Larry David is reprising his best known acting role on Seinfeld, once again portraying the late former owner of the New York Yankees, George Steinbrenner.

David is playing Steinbrenner in a new commercial for Michael Rubins Fanatics, which is releasing a new baseball card set, Topps Bowman Draft 2024. The set includes a card that never was: A 1981 Bowman card featuring NFL hall of fame quarterback John Elway, who was drafted by the Yankees that year. He ended up choosing football over baseball (probably for the best, for him at least). The spot, called Its gotta be Elway!, sees David demanding that his executives draft Elway over baseball legend Tony Gwynn: The basketball player?! I dont think soits gotta be Elway! I want him out in right field with that cannon of an arm! David says as Steinbrenner.

It is also laden with references to Seinfeld, with the Yankees GM telling Davids Steinbrenner at one point that Gwynn projects to be even better than Keith Hernandez, the former New York Mets star who played a major role in a Seinfeld storyline.

I dont like that big mustache, Davids Steinbrenner replies of Hernandez. Theres also a reference to calzones, which calls back to an episode where George Costanza (Jason Alexander), then assistant to the traveling secretary of the Yankees, got Steinbrenner addicted to calzones from a nearby Italian restaurant.

The spot also features Stephen A. Smith and Elway playing themselves, with Smith asking the football legend about being drafted by the Yankees. The spot was co-produced by Peyton Mannings Omaha Productions.

Fanatics acquired Topps from Michael Eisner in 2022, and has been seeking to generate more pop culture buzz around the trading card brand, expanding beyond its base of sports collectors. It has previously created alternate history cards featuring Tom Brady, and has also been bulking up its non-sports business with a new trading card deal involving Disney.

Watch the spot below: