Forget just slapping his name on a brand—Tom Brady is staking his claim in the booming sports collectibles industry. With a 50% equity stake in CardVault, he’s not just shaping the market; he’s owning it. Brady’s move—at first glance—might seem like just another retired athlete diving into business after hanging up his cleats (and helmet). But the 47-year-old NFL legend’s foray into the sports collectible market – projected to be valued at $33B in 2025 – is significant for more than one reason. 

Who comes to mind when you think of sports collectibles? Michael Jordan? LeBron James? Jordan has refrained from (till now) investing directly in any collectible company. But, the NBA icon’s collectibles are one of the most sought-after among fans. In 2021, a PSA 7 Jordan rookie card fetched a staggering $1.44M at auction—proof of his unmatched value in the market. 

But Tom Brady? The 7-time Super Bowl winner never lagged far behind…

His 2000 Playoff Contenders Championship rookie card sold for $3,107,132.40 at the 2021 Leylands Auction. That’s just for rookie cards. Then you have the 2021 Buccaneers jersey that fetched a staggering $480K in an auction, and the 2007 AFC Divisional Championship cleats were sold for $38,400. A study found that collectibles tied to iconic moments sell for up to 60% more than the average price.

Brady clearly saw the potential and joined the bandwagon like LeBron James did. The Lakers star and his childhood friend and business partner, Maverick Carter, floated the brand SpringHill – a nod to his roots – which in 2015, kicked off a unique partnership with Warner Bros. 

The three-year agreement provided SpringHill a first-look movie deal, an exclusive television deal, significant development resources that also could be used for the creation of digital content, and space on the studio lot, according to a study by Anita Elberse at the Harvard Business Review. A 2021 deal with Fenway Sports Group, Nike, and Epic Games skyrocketed the company’s valuation to $725M, per a report in the LA Times.

Brady seeks to follow that path albeit with his venture into a different business, but not unlike James’s partnership with Fanatics. James joined Fanatics Collectibles in a multi-year deal last year, the details of which were not divulged to the public. Brady’s venture closely mirrors James’s partnership – he will not just appear in the collectibles but also will have a stake in the company, thereby stamping his authority over his image.

Moreover, Brady’s stake in the company is likely to push the brand’s valuation. A report in Sports Business Journal reveals that athlete-backed equity deals saw 13% revenue growth as opposed to a 4% growth for traditional endorsements. On top of that, Tom Brady’s partnership with the collectible brand has an added advantage. One that is likely to put the company into a trajectory of hypergrowth. 

Data shows Tom Brady can be the ultimate needle-mover

The NFL icon can now pair in-person engagement while expanding digital reach thanks to CardVault by Tom Brady’s retail locations at TD Garden, Gillette Stadium, and American Dream Mall. A National Retail Federation study notes that 81% of buyers prefer retailers that blend online and offline shopping. Per McKinsey & Co. report, businesses using this model see 30% higher customer retention. Brady (and his brand) seems to have found the perfect gateway to a fan-to-collector pipeline, turning moments into investable assets.

Brady’s timing couldn’t be better! The sports memorabilia market is set to hit $227B by 2032, fueled by rising investment demand and digital authentication. CardVault by Tom Brady is positioned at the center of it to leverage the renewed attention toward collectibles. Should it expand to major sports hubs and untapped international markets, projecting the Boston-based brand to be a new competitor of Fanatics doesn’t require any serious stretch of the imagination. 

Traditionally, whenever an athlete hogs the spotlight, the value of their memorabilia usually leapfrogs. For instance, Michael Jordan’s memorabilia shot up 30% after ‘The Last Dance’. In fact, Kobe Bryant’s gear price spiked 600% after his untimely passing.

Brady was already a top name in the collectibles market. Now, with his direct investment in CardVault, demand for his signed cards and game-worn gear is set to soar. There is also a high chance that more big-name athletes could follow Brady’s lead. Eventually, the possibility of CardVault by Tom Brady pulling off a Fanatics-like move can’t be ruled out. Back in 2022, Fanatics bought Topps for $500M, and now are gunning for an IPO at $40B+ in 2025, per a Bloomberg report.

If CardVault by Tom Brady scales up at a rapid scale, it could very well become a serious competitor to Fanatics and even go public. Brady’s not just playing the game—he’s changing it. The sports collectibles market is exploding, and with athletes getting into the business side, we could see even bigger moves ahead. If Fanatics is any clue, we have the next major player.