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The company also produces sports related items such as figurines and die-cast on top of having exclusive agreements to produce memorabilia (under the brand name Upper Deck Authenticated) with such sports superstars as; Michael Jordan, Derek Jeter, Tiger Woods, LeBron James, Kevin Garnett, Andrew Bynum, Albert Pujols, Grady Sizemore, Matt Kemp, James Loney, Sandy Koufax, and Ken Griffey Jr. Under the Upper Deck Entertainment name, the company also produced card games such as World of Warcraft.

On December 23, 1988, Upper Deck was granted a license by Major League Baseball to produce baseball cards, and just two months later, on February 23, 1989, delivered its first case of baseball cards to George Moore of Tulsa's Baseball Card Store in Tulsa, Oklahoma. Upper Deck sold out its baseball cards midway through this inaugural year, then pre-sold its entire 1990 baseball stock before the year began.

On March 20, 1990, The Upper Deck Company was granted licenses by the National Hockey League and National Hockey League Players Association to produce hockey cards. The company also obtained licenses from the National Football League and the National Basketball Association in 1990, making the Upper Deck Company the first trading card company in 10 years to be licensed by all four leagues. Upper Deck established itself so quickly that it rivaled Topps, which had been considered the standard, and other companies such as Fleer, Donruss and Score. By 1991, the company built a 250,000-square-foot (23,000 m2) plant of brown marble and black glass on a hilltop 30 miles (48 km) north of San Diego.

Upper Deck was also the first to insert swatches of game-used material into cards when it made jersey cards in 1997 UD Basketball. The insert set was called Game Jersey and a similar set followed in baseball the next year, where UD cut up game-used jerseys of Ken Griffey, Jr., Tony Gwynn and Rey Ordóñez.