Sports Cards Make a Comeback
It seems sports cards are experiencing a revival. Just ten years ago, the industry struggled, but things have changed dramatically. Much of this resurgence can be attributed to Fanatics’ $500 million acquisition of Topps in 2022. The company is eager to create lasting memories for children collecting cards of their favorite athletes.
On Saturday, Fanatics CEO Michael Rubin visited five stores alongside Jets running back Breece Hall and Giants quarterback Jackson Dart to promote the hobby and encourage fans to visit their local shops.
Rubin’s day kicked off at Grand Slam Collectables in North Babylon, then headed to A&S Sports Cards in Westbury, continued to Long Island Sports Cards in Albertsons, made a stop at Major Sports Cards in Mineola, and wrapped up at Dave & Adams Card World in Manhattan.
“Collectors come in all shapes and sizes, but nostalgia drives the most passionate ones,” Rubin shared with parents while kids eagerly opened pricey packs of sports cards they had received for free.
When he arrived at Long Island Sports Cards, Rubin was met with enthusiasm, especially as Hall was present, though he noted that Hall hasn’t garnered as much attention lately leading up to free agency.
Hall expressed appreciation for the support from fans, especially given his uncertain career path. “I just want to be part of a championship team and find myself in the right situation, wherever that may be,” he said.
Meanwhile, a long line waited to meet Dart at Dave and Adam’s Card Store.
As he stepped in, Dart lifted his hood, and the crowd’s energy surged—kind of reminiscent of Anakin Skywalker’s reveal in “Revenge of the Sith.” He signed autographs, tossed out cards, and mentioned his hopes for his future cards. “I’d like to see an X next to the Super Bowl champion label in 20 years,” he remarked.
Reflecting on the fans’ enthusiasm, Dart said, “Walking in felt electrifying. I genuinely appreciate everyone being here; it was such a blast.”
Rubin arrived at each location with a suitcase full of valuable trading cards, happily distributing them to kids who asked questions. Christian Ross, a 15-year-old from Manorville sporting a red Buffalo Bills sweatshirt, took the opportunity to inquire about his interests.
His reward? An unopened box of “Cactus Jack” cards, which, interestingly, is being resold for $1,500 on eBay.
After visiting Grand Slam Collectables, a shop owner in Westbury reached out to inform Rubin that a 15-year-old had just pulled Cooper Flagg’s rookie card from a box, which is now valued at $7,500 on eBay. It’s a memorable experience for Ross, albeit it highlights the potential hurdles for young fans pursuing the hobby long term.
The top-tier cards fetch prices well into the five figures, while the more affordable ones are priced between $20 and $40.
Rubin explained, “There are multiple reasons for the rising prices. With our innovations, products have become significantly more engaging, seeing launches like debut patches and gold logo items. Plus, there are simply more people getting into this than there were five years ago. Collectors are driven by nostalgia, and we want to put cards into the hands of fans.
“Our product offerings range from $30 to $40 boxes available at Walmart and Target, all the way up to $25,000 options and everything in between,” he noted.
The marketing plan was evident, with 800 stores worldwide participating in the event. Athletes are instrumental in building excitement among fans.
Rubin’s fresh approach contrasts sharply with prior methods that he described as “lazy and comfortable.”
“We’re focused on innovating the traditional aspects of this hobby to enhance the collector experience,” he said.
Fanatics is actively connecting with athletes and leagues to engage fans and maximize excitement.
But store owners have their own perspectives. Anthony Lipetri, owner of Grand Slam Collectables, noted that Fanatics has effectively streamlined the business by eliminating intermediary resellers that previously acquired accounts from Topps.
“Keeping kids excited about the hobby has become challenging,” Lipetri explained. If consumers buy a product at retail price of $79.99, it often gets marked up to $150, which is steep for many kids.
Since taking over the former GameStop store in North Babylon in 2020, he has seen at least 30% annual growth and manages three additional locations.
The world of sports card collecting has shifted considerably from a decade ago, and it appears that athlete involvement is key to its newfound popularity.
Fanatics’ contributions, particularly in creating unique sports cards and jerseys, might be crucial for maintaining fan loyalty whilst not inflating prices excessively.
As Rubin put it, “For sports fans, sports cards represent an art collection. The reality, however, is that there are far more sports fans than there are art collectors.”
