So you didn’t find any new baseball cards featuring Barry Bonds in 2004? That’s because the slugger opted out of the MLB Players Association’s licensing pact following the 2003 season and in doing so Bonds’ image couldn’t be used on any merchandise without his consent. It also meant Bonds didn’t receive any money from the deal, but it’s doubtful he was too worried about it.
In the long run, Bonds stood to profit more from controlling the use of his image. Now just 52 home runs away from Hank Aaron’s all-time record, a record he should eclipse in the next year or two in a race that should be bigger than Cal Ripken’s pursuit of Lou Gehrig’s consecutive games streak and Mark McGwire and Sammy Sosa’s single-season home run chase. From a marketing standpoint, Bonds will be cashing in huge and keeping all the money for himself.
That is if he can shake the steroid scandal he currently finds himself in the middle of.
After a season-long lack of Bonds cards, he will return to the glossy cardboard, at least with one company. Topps signed a deal with the Giants outfielder that gives them exclusive rights to autographed and game-used cards as well as packaging rights. Bonds will be prominent in all of the Brooklyn-based company’s 2005 releases. They will also be releasing the ‘missing’ 2004 Topps Bonds card through a hobby store promotion.
