man_in_shack

On insert an SD card:
UEVENT[1165736951.444379] add@/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
ACTION=add
DEVPATH=/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
SUBSYSTEM=tifm
SEQNUM=849
PHYSDEVBUS=tifm
TIFM_CARD_TYPE=SD

UDEV  [1165736951.444989] add@/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
UDEV_LOG=3
ACTION=add
DEVPATH=/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
SUBSYSTEM=tifm
SEQNUM=849
PHYSDEVBUS=tifm
TIFM_CARD_TYPE=SD
UDEVD_EVENT=1

On remove that same card:
UEVENT[1165737170.146256] remove@/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
ACTION=remove
DEVPATH=/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
SUBSYSTEM=tifm
SEQNUM=850
PHYSDEVBUS=tifm
TIFM_CARD_TYPE=SD

UDEV  [1165737170.146935] remove@/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
UDEV_LOG=3
ACTION=remove
DEVPATH=/devices/pci0000:00/0000:00:1e.0/0000:05:01.2/tifm_sd0:1
SUBSYSTEM=tifm
SEQNUM=850
PHYSDEVBUS=tifm
TIFM_CARD_TYPE=SD
UDEVD_EVENT=1

lspci extract:
05:01.2 Mass storage controller: Texas Instruments 5-in-1 Multimedia Card Reader (SD/MMC/MS/MS PRO/xD)
05:01.3 Generic system peripheral [0805]: Texas Instruments PCIxx12 SDA Standard Compliant SD Host Controller

Proposed udev rule:
SUBSYSTEM=="tifm", ENV{TIFM_CARD_TYPE}=="SD", NAME="tifm/sd"