upper Deck President Jason Masherah said. “Just as 23XI burst onto the NASCAR scene with speed and determination, we're bringing racing to our portfolio with the same energy. We're thrilled to celebrate iconic moments from this fan-centric sport.”
Wallace, 23XI’s first driver and one of the most recognizable names in NASCAR, and Reddick, a two-time winner this season and two-time Xfinity Series champion, are the first racing additions to Upper Deck’s roster in over 20 years. Among the memorabilia collection, fans will be able to purchase race-worn driver suits, autographed artwork, and more.
“This agreement is great for our team and our fans,” said Steve Lauletta, president of 23XI Racing. “By entering the exciting world of collectibles, our supporters now have another unique opportunity to celebrate and commemorate 23XI's successes. Through this collaboration, we’re able to seamlessly integrate two fandoms into one remarkable experience to be cherished.”
Upper Deck’s 23XI Racing memorabilia collection will be available later through the Upper Deck Store and Upper Deck Certified Diamond Dealer hobby shops.
