Upper Deck was founded in 1988 by entrepreneur Richard McWilliam. At the time, the baseball card industry was dominated by Topps and Donruss. McWilliam felt there was room to disrupt the market with a new brand focused on higher quality products. Upper Deck released their first baseball cards in 1989 featuring Ken Griffey Jr. on the cover. The cards were of nicer stock and produced using superior photography compared to the competition. This helped Upper Deck gain popularity and market share quickly.
Throughout the 1990s, Upper Deck was one of the big three baseball card manufacturers along with Topps and Fleer. They signed licensing deals with MLB, MLBPA, and the individual teams to produce official baseball cards. Some of their popular releases from this decade included Upper Deck Baseball, Stadium Club, and Ultra. Stadium Club became known for its glossy stock and beautiful photography. Ultra had elaborate inserts and parallels to excite collectors. During the baseball card boom of the early 90s, Upper Deck’s businesses prospered as people of all ages participated in the hobby.
The baseball card market crashed in the mid-1990s due to overproduction. Too many cards were released, which decreased values. Also, the internet was becoming more widely used, which led collectors to seek vintage cards instead of new products. This downturn significantly hurt Upper Deck and Fleer, as Topps had more financing to weather the storm. Fleer even filed for bankruptcy in 1991. Upper Deck survived but scaled back set releases and employee numbers in the late 1990s.
Into the 2000s, Upper Deck remained in the baseball card industry but took on smaller roles. They maintained their MLB license but no longer had the resources or market share of the 1990s heyday. Some popular releases included Ultimate Collection, which had high-end memorabilia cards. From 2005-2007, Upper Deck also produced MLB player lot licenses, allowing individual player contracts. These licenses expired and were not renewed long-term. Throughout the 2000s, Upper Deck focused more on hockey, basketball, and other sports versus baseball cards.
Today, Upper Deck still holds the MLBPA player license, which allows them to use active ballplayer names and images. However, Topps has the exclusive MLB tobacco card license through 2030. Within these parameters, Upper Deck produces modern baseball sets like Goodwin Champions on an annual basis featuring current stars. They have also released retro-style products like Ultimate Collection: Hall of Fame that revisits the 1990s design aesthetics. Additionally, Upper Deck authenticates and grades vintage/historic baseball cards through their Sports Authentication and Grading Services division.
While no longer one of the primary producers due to Topps’ MLB license, Upper Deck remains involved in the baseball card industry over 30 years after their founding. They have adapted their business model to focus more on set authentication, grading, and specialty nostalgic releases instead of mainstream annuals. Upper Deck’s high-quality beginnings also secured their place in the hobby’s history books. As long as there is collector interest in the sport, Upper Deck will likely find ways to participate creatively in the baseball card market for years to come.
