Culture & Collectibles

In this chapter, we will dive into the increasing spotlight sports trading cards and collectibles have garnered from mainstream media and analyze how this attention is shaping the broader landscape of sports culture. We will examine how trading cards and collectibles have evolved into a cultural phenomenon embraced by both seasoned enthusiasts and newcomers alike.

The coverage by major media outlets has elevated the hobby’s status, contributing to its growing appeal and accessibility. Additionally, we will explore how trading cards are influencing fan engagement, fostering deeper connections to players and teams, and even altering the way sports are celebrated and remembered across generations. Through this lens, we will highlight the cultural significance of trading cards and their expanding role in the world of sports.

Why have sports trading cards garnered mainstream media attention in recent years?

One reason for the resurgence of interest in trading cards is their growing recognition as legitimate alternative investment assets. Cards of iconic athletes and rare editions have demonstrated significant value appreciation, attracting investors who see them as both collectibles and financial opportunities. This shift has drawn the attention of top athletes, who are entering the hobby not only as collectors but also as major investors in trading card-related companies, further cementing the cards’ reputation as an asset class.

Additionally, celebrities and social media influencers are diving into the hobby, showcasing their personal collections on platforms like Instagram, TikTok, and YouTube, thereby influencing their fans to explore collecting.

The heightened interest in trading cards has also sparked increased media coverage, with sports card news frequently featured on major outlets such as CBS, CNBC, CTV, ESPN, theScore, Forbes, and even entertainment-focused platforms like TMZ. This mainstream exposure has significantly elevated the profile of the hobby, making it more accessible and appealing to a broader audience.

“With digital media, you have time to tell those stories now,” said James Cybulski, collector, broadcaster and the voice of EA’s NHL video game. “I don’t know if you had the time in more traditional broadcasts or in the papers, it might make a little footnote. Now it’s kind of a story. You’re not restricted to time (or space) with digital media. Look at the rise of podcasts, podcasts are as long as you want them to be.”

In response to the rising popularity of sports memorabilia and collectibles, major sports media outlets like Sports Illustrated and Yahoo Sports have created dedicated sections to collecting on their websites. These areas are designed to engage collectors by offering in-depth information, along with expert commentary, industry trends, interviews, and advice for starting or growing a collection.

Breaking the boxes

Another phenomenon fueling the hobby’s growth is live box breaks. In essence, a box break involves individuals or companies opening packs of cards from a sealed box live on a video stream, typically on platforms such as Whatnot, Fanatics Live, TikTok Live, YouTube, Twitch, Instagram Live and others.

Participants can buy into the break by purchasing a pack, a numbered slot, or a specific team, depending on the format. Once the packs are opened, live on camera, cards are allocated based on the agreed-upon rules and then shipped to the respective collectors. This allows participants to access high-end products and rare cards without the financial commitment of purchasing an entire box. Box breakers have become influential figures in the digital collecting age, serving as modern-day shop owners and educators for a global audience.

Let’s let the good people at Topps explain the basics of breaking…

Celebrity box breaks have added excitement and increased visibility to the hobby, reaching wider audiences. For example a few years ago, Goldin Auctions, a leading auction house, collaborated with popular YouTuber Logan Paul to open a box of First Edition Pokémon cards during a live event. Paul’s involvement brought additional spectacle, as he is well-known as a passionate card collector. He even made headlines in 2022 by wearing a $5 million Pokémon card at WrestleMania 38. Notably, Paul recently announced plans to auction the card.

Several high-profile celebrities have recently joined the world of collecting, including Mark Wahlberg, Rob Kardashian, and Emma Roberts. Their involvement highlights the growing appeal of this hobby across diverse circles, further showcasing its charm and universal appeal.

Overall, this blend of investment potential, celebrity engagement, and innovative live events has helped transform trading cards into a thriving global hobby, attracting collectors and investors from all walks of life.

Photo credit: IG/LoganPaul

Art imitating… cards?

The Tragically Hip’s song ‘Fifty-Mission Cap’ and the trading card that inspired it provide a fascinating example of how trading cards can shape cultural narratives. The song recounts the story of Bill Barilko, a Toronto Maple Leafs player who clinched the Stanley Cup in 1951 before tragically disappearing on a fishing trip. It intertwines this tale with the imagery of a ‘fifty-mission cap,’ a worn military cap symbolizing experience and resilience. Barilko’s story is featured on the back of the 1991-92 Pro Set Hockey card #340.

You can explore the full details in this CBC article.

Bill Barilko disappeared that summer
He was on a fishing trip
The last goal he ever scored
Won the Leafs the cup
They didn’t win another till nineteen sixty two
The year he was discovered
I stole this from a hockey card
I keeped tucked up under
My fifty-mission cap

DJ, Producer, Card Collector: Steve Aoki

Steve Aoki, the globally acclaimed DJ and producer, has made a significant impact on the card-collecting community. During the pandemic, he began live-streaming his box breaks, creating a strong connection with a new audience and demonstrating his deep passion for the hobby. Beyond his enthusiasm as a collector of both sports and Marvel cards, Aoki has emerged as an innovator in the collectibles space.

He introduced exclusive offerings, including mystery boxes filled with rare cards, memorabilia, and unique opportunities such as meet-and-greets and concert tickets. By harnessing his celebrity influence and genuine love for the hobby, Aoki has infused fresh energy into the card-collecting scene, inspiring and engaging a new generation of enthusiasts.

Aoki’s ventures also blend his passion for music and collectibles. He co-founded Audio Media Grading (AMG), the first platform dedicated to grading and authenticating physical music assets like vinyl records, CDs, and cassette tapes. Partnering with Collector Archive Services (CAS), AMG assigns a numerical score (1-10) to items based on their condition, similar to trading card grading. This initiative aims to establish a standardized system for music collectors and audiophiles.

Additionally, Aoki co-founded Cards and Coffee, a retail shop on Hollywood Boulevard, in Los Angeles, CA specializing in sports collectibles, Pokémon cards, and modern art. The shop aims to revive the art of card collecting and introduce the hobby to new audiences. With an upscale display room and live card-breaking sessions, it provides an engaging experience for collectors.

These ventures showcase Aoki’s innovative approach to merging his love for music, collectibles, and community-building.

Here is a conversation between Steve Aoki and Darren Rovell (previously of the Action Network) about his new-found love for cards and sports collectibles.

Photo credit: SteveAoki.com

Dr. Dean Barnes

Dr. Dean Barnes, superintendent of the Halton District School Board in Ontario, is a lifelong hockey enthusiast and former University of Waterloo hockey player, who has made a remarkable contribution to hockey history and representation through his distinctive card collection. Growing up in Burlington, ON, Barnes developed a passion for collecting hockey cards as a child, fuelled by his love for the sport. As a young player, he rarely saw athletes that looked like him on the ice — a reality that shifted in 1982 when he first encountered Tony McKegney, a Black NHL player, leaving a lasting impact on him.

During the pandemic, Barnes rediscovered his enthusiasm for collecting and began a mission to spotlight the contributions of Black players in the NHL. He assembled a collection of rookie cards representing nearly 100 Black and biracial players who have participated in at least one NHL game. Among these are cards of pioneers such as Willie O’Ree, the NHL’s first Black player, and Hall of Famers like Grant Fuhr and Jarome Iginla. His collection also honors lesser-known figures such as Val James, the first African-American born NHL player, and Alton White, the sole Black player in the now-defunct World Hockey Association. This collection not only celebrates the accomplishments of these players but also advocates for greater visibility and inclusion in the sport.

Barnes has showcased his collection across North America through initiatives like the NHL Black Hockey History Tour and the United by Hockey museum. He also hosts the podcast “My Hockey Hero,” where he shares inspiring stories of Black NHL players and champions diversity within the sport. Through these efforts, Barnes has become a leading advocate for amplifying the voices and achievements of Black hockey players, ensuring their legacy is preserved and celebrated in the wider narrative of hockey.

Learn more about Dean and his collection in this NHL.com feature.

Photo credit: Dean Barnes

True Crime Cards

The 1990-91 Hoops basketball card #205 featuring Mark Jackson on the New York Knicks unexpectedly gained fame due to a haunting detail in its background: the Menendez brothers.

Lyle and Erik Menendez, notorious for the 1989 murder of their parents, can be seen seated courtside at Madison Square Garden in New York City. This snapshot was taken during the brief window between their crime and their arrest, a period marked by their extravagant lifestyle.

Once overlooked, the card has become an eerie collector’s item, with its value increasing due to its unsettling historical connection. Despite the surge in interest, it remains far from rare, as it was part of a mass-produced set. Since its discovery, ungraded copies have risen in value from $0.05 to $5–$10, while Gem Mint copies now sell for $150–$200.

In late 2024, a related card was discovered: the 1999 Upper Deck Michael Jordan Rare Air #89 card, which also depicts the Menendez brothers seated in the front row at Madison Square Garden. The value of this card has climbed from $4–$5 for an ungraded copy to $500–$600 for Gem Mint graded copies.

Skenes MLB Debut Patch Auto

The Paul Skenes 2024 Topps MLB Debut Patch Autograph card is a truly unique piece from the 2024 Topps Chrome Update set. Showcasing the “MLB Debut” patch from the jersey Skenes wore during his major league debut on May 11, 2024, the card graded a perfect PSA 10 for both the card and the autograph. The card was pulled from a pack by an 11-year-old boy from California, and attracted widespread attention from collectors and media alike, breaking records during auction bidding at Fanatics Collect and fetching bids for a final price of $1.11M. Its rarity, eye-catching design, and strong connection to Skenes’ stellar rookie season — where he earned the NL Rookie of the Year — have some hobbyists calling this card “a modern baseball card masterpiece.”

Adding to Skenes’ rising fame, he is in a widely celebrated relationship with Olivia Dunne, a fellow LSU alum, accomplished gymnast, and social media powerhouse. Known for her advocacy for women’s sports and her enormous online audience, Dunne has been a steadfast supporter during Skenes’ ascent in professional baseball, further enhancing his public image and appeal.

Photo credit: Fanatics Collect