The Athletic has announced it has launched its first vertical on sports collectibles to help everyone from aspiring to seasoned collectors better understand the sports memorabilia market and make smarter purchasing decisions.
Readers can expect everything from explainers on collectibles to data-backed insight stories to news and analysis of the latest trends. The Athletic says it will provide recommendations and guidance from collectors and industry experts to help readers navigate an increasingly in-demand space. Beyond avid collectors, this coverage will appeal to a range of fans, including those getting into sports collectibles for the first time.
The publisher says the vertical will cut across all sports, encompassing items from the iconic T206 Honus Wagner card to the latest trading card releases, game equipment and autographs from Babe Ruth to Lionel Messi and Caitlin Clark, and an array of items that hold sentimental value over monetary value. It will also expand on The Athletic’s existing coverage of new jersey and kit releases.
Brooks Peck will lead the vertical as senior editor, sports memorabilia and collectibles at The Athletic. He was previously managing editor of U.S. soccer coverage for The Athletic and was co-founder of Yahoo Sports blog “Dirty Tackle.”
“We’re so excited to introduce this vertical to our readers. It’s a fun and rapidly growing area and our coverage of it will aim to inform both long-time collectors and those just starting out,” says Peck. “Our goal is to make it easy for everyone to dive into the world of sports memorabilia and collectibles with news, recommendations, analysis and deeply reported features from experts in the space and writers from across The Athletic’s unrivaled newsroom. Whether you’re looking for the centerpiece of your collection or just curious about what’s out there, The Athletic has you covered.”
As part of the vertical launch, The Athletic has announced a multi-year exclusive collectibles partnership with eBay, providing sports fans with memorabilia content and data-based insights from eBay’s global marketplace. As a result, readers will gain knowledge of the latest trends from the world of sports trading cards and memorabilia.
The exclusive collectibles partnership, a first for The Athletic added the publisher, will make relevant eBay collectibles and memorabilia discoverable through The Athletic’s collectibles content and various product platforms. The partnership will allow readers to search and purchase collectible items from their favorite players, teams, leagues and sports, powered by The Athletic and eBay. This is The Athletic’s first editorial vertical focused on supporting purchasing decisions.
“Our ambition is to be the global leader in collectibles coverage and we’re thrilled to announce the partnership with eBay. We know our audience craves access to their favorite athletes, teams and fandoms, and this partnership takes fandom one step further with the ability to learn about and purchase collectibles. There is a sizable audience of fans interested in purchasing collectibles and we’re excited about a future in which, with eBay, we’re a go-to resource for them,” says Sebastian Tomich, chief commercial officer, The Athletic.
Starting this year, eBay will be integrated across The Athletic’s ecosystem, continued the publisher, including team and player pages, editorial articles and live blogs, social posts and newsletters.
The Athletic says this partnership with eBay marks a milestone and aims to bring subscribers increased value in their overall reader experience. The resurgence of sports collectibles, particularly trading cards, began during the 2020 pandemic lockdown as adults rediscovered a childhood passion. Since then, the industry has continued to grow with significant investment from businesses and individual collectors alike. It is now a hobby that spans generations and encompasses an increasingly diverse group of collectors. The Athletic says it is eager to serve this growing community with its new coverage.
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