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The sports trading card business is projected to reach $98.7 billion by 2027, according to Verified Market Research. In 2021, the sector has been especially active, with a 1914 Babe Ruth baseball card setting a record. Even Luka Doncic's rookie card set an auction record.
Entering the business of trading cards also aligns with Fanatics' plans to build its name in the NFT collectibles sector through Candy Digital. To secure the new deals, Fanatics provided equity to leagues and player unions that is guaranteed to bring at least $1 billion in revenue over the duration of the partnerships. Leagues do not have equity in their current deals with trading card companies.
Fanatics' plan for the physical trading card space is to expand it by opening the market to leverage it more via direct-to-consumer offerings, according to people familiar with the matter. For example, should collectors purchase a trading card, they'll be able to insure the asset, grade, store and even put them on a marketplace to sell or trade — all through Fanatics. The company would likely collect transaction fees, and leagues will also get valued data they crave.
Speculation on Wall Street suggests Fanatics will also attempt to buy one of the trading card companies. Panini is valued at $1.3 billion, according to PitchBook, and there are other firms, Upper Deck and Texas-based Leaf Trading Cards.
Acquiring the competition would resemble an acquisition Fanatics completed in 2017 when it purchased VF Corp's licensed sports group for roughly $225 million. That deal included the Majestic Athletic brand, and it came right after Fanatics took Majestic's MLB apparel rights.