The power behind the sports memorabilia market

Drawn by nostalgia, investment potential, and the social aspect of collecting, Millennials and Gen Z are the fastest growing segments in the sports memorabilia market, focusing on trading cards, sneakers, and digital collectibles.¹ The global sports memorabilia sales were valued at $33.6 billion in 2024, with a projected annual compound growth rate of 22.1% over the next decade, and the sports trading card sector alone is estimated to grow from $14.9 billion in 2024 to $52.1 billion by 2034.²

Sports memorabilia can refer to any item connected to an athlete, team, or significant sports event that evokes memories of a particular sport, team, player, or era, including:

• Trading cards (baseball, basketball, soccer, and even rare Pokémon)
• Signed and unsigned jerseys and game used equipment
• Autographed balls, bats, and photos
• Game-worn sneakers and other sports shoes
   

WHO?

While Millennials and Gen Z are the fastest-growing segment of the sports memorabilia market, women and international buyers are also increasingly active, reflecting the global appeal of sports and collectibles.

72% of younger investors (aged 21-43) have less trust in traditional investments, leading them to invest in alternative assets like collectibles.³

The number of WNBA jersey sales increased by 170% from 2023 to 2024.⁴

The number of WNBA trading cards sold grew 650% between 2020 and 2024.⁴

WHAT?

When collectors buy sports memorabilia, they are typically doing so for a nostalgic and emotional connection. Or they seek to own a piece of sports history. But those aren’t the only reasons: high profile athletes and celebrities are promoting memorabilia through social media, which boosts their visibility and desirability among collectors. Sports memorabilia is increasingly viewed as more than a passion asset: it is attracting collectors who are interested in alternative investments with the potential to appreciate in value and hedge against inflation. The acceleration of online platforms at major auction houses and dedicated sales have provided greater buyer confidence and accessibility for new investors.

Babe Ruth’s “called shots” Yankees jersey⁵

• Sold at Heritage Auctions in 2024 for $24.12 million
• Set a new auction record for the most expensive sports collectible

Michael Jordan’s 1998 NBA Finals Jersey⁶

• Sold for $10.1 million at Sotheby’s in 2022
• Set record for a game-worn basketball jersey

Michael Jordon & Kobe Bryant 2007-08 Upper Deck Exquisite Collection Dual Logoman Autographed trading card⁷

• Sold for $12.932 million at Heritage Auctions in August 2025
• Surpassed the previous record held by 1952 Topps Mickey Mantle card, which sold for $12.6 million in August 2022

Caitlin Clark’s 2024 Rookie Royalty WNBA Flawless Logowoman 1/1 card⁸

• Sold for $660,000 at Fanatics Collect’s July 2025 Premier Auction
• Set a new record for the most expensive card of a female athlete sold at public auction

• Find reputable sellers. Look for a respected third-party service (PSA/DNA, Beckett, JSA) for grading and authentication.
• Keep documentation. Maintain an updated inventory list including photos, certificates, receipts, appraisals, and provenance.
• Store and display with care. Store items in a climate-controlled environment, using archival materials to prevent fading, warping, or mold. Avoid general storage facilities.
• Layer home security. Use a centrally monitored fire alarm system with heat and smoke detectors and a comprehensive centrally monitored burglar alarm with contacts on all accessible openings and motion/glass break sensors throughout the home. Consider a water leak-detection system, a high security, bolted and fireproof safe, or store valuables in a vetted, specialized facility with comprehensive security, fire detection, and environmental controls.
• Purchase specialized insurance. Standard homeowner’s insurance may not provide sufficient coverage. Look for Valuable Articles Coverage with all-risk, worldwide coverage with no deductible to protect your collection’s unique needs and value.

Driven by digital transformation, younger collectors, and record-breaking auction sales, the sports memorabilia market is experiencing unprecedented growth. As this market evolves, the need for proper authentication, storage, and insurance becomes even more necessary to protect and maximize the value of prized sports items.