Inserts to Include Rare, Autographed 1986/87 Buy Backs Featuring Jordan, Olajuwon, Thomas; Contest Winner to Attend Jordan Flight School

CARLSBAD, Calif. (Jan. 18, 2007) -- Paul Pierce has averaged 23 points-a-game over his career. Kobe Bryant's birthday is Aug. 23. The number of double-doubles in Chris Paul's rookie year? Twenty-three.

This season, Upper Deck celebrates the original No. 23, Michael Jordan, and the 20th anniversary of his 1986/87 Fleer rookie card (editor's note: Upper Deck bought Fleer in 2005). And to honor Jordan, arguably the greatest athlete to ever wear that jersey number, the company is planning several unique promotional and product tie-ins.

The first is "The Hunt for 23," a contest in conjunction with next week's launch of its UD 2006/07 Basketball series. In it, kids will be asked to collect current players with an association to the number 23 -- be it an outstanding statistic, date of birth or other on-court connection -- and register those cards online at www.fleerkids.com.

As the season goes on, more cards from all sets will become eligible for redemption. Points will be assigned to each, with monthly prizes awarded. The grand prize: an all-expenses-paid trip to the Jordan Flight School, an annual basketball skills camp for youngsters run by Jordan and the top college coaches in the country.

Upper Deck's second tie-back to the anniversary is the handful of unique Jordan-related inserts found in its latest basketball offering ($2.99 a pack; $69.95 a box). They include: autographed buy-back rookie cards from the 1986/87 season, featuring -- among others -- Jordan, Hakeem Olajuwon and Isiah Thomas; top-10 MJ moments; 2006/07 NBA rookies recreating famous Jordan dunks, and; athletes from all sports in vintage Jordan jerseys, telling fans what His Airness means to them.

"Michael has been a big part of Upper Deck's success for nearly two decades," said basketball product marketing manager Chris Hunt, noting that Jordan also sits on the company's board of directors. "With this launch, we're excited to again work with him and his team, creating never-before-seen products and promotions that give a new generation of fans an insight as to his worldwide impact -- not just on basketball -- but all of sports."

Hunt went on to mention that this offering marks the first time an autographed Jordan card has ever been made available by the company.

More on 2006/07 UD Basketball
With Upper Deck's 2006/07 UD Basketball 200-card base set, trading card enthusiasts will be able collect all four of the LeBrons from the popular Nike TV spots -- Wise, Kid, Athlete and Business -- in a special insert set, as well commercial-worn LeBron James memorabilia (dual numbered to 50; quad numbered to 10).

They will also be able to pull autographed Signature Sensations (numbered to 25) and Signature Sensation Duals (numbered to 25). UD Game Jersey cards of current NBA stars, former legends fall at one per box, on average.

Other averages: Star Rookies (one in every four packs), Hot Packs, with eight insert cards in the same pack (one per box). Every box comes with a "The LeBrons" MVP watch.

In addition to 2006/07 UD Basketball, the company will offer up a half-dozen additional sets this fall: Upper Deck Hardcourt Basketball; Upper Deck Rookie Debut Basketball; Upper Deck SP Game Used; Upper Deck Ovation Basketball; Upper Deck Reflections Basketball, and; Upper Deck Sweet Shot Basketball.

Upper Deck SPX Basketball will be available this January.

About the Upper Deck Company
Founded in 1988, The Upper Deck Co. is a premier global sports and entertainment-publishing company that delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts.

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