Why Sports Trading Cards Are Hotter Than Ever
And how Fanatics and legends like Roberto Clemente are shaping the future of the industry
Whatsup Squad,
What do LeBron James, Babe Ruth, and Roberto Clemente have in common?
Last weekend, each icon had one of their trading cards sell at auction for over $1,000,000.
Since there were just six seven-figure card sales in all of 2024 and only nine in all of 2023, three in one night signals a thriving market.
What Makes A Card Valuable?
The first of three million-dollar sales was a 1955 Topps Roberto Clemente #164, graded PSA Mint 9, which sold for an astonishing $1,006,500.
What separates this million-dollar card from the rest?
Player Performance & Popularity: A player's performance, popularity, and career achievements heavily influence card values.
Scarcity: Limited editions, autographed, and low-numbered cards drive demand.
Condition: This professionally graded card boasted near-flawless centering and razor-sharp corners.
Rookie Cards: Rookie cards like this one are often the most sought-after because they represent a player’s first licensed card.
Serial Numbers: Cards with low or jersey-matching serial numbers add exclusivity.
A Legacy Beyond Baseball
When it comes to card value, player popularity cannot be overstated.
And the story of Roberto Clemente, which goes beyond the baseball diamond, is the perfect example.
Born in Carolina, Puerto Rico, Roberto Clemente embarked on a life full of achievements and glory, becoming the first Caribbean player inducted into the Baseball Hall of Fame.
Tragically, in December 1972, Clemente boarded a small plane en route from Puerto Rico to Nicaragua to assist with earthquake relief. The heavily loaded plane crashed just off the Puerto Rican coast, and Clemente’s body was never recovered.
A four-time batting title champ, 12-time Gold Glove Award winner, 15-time All-Star, and a two-time World Series champ, he was honored by the Puerto Rican government, which named two stadiums after him: El Coliseo Roberto Clemente and Estadio Clemente.
Clemente's legacy as both a Hall of Fame player and humanitarian only adds to the card’s allure, making it a must-have for high-end collectors.
Fanatics Leads the Billion-Dollar Market
The trading card market is undoubtedly driven by the popularity of athletes.
But there’s also one company driving the industry to new heights.
Fanatics, which already dominates the sports merchandise world through its deals with professional leagues and its sales of replica jerseys, entered the trading card space with a bang, signing stars such as LeBron James, Tom Brady, and Shohei Ohtani to exclusive deals.
It aims to entirely revamp the sports collectibles universe.
Fanatics Collectibles, their trading card unit, brought in about $1.6 billion in 2024.
To be clear, Fanatics’ collectibles business focuses solely on trading cards. A signed helmet or photo from a Fanatics-run store is actually a sale on the commerce side.
Headlined by the MLB deal, Fanatics was quick to secure rights deals with a number of major leagues and sports properties. A few more—WWE, Premier League, Disney IP, and the NBA—are set to launch later this year. It's scheduled to launch NFL in 2026.
After Fanatics signed NBA superstar LeBron James to an exclusive wide-ranging trading cards and collectibles deal, Fanatics signed MLB superstar Shohei Ohtani to an exclusive long-term global trading card deal.
The company recognizes the massive potential outside of the American market, and the Ohtani deal will focus on both U.S. and Japan-based products.
The Next Frontier
Track and field never had a moment with trading cards, but if there’s one athlete who could break the trend, it’s Usain Bolt.
Just last fall, the 8x Gold Medalist had his first-ever certified autograph cards released with Topps.
When Bolt secured his third consecutive Olympic gold medal in the 100m in Rio (his seventh overall), he had just four trading cards and two stickers—none of which had traditional North American releases
Outside of this newly released collection, very few official Bolt trading cards exist. As his legacy grows, a surge in demand could lead to a dramatic boost in their value.
For Caribbean sports fans and collectors, Usain Bolt’s trading card could be a diamond in the rough.
Final Thoughts
Nostalgia sells.
And while baseball and basketball cards have had their moments, Fanatics is poised to expand the industry into new sports and regions.
The wide world of sports cards has something for everyone. The question is: which athlete would you put your money behind?
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Until next time ✌🏾