Upper Deck will become the exclusive producer of trading cards for more than 200 American universities after signing a multi-year deal with the Collegiate Licensing Company (CLC).

The CLC is a division of global sports and entertainment company IMG. Founded in 1981, CLC is the oldest and largest collegiate licensing agency in the U.S. and currently represents nearly 200 colleges, universities, bowl games, athletic conferences, The Heisman Trophy and the NCAA.

The new deal goes into effect on 1st April next year. Collegiate trading cards featuring former student-athletes in their college uniforms will now become an increased focus for Upper Deck.

"We believe that there are many opportunities in the collegiate trading card category that have not been fully realized, and Upper Deck shares our vision for expansion," said David Kirkpatrick, CLC's vice president of non-apparel marketing. "We are confident that fans will embrace this strategy, which will place a renewed focus on collegiate accomplishments in addition to a student-athlete's post-collegiate potential."

Upper Deck intends to expand its collegiate license beyond football and basketball to include sports such as hockey, baseball, lacrosse, swimming, and women's basketball. Additionally, its sales distribution will extend into new collegiate markets such as bookstores and concession stands.

"Many of the best athletes in the world were leaders in college sports, and fans of those colleges passionately support their former players," said Richard P. McWilliam, Upper Deck's founder and chief executive. "Upper Deck shares that commitment to the college market, and we plan to put the marketing resources in place to support both our trading card program and the college sports market overall." McWilliam continued, "This move strengthens Upper Deck's already firm position as the industry leader in delivering the most sought-after rookie cards in the market."

The value of the deal, based on profit-sharing, is impossible to calculate due to the unpredictability of the market. The contract is nevertheless enormously lucrative.