The history of baseball has been full of famous duos: Babe Ruth and Lou Gehrig, Roberto Clemente and Willie Stargell, or Juan Soto and Aaron Judge. However, the sport will have to make room for a new unconventional partnership between the auction house Sotheby’s and sportswear and memorabilia manufacturer Fanatics.

Fanatics and Sotheby's have entered into a partnership where the latter will be the premier destination for fans and collectors looking to purchase rare sports trading cards worth over US$100,000. 

This comes as the trading card landscape changes, with Fanatics unveiling a new platform to directly connect buyers and sellers of rare cards, as well as Sothbey’s drastic shifts to focus on more mainstream and retail sales of modern luxury goods, such as their partnership with the NBA and their game-worn jerseys.

A collection of 1974 heritage Los Angeles Dodgers baseball cards released by Topps Baseball Cards (owned by Fanatics) in 2023

This partnership enables Sotheby’s to expand its Sports and Modern Collectibles Department, founded in 2022. This move can be seen on the same level as Sotheby’s partnership with the NBA to directly sell to fans game-worn jerseys, as well as their partnership and acquisition of RM Auctions (now RM Sotheby’s) to sell cars and other automobile memorabilia.

This is a major evolution of Sotheby’s brand, marking a significant departure from what they've traditionally auctioned. Currently, they are the only major auction house to go in this direction of selling memorabilia and sports goods.

However, they are not the first major auction houses to try their hand at branching into memorabilia and collectibles. In 1993, Christie’s acquired Spink & Sons, an auction house that sold coins, medals, stamps, and other similar goods. Christie's sold off the brand in the early 2000s due to a lack of success.

Heritage Auction’s headquarters in Dallas, Texas

Sotheby’s movement into the collectibles space collides with more niche auction houses such as Heritage Auction, Grey Flannel, and Goldin. These auction houses have tailored their business around collectibles and memorabilia, so Sotheby’s entering this market could create new competition. This is alongside the unveiling of Fanatics Collect, which directly connects buyers and sellers of trading cards, bypassing the need for third-party auctions.

Sotheby’s wider business strategy with RM Sotheby’s and the Sports and Modern Collectables Department seems to be engaging with a younger audience more likely to purchase rare collectibles or luxury goods. Sotheby’s claims that the department is one of their fastest-growing. This change in direction may also be reflected in their decision to move towards retail sales at their new Hong Kong location. 

For Fanatics, this deal allows them to leverage the platform, and auction expertise and skills that Sotheby’s has built up to sell rare cards, with the goal being four auctions per year. It is also hoped that having Sotheby’s sell sports cards will elevate the prestige of card collecting from a mere hobby.

Leaf International⏐1948⏐#79⏐Jackie Robinson⏐Mint Condition 8⏐To be auctioned by Sotehby’s New York in September 2024

The first Sotheby’s-Fanatics auction is to take place in New York this coming September. The full catalog is yet to be unveiled, but it is seemingly being headlined by a 1948 Leaf #79 Jackie Robinson card. It is highly prized due to it being the only rookie card of the legendary baseball player. The card is being estimated at between US$250,000 - 350,000. 

If successful, this sale and partnership could pave the way for Sotheby’s to breach into a potentially lucrative Market. Research indicates that in 2022, the global sports trading cards market was valued at around US$9.69 billion and could reach US$20.48 billion by 2030.

Topps⏐1952⏐#311⏐Mickey Mantle, finest known example⏐Mint Condition 9.5⏐ Sold by Heritage Auctions Dallas, for around US$ 12.6 million, 2022

The potential growth of the trading card industry and Sotheby’s interest in it are not necessarily surprising to those following the niche. This decade alone has seen the sale of all of the top ten most expensive sports cards in history. The most expensive card is a Mickey Mantle card sold in 2022 for US$ 12.6 million. 

Additionally, it’s not just baseball where sports card sales are big. Basketball has also been seen as a major sport for sports card trading, with the third most expensive card purchase being a Stephen Curry autographed rookie card. It was bought by an investment fund, Alt Fund II, for US$5.9 million during a private sale in 2021. 

The record for the most expensive basketball card sold at auction belongs to a Lebron James-signed rookie card sold in 2021 for US$ 2.4 million. Finally, the record for the most expensive American Football card is a Tom Brady rookie card solid in 2021 for US$ 2.52 million. These highlight the rapid evolution from an archaic hobby of trading and collecting cards to big business this decade.

Upper Deck Company⏐2003-2004⏐#78⏐Lebron James Rookie Card, autographed exquisite collection⏐Mint Condition 9⏐Sold by Goldin Auctions New Jersey for around US$2.4 million, 2021

2000 Playoff Contenders⏐2000⏐#144⏐Tom Brady, autographed championship rookie Ticket⏐Mint Condition 8.5⏐Sold by Lelands Auctions New Jersey for around US$2.52 million, 2021