"the simplest reason is Fanatics is promising MLB and MLBPA (and the NBA/NBAPA and NFL/NFLPA) more $$$ then they are making in the current contract with Topps. Nothing more, nothing less"
That's most of it, but there's also the fact that MLB owns a slice of Fanatics (a minority slice, it's true, but they own part of it). To some extent, they were selling the license to themselves.
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