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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

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Jan.13

3:13 PM ET

Tuesday, 13 Jan 2009

First Dog Already Upstages Obama

Posted By:Darren Rovell

Sectors:Retail | Media | Personal and Household Goods

Companies:Topps Company Inc | eBay Inc

I just got two boxes of the Barack Obama Topps [TOPP Loading... () ] set.

It's 90 cards, plus 18 stickers.
Photo By: Jonathan K. Li for CNBC.com

No offense to our new leader, but the most coveted card in the set isn't of Obama. It's of his pooch.

Source: TOPPS
I know, you're confused because the Obamas haven't picked whether they're going to get a Portuguese Water Hound or a Labradoodle. But the folks at Topps have been able to pick up on the buzz by putting in a "first dog" redemption card, which entitles the lucky holder of the card to send it in and get a card of the to-be-determined White House pup.

Now here's the scoop on the pooch.

We opened 25 packs and were able to get the entire set. But we didn't get the dog card. A call to the guys at Topps revealed that the odds of getting this card is 1 in 384 packs and that one recently sold on eBay [EBAY Loading... () ]for $45. I never thought I'd say this, but I have a feeling that there's going to be trades for the dog to be named later.