It was the winter of 2000, the time India qualified for the 2000 Baleno World Cup, giving polo renewed momentum on the global stage. I stood at the polo club, wearing my first-ever leather boots, hoping to snag an autograph from my idol. I was just a kid then, jittery with excitement, waiting for the chance to meet my hero. With a quick stroke of his pen and a kind smile, he left an indelible mark—not just on the page, but on my lifelong love for the sport. Years later, I realized it wasn’t just my treasure.

Autographs, once personal mementos, have grown into a multibillion-dollar industry, reshaped by history, technology, and now the NIL era. Let’s dive into how a simple signature became the heart of sports fandom and the symbol of its evolving economy.

Before we dive into the cultural and monetary significance of autographs in sports today, let’s take a step back to appreciate their journey. From humble beginnings in the late 19th century, where baseball cards featuring autographs were cherished keepsakes, to today’s digital autographs backed by NFTs, the autograph industry has transformed dramatically over the decades. Here’s a quick timeline that charts its evolution:

• Emergence (Late 19th Century – Early 20th Century): Baseball pioneers like Honus Wagner and Babe Ruth made the idea of signed memorabilia a cherished tradition.
• Hobby Boom (1940s-1970s): Sports fandom grew, with fans clamoring for signed baseballs, jerseys, and programs. Legends like Mickey Mantle became household names, partly due to the keepsakes they left behind.
• Market Boom (1980s-1990s): The autograph industry became a lucrative market. Signatures of stars like Michael Jordan and Wayne Gretzky dominated, with collectors seeing them as investments.
• Authentication Era (2000s): With the rise of counterfeits, the industry introduced Certificates of Authenticity (COAs) and holograms to maintain trust.
• NIL & Digital Revolution (2021-Present): With Name, Image, and Likeness (NIL) laws, college athletes monetized autographs legally. Advances in technology ushered in virtual signings and NFT-backed autographs, setting new standards for engagement.

A Humble Beginning: Fans, Pens, and Heroes

Autograph culture didn’t start in sports—it found its roots in the Victorian era when famous writers and artists exchanged signed notes with admirers. The late 19th century when baseball cards first ignited the autograph culture. Ty Cobb’s signature was among the earliest sought-after, but the real boom came post-World War II, as sports icons became symbols of national pride. Fast forward to the 90s, Michael Jordan turned memorabilia into high-stakes commodities, with his autographed jerseys commanding astronomical prices.

But it was in the early 20th century, with baseball’s growing popularity in the U.S., that autographs entered sports in earnest. The Babe Ruth era in the 1920s and ‘30s marked the dawn of sports autograph mania. Ruth wasn’t just a slugger; he was a showman who understood the value of a signature. Stories abound of Ruth signing balls for kids at games, inadvertently planting the seeds of a collectible culture that would balloon decades later.

By the 1950s, sports conventions began formalizing autograph sessions, turning them into events. Fans could now meet their heroes while adding to their collections—a perfect blend of passion and pride.

In a 2009 interview with Collectors Weekly, Mike Gutierrez, Consignment Director at Heritage Auction Galleries and a sports autograph authenticator shed light on the question: “When did sports memorabilia become collectible?” He said, “I’ve seen catalogs from the 1950s and ’60s, but it started to really take off in the ’70s. By 1980, people were working in this business full time, which was unheard of before.” He revealed that Babe Ruth, Lou Gehrig, Ty Cobb, Walter Johnson, Christy Mathewson, Honus Wagner, Cy Young were the basis of a serious collection.

“In the 1970s, collectors of my generation realized that they were making money on sports memorabilia, and that spawned all the other collectibles categories, including rock ’n’ roll and entertainment. People like me invested in performers we liked as kids, and a lot of other people followed suit,” he added.

By 2021, the NCAA opened a new frontier: NIL deals. Suddenly, autographs weren’t just nostalgic—they became lucrative. In 2024, we’ve seen transformative deals like Bryce Young signing for six figures to autograph memorabilia and athletes like Aidan Cadogan launching branded merch to expand their signature’s value beyond paper.

Why Do Fans Seek Autographs?

If you’ve ever held a signed jersey or ball, you know the feeling. It’s not just ink—it’s a connection to a moment, a player, or a game. Autographed items, including helmets, jerseys, balls, and cards, are reportedly among the most popular collectibles, with 47% of collectors focusing on autographs.

Autographs symbolize closeness to our sports idols, like shaking hands with history. A signature is tangible proof that you shared a moment, even if fleeting, with someone whose feats inspired you. An autograph also makes you feel like you own a piece of your favorite athlete’s legacy.

But there’s more to it than nostalgia. Nearly half the United States population believes collecting sports memorabilia is a financial investment, according to a survey commissioned by cllct in late April and conducted by the Seton Hall Sports Poll. Four out of 10 sports fans (40%) said they actively are collecting sports memorabilia, while 53% of avid fans said they did. While many collectors view autographed memorabilia as a financial asset, athletes themselves are also embracing the evolving market.

Beyond college athletes, established stars are redefining autograph culture with innovative approaches. NFL’s Travis Kelce capitalized on his post-Super Bowl spotlight with limited-edition signed merchandise. Kelce also fully embraced the Swiftie moment, regularly signing autographs for Taylor Swift fans.

Coco Gauff’s personalized autographs surged in value after her U.S. Open win. LeBron James continues to dominate the collectibles market, with his autographed memorabilia, like rookie jerseys, fetching record-breaking sums.

From Keepsakes to Investments

When did autographs stop being just mementos and turn into high-value assets? Somewhere between the 1980s and the 2000s, the rise of sports memorabilia auctions changed the game.

Consider this: In 2019, a Babe Ruth New York Yankees jersey sold for a record $5.64 million at auction. The jersey, dating to around the 1928-30 period, broke the previous mark of $4.4 million for a 1920 Ruth jersey, according to Hunt Auctions.

Michael Jordan’s autographed game-worn jersey from The Last Dance fetched a jaw-dropping $10.1 million in 2022. Such staggering numbers reflect how autographs have become commodities, their value driven by rarity, historical importance, and authentication.

Notable examples include Utah athletes leasing luxury cars through NIL-backed deals or UMaine’s Bear Down Collective helping players like Cadogan monetize their signature alongside social media campaigns. These stories highlight how athletes leverage personal branding, with their autographs being the cornerstone of exclusive merchandise lines.

Yet, this boom brought challenges. Counterfeiting surged, with the FBI estimating in 2019 that roughly 50% of autographs on the market were fakes. Other experts put the figure closer to 80 percent. Authentication services like Professional Sports Authenticator (PSA) / DNA (Dynamic Numbering Authentication) and Beckett, which have been around since the late 1980s, were crucial in addressing this problem, ensuring the integrity of the market by offering Certification of Authenticity. The rise in counterfeit items made these services indispensable, further solidifying their role in protecting collectors and the integrity of autographed memorabilia.

As autographs transitioned from being purely sentimental keepsakes to lucrative assets, new opportunities emerged for athletes and fans alike.

The Business of Signatures

Autographs have gone from free fan perks to highly commercialized products. For instance, Mike Gutierrez’s initial appraisal of Mark McGwire’s 70th-home-run ball was sold at auction for $3 million in 1998, the highest sale price ever for a piece of sports memorabilia at the time.

Collectibles Market Size, Statistics, Trend Analysis, and Forecast Report, 2022–2032 forecasts that the sports memorabilia market has experienced robust growth, with its global valuation expected to reach $227.2 billion by 2032. Today, athletes charge for their signatures at fan conventions, sometimes making more in an afternoon than from a week of games.

For student-athletes navigating Name, Image, and Likeness (NIL) deals, autographs represent a crucial revenue stream. The NCAA now allows them to monetize their signatures, creating a new generation of young earners in the autograph market.

Iconic collaborations between athletes and brands like Icon Source are facilitating digital platforms for autograph sessions. Through such digital marketplaces, athletes can engage with fans through personalized experiences, allowing for greater access and convenience.

Autographs are no longer mere mementos—they’re key to athlete-fan relationships and symbols of athletes’ evolving legacy-building strategies:

• Bronny James: At just 19, Bronny commands a $7.4M NIL (per ON3) valuation with deals from Nike, Beats by Dre, and PSD Underwear, making him a trailblazer for Gen Z athletes in autograph culture.
• Angel Reese: LSU’s basketball star became the face of women’s sports with a $1M NIL portfolio, leveraging autographs in branding campaigns​
• Caleb Williams: The USC quarterback integrates autographs into exclusive merch drops, bolstering his $2.6M NIL value​
• Livvy Dunne: With an enormous social media following, Dunne pairs autographs with digital experiences for her $3.3M NIL empire.

The digital age has also brought innovation: NFTs (non-fungible tokens) now allow athletes to sell unique, blockchain-verified digital autographs. Companies like Topps and Panini are pioneering this shift, making autographs accessible to fans around the globe in seconds.

In recent years, technology has revolutionized this space. Virtual autograph signings exploded during the pandemic, where fans paid to interact live with players while receiving signed items. Blockchain authentication ensures your autograph’s legitimacy in an era riddled with counterfeits.

In 2024, one story stands out: the digitized memorabilia of Lionel Messi, where fans can own NFT-backed autographs paired with video highlights, merging tradition with innovation. Platforms like Fanatics have further streamlined the autograph experience, making it easier for athletes to scale their reach while ensuring authenticity.

What’s Next for Autograph Culture?

As I reflect on that leather diary from 2000, it’s clear that autograph culture has evolved dramatically. While the tactile charm of ink on paper persists, technology is reshaping the landscape.

Digital autographs, real-time holographic signatures, and personalized video messages are becoming the norm. Yet, the essence remains: whether scrawled on a ball or encoded on a blockchain, an autograph is about connection—a bridge between fan and athlete.

To combat counterfeiting and ensure authenticity, the future could bring holographic signatures embedded with blockchain technology. Imagine a fan receiving a hologram of their favorite athlete signing a digital item, personalized with AI-generated messages that reflect the fan’s favorite moments or stats about their idol’s career. These holograms could be stored on a blockchain, offering unparalleled authenticity while creating a deeply personal fan experience. This concept merges the tangibility of autographs with the immersive storytelling capabilities of AI, opening a new chapter in fan-athlete connections.

For collectors, the journey isn’t just about owning a signature but preserving moments, legacies, and a piece of history. As sports evolve, so will autograph culture, but one thing is certain: the power of a signature is here to stay.

What’s the most valuable autograph in your collection? Share your story with us in the comment box below.