The NBA spent all summer waiting on LeBron James’ free agency decision, and the scoop went to a trading card company.
News of James’ two-year agreement with the 76ers was printed on cardboard and posted by the Topps social media team in conjunction with James in a collaborative Instagram post before any reporter or even the league could get their hands on the information.
ESPN’s Shams Charania was beaten to the punch when James’ free agency decision was released on social media, first posted by Topps trading cards at 11:30 a.m. ET and in tandem with James’ X account post where he gave a sentimental message to his fans.
Topps had this announcement nearly a full minute ahead of Charania, who posted on X that James was taking his talents to Broad Street.
Multiple league sources confirm that the NBA was blindsided by this type of announcement, as Topps posted what appeared to be an already-autographed one-of-one trading card — perhaps signaling that this was in the works for some time.
The card itself that appears on the Instagram post is a real one that exists, but it is not yet autographed, sources with knowledge of the situation told The Post.
The source added that the image has been digitally modified to show what his autograph will look like on the card, and the actual signature on the card will be done in the coming days.
The NBA did not respond to noti.group’s request for comment, and no league entities had posted anything on social media regarding James agreeing to sign with the 76ers for a league minimum contract with a player option for a second year.
NBA social media handles, as well as the 76ers’ accounts, have been radio silent, despite the bombshell news that has spread like wildfire.
James spent last weekend at the Jacob Javits Center for Fanatics Fest, an event that is put on by the Michael Rubin-owned company Fanatics.
Haliburton at Fanatics Fest hosted by Michael Rubin. gram @runamileaminute
Fanatics purchased Topps trading cards in 2022 for $500 million.
While at Fanatics Fest, James dropped a hint that he could be joining the 76ers, telling fans during a live recording of his “Mind The Game” podcast that he wants a team that will “trust the process,” a famous slogan of the 76ers.
Rubin and James recently crossed paths at Rubin’s private luncheon at the 40/40 club in New York City, Page Six reported last week — perhaps leading to this planned announcement between James and Topps.
[Notigroup Newsroom in collaboration with other media outlets, with information from the following sources]
