Big Money Is Chasing Sports Collectibles: Investing Opportunity or Market Top?
Sports memorabilia, already a solid alternative investment, stands to become a hotter investment ticket with the creation of a bound-to-be-popular marketplace, but could it overheat?


When approaching the sports collectibles market as a potential investment strategy, it is imperative to enter with eyes wide open and invest only what you can afford to lose. It can be risky, valuations can fluctuate substantially, and the timing of any purchase or sale will ultimately determine long-term success.
Sports memorabilia has been changing hands for more than a century, and recent events suggest that values may get a boost as a more efficient and liquid market for collectibles emerges. The latest evidence: Fanatics, the multibillion-dollar ecommerce platform focused on sports team merchandise, plans to launch a collectibles events business next year.
Fanatics Events seeks to create the Comic-Con equivalent for sports, which means current and former player appearances, panels and a vibrant marketplace. The company is capitalizing on the growing popularity of collectibles and will partner with entertainment giant Endeavor's IMG unit on the event series.

Sign up for Kiplinger’s Free E-Newsletters
Profit and prosper with the best of expert advice on investing, taxes, retirement, personal finance and more - straight to your e-mail.
Profit and prosper with the best of expert advice - straight to your e-mail.
Collectibles can be good alternative investments
Quality sports collectibles have long been a solid alternative investment, and the creation of an accessible, high-visibility marketplace is bound to spur further momentum. Any market that has heated up significantly, of course, runs the risk of overheating.
Have we reached that moment? Probably not.
Collectibles markets of all stripes — from cars to watches to NFTs — got a lift during the pandemic. People stuck at home took more of an interest in collecting, quickly shifting the hobby to a business opportunity. And big money always chases opportunity.
The market for sports collectibles has begun to show signs of increasing orderliness. We see a tiered list of players that includes legends, potential future legends and stars.
The top names, true legends of their sport, such as baseball Hall of Famers Babe Ruth and Mickey Mantle, are blue chips. Those players’ memorabilia, owing to their vintage and exclusivity, are likely going to rise in value over time.
Memorabilia of current sports stars with proven records, like NBA players LeBron James or Steph Curry, fall a level below that of Ruth and Mantle. These players’ careers are in full bloom, and prices have been pushed up high as a result. Because of the long-term nature of their performances, however, their legacies are assured, and they almost certainly will become blue chips one day.
Upside potential but with some risks
Items associated with star players who are not among the top echelon for extended periods of time have upside potential but may be a riskier bet — like smaller technology stocks. This is because some may emerge as the best to play the game, while most will fade too quickly to be considered true legends.
Older cards carry a scarcity value — only so many were printed at the time. It’s harder to predict what may happen with newer players. Popular outfielder Aaron Judge, for example, has a good, yet short, record, and he plays for the Yankees in New York, a media hotspot. The question is, can he maintain his fame and extend his performance record? Products tied to him have upward price momentum now, but the trajectory for the future is less understood.
The sports memorabilia market has a different dimension, too. Unlike stocks, collectibles have an abstract value driven by a passionate base — much like fine art.
As Fanatics develops its events business, opportunistic buyers may enter the market, unsure of how to value collectibles. Witness the collapse of the market for NFTs, which had been wildly overvalued.
A step forward, thanks to events like these
Fanatics Events is likely to have a big impact on the market, as a bigger marketplace offers potentially higher transaction volumes and more transparency. One significant risk of the market has been liquidity, and while these events alone won’t obviate that, they inevitably mark a step forward.
Sports collectibles can be an excellent component of an asset portfolio — but probably not a major one. A hobbyist who enjoys the pastime of collecting and sees value in owning sports memorabilia might want about 10% of their portfolio in collectibles. That’s a reasonable risk to take.
It’s also wise to keep a collectibles portfolio that’s weighted toward blue-chip stars. Full disclosure: I own a pair of Muhammad Ali fight-worn trunks. I have a passion for boxing, and I think it’s a very good bet that his status as an American icon will continue to drive their value.
related content
- Estate Planning for Memorabilia Collectors: Don’t Leave Your Family in the Lurch
- Collectible Vintage Photos Emerge as Investable Asset Class
- How to Help Your Kids Profit From Their Collectibles
- What Assets Should You Put (or Not Put) in Your Trust?
- Pros and Cons of Adding Alternative Investments to Diversify Your IRA
Profit and prosper with the best of Kiplinger's advice on investing, taxes, retirement, personal finance and much more. Delivered daily. Enter your email in the box and click Sign Me Up.

Tom Ruggie, ChFC®, CFP®, founded Destiny Family Office, a Destiny Wealth Partners firm, to help clients manage the increasing complexities inherent in their business and personal lives. He has identified three key areas where his firm can make a significant difference: presenting a compelling sphere of investments, including alternative, direct and co-investment opportunities; creating a special emphasis on high-end collectors whose collections signify significant alternative investments; and strengthening the firm’s private trust capabilities. Ruggie has become one of the most respected financial advisers in the industry, receiving national recognition and rankings including: 7x Forbes Best-in-State Wealth Advisors (including 2024; #1 N Florida), InvestmentNews Awards RIA Team of the Year (2024), Forbes Top 250 RIA Firms (2023), Forbes Finance Council since 2016, 12x Barron’s Top 1200 Financial Advisors (including 2024), InvestmentNews Top 75 Fastest-Growing Fee-Only RIAs (2023), 12x Financial Advisor Magazine America’s Top RIAs (including 2024), 3x Family Wealth Report Awards Finalist (2024), USA Today Best Financial Advisory Firms (2023).
-
Stock Market Today: Stocks Slip Ahead of Big Earnings, Inflation Week
Perhaps uncertainty about tariffs, inflation, interest rates and economic growth can only be answered with earnings.
-
Ask the Editor — Tax Questions on "The One Big Beautiful Bill Act"
Ask the Editor In this week's Ask the Editor Q&A, we answer tax questions from readers on the new tax law.
-
I'm a Financial Planner: Here Are Some Long-Term Care Insurance Tips for Every Age
Strategies include adding riders to life insurance for younger individuals and considering hybrid or traditional long-term care policies for those in their mid-50s and 60s.
-
Engineering Reliable Retirement Income in 2025: An Expert Guide
For dependable income, consider using a bucket strategy and annuities in tandem to promote structure, flexibility and peace of mind.
-
Crazy Markets Shouldn't Derail Your Retirement if You Follow This Financial Pro's Plan
Being nervous about retiring in a volatile market is a red flag that you're relying too heavily on your investment portfolio, rather than a comprehensive plan.
-
Key to Financial Peace of Mind: Think 'What's Next?' Rather Than 'What If?'
Even if you've hit your magic number for retirement, it's hard to stop worrying about money. Giving it a clear purpose is one way to reduce financial anxiety.
-
Three Estate Planning Documents a Business Owner Can't Afford to Skip
A business owner's estate plan should protect the company and its employees as well as the entrepreneur's heirs. These three documents are critical.
-
Opportunity Zones: An Expert Guide to the Changes in the One Big Beautiful Bill
The law makes opportunity zones permanent, creates enhanced tax benefits for rural investments and opens up new strategies for investors to combine community development with significant tax advantages.
-
Five Ways Retirees Can Keep Perspective Through Market Jitters
Market volatility is a recurring event with historical precedents (the dot-com bubble, global financial crisis and pandemic), each followed by recovery. Here's how people who are near or in retirement can navigate economic uncertainty.
-
I'm a Financial Strategist: This Is the Investment Trap That Keeps Smart Investors on the Sidelines
Forget FOMO. FOGI — Fear of Getting In — is the feeling you need to learn how to manage so you don't miss out on future investment gains.