006. The Collectibles Economy
How cards, memorabilia, and digital assets are rewriting the playbook for fandom, investment, and engagement in a $271 billion market
The Story
One my favorite moments growing up was a ritual I had with my dad and my brother -- almost every weekend we'd visit one of the local trading card stores in Columbus or stop at Media Play and buy about 12-15 packs of cards (if not a full box set) so we each left out of the store with 3-5 packs each. While my dad was driving back to his place my brother and I would rip open our packs and start to say if we got anything special by way of inserts, autographs, rookies, or jersey cards. When we got back to my dad's place we'd pick our best five cards, build our dream teams, and then go head-to-head comparing stats and debating who had the best starting five. It was never (read: always) just about who won; it was about connecting and competing with each other, and a little bit of mystery wrapped up in every pack.
That nostalgia is exploding again, now on a worldwide stage. Just recently, a 1-of-1 signed Michael Jordan–Kobe Bryant card sold for a record $12.9 million, making headlines and reminding collectors how powerful rare collectibles can be. Fanatics is leading the charge ahead with their acquisition of The Topps Company and Bowman, along with recently launching Fanatics Real Vintage featuring thousands of one-of-a-kind sportswear collectibles across the NBA, NFL, Majestic, Russell Athletic, Salem Sportswear. rapidly through Australia and New Zealand - it's fastest-growing market outside of the US with investment planned to support partners at major international events including the NBA x NBL Melbourne Series and the 2027 Rugby World Cup.
On the college side, innovation is rewriting history. At Colorado, Deion Sanders' program is handing recruits one-of-a-kind trading cards in offer packets, a splashy way to start athletes on a personal branding journey. Industry leaders like Topps, Panini, Fanatics, and NBA Top Shot are pushing technology and expanding platforms to connect fans and athletes in fresh, dynamic ways - blending physical and digital worlds into a new era of collecting.
Quick Context
Digital Collectibles: Top sports tech companies leverage blockchain technology to create verifiable, scarce digital trading cards and memorabilia. These allow fans to own authenticated digital assets that complement physical collectibles with proof of ownership and rarity.
Authentication: Advanced technologies—including blockchain verification, NFCs, QR codes, and third-party grading—are used to verify collectible authenticity, build trust, and protect buyers from fraud.
Grading: This process assesses collectible condition and quality, with companies relying on expert reviews and technology to assign consistent grades that dramatically impact value and market pricing through companies like Beckett and PSA (Professional Sports Authenticator).
The Shift
The collectibles market is booming toward an estimated $271 billion by 2034, growing over 22% annually. Cards and memorabilia from shoebox rarities to digital-first collectibles headline auctions and fan marketplaces worldwide. The market is also broadening: from rookies to women athletes, from college programs to international sports, more voices and stories are shaping the future.
Fanatics is leading the wave of growth through acquisitions and strategic partnerships. The $500 million purchase of Topps in 2024 added a respected trading card brand to its family of companies. Acquiring PointsBet for $225 million securing entry into sports betting, integrating new tech and expanding market access that expanding the company's footprint beyond traditional collectibles into betting and gaming. Followed by their acquisition of Voggt, a market leader in Europe for the live selling of sports collectibles and trading card games with more than 500K members the .
Collectibles partners of Fanatics covers Marvel, Premier League, Pixar, Athletes Unlimited, UFC, UEFA, and 200+ others.
The Gap
Similar to other manufactured goods, counterfeits and scams threaten trust, making authentication a top priority in the collectibles market. Key challenges include:
Access Inequality: Star athletes and marquee programs continue to dominate the spotlight and earnings, limiting opportunities and visibility for smaller schools and women’s sports.
Emotional Connection: While digital collectibles open new possibilities, many collectors worry about losing the emotional experience of physically holding a card, opening a pack, or having the memorabilia on display.
Economic Uncertainty: Collectibles are discretionary purchases, vulnerable to market swings and hype cycles.
Fan Adoption Gap: The rapid pace of digital innovation sometimes outpaces fan adoption, creates friction between traditional collectors and those embracing NFTs and blockchain-based assets.
The Move
The sports collectibles market today requires a blend of innovation with inclusion, authenticity and engagement. The leaders who will excel are those who commit to bringing fans and athletes together on platforms they trust, while pushing the digital frontier without losing the essence of physical collecting.
Sports Executives: Embed collectibles at the heart of fan engagement and athlete branding strategies. Partner with leading tech brands to stay ahead of rapid innovation.
University & Innovation Leaders: Build inclusive memorabilia programs with tech-driven authentication and fan experiences, giving all athletes a stake and voice.
Founders and Ecosystem Builders: Design multi-channel collectibles that excite users with seamless interaction, blending physical and digital, and always prioritizing trust and community they desire.
If you’re a leader looking to better engage fans and develop a clear, strategic approach amidst an evolving landscape, you don’t have to navigate it alone. HTX combines deep expertise in tech, market trends, and fan engagement to help organizations like yours unlock meaningful connections and sustainable growth.
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