A Comprehensive Guide to Collecting Sports Memorabilia

 Executive Summary

Before you start reading, you should become familiar with the following terms, as they appear frequently throughout the piece.

• Photos, cards, jerseys or related sports equipment that have been signed by an athlete are considered memorabilia when that signature has been certified by a reputable distributor.
• Replica and authentic sports products that are unsigned, or are signed but not authenticated, are considered collectibles. 

Remember, however, that the words “memorabilia” and “collectible” are often used interchangeably. 

This article is packed with information, making it a good read for both novice and experienced collectors.  We suggest that beginners pay special attention to the sections that deal with buying and taking care of sports memorabilia.  Here are the key points to remember when you’re starting to build your collection:

• Get an idea of how much you’re willing to spend.  This will help prevent you from making any impulse buys, as well as help you determine what type of memorabilia you’re going to collect.  A sports memorabilia collection grows over time, and starting small never puts you at a disadvantage.
• Do your research.  Learn about some sports memorabilia retailers, and get to know what companies have signing deals with athletes whose memorabilia you’re purchasing.  Not only will this make searching for memorabilia easier, but it will also help you avoid buying fraudulent merchandise.  You should also get to know local sports memorabilia dealers and enthusiasts.  They’re great resources when you first start building your collection and they can help you track down hard-to-find pieces later.
• Know a little bit about memorabilia fraud and how to spot it.  If a deal sounds too good to be true, chances are it is.  Don’t buy anything that doesn’t come with some documentation proving its authenticity.  Buy from reputable dealers. 
• Spend the time and the money to preserve your collection. This keeps your pieces looking great and sets you up to make top dollar if you do decide to sell all or part of your collection.

Think of this article as a crash-course in memorabilia collecting.  If you take the advice you read here, you’ll take your collection from a hobby to an investment in no time. 

How It Started: A History of Sports Memorabilia

At the turn of the century, baseball was in every way America’s sport and the ballpark was an affordable oasis for working class factory workers and farmers across the country. The first baseball players had to perform heroic feats to impress crowds who’d love them if they won but heckle them pitilessly if they were losing. Kids across the country grew up playing and loving the game. As you start collecting, you’ll begin to notice that signed equipment from before the Great Depression is extremely rare. Who’d want to waste a good baseball on an autograph?  The first type of memorabilia collected was much simpler, and it’s probably the same way many of today’s collectors got their start.

Tobacco companies were first to capture the national enthusiasm for baseball and direct it towards a collectible market. Back in the late 1800s, when advertising techniques and mass production were being developed, companies would often provide insert cards in everything from tobacco to soap. These popular printed cards would have a rhyme or an image suitable for display. The tobacco companies were juggernauts of the American economy and their products was already popular with sports fans. So, creating an insert card that featured popular baseball players seemed like a natural next step. But even the ad men behind the original run of “tobacco cards” couldn’t have begun to imagine the collecting fever they’d unleashed. The Goodwin Company of New York was the first to market a numbered set of baseball cards in 1887. Many companies soon followed and the printing of the card on the back of the cigarette and cigar boxes went on for another 30 years. It was during this time that the Honus Wagner card was produced, and then quickly pulled due to Wagner’s objections. These early cards are extremely prized, but collectors should remember that they were originally afterthoughts to the cigarettes and tobacco they were packaged with, which does negatively affect the print quality. Keep in mind that even if a card looks pristine, off-center printing will lower its industry grade.

Recognizing the opportunity, bubble gum companies decided to manufacture collectible cards to be included with bubblegum packs in the 1930s. Idol-worshiping kids enjoyed collecting and trading these cards even more than tobacco chewing adults. Today they are considered the hobby’s “golden age,” since Goudey chewing gum began numbering cards for collecting and releasing one set per season. This allowed fans to assemble complete sets, which was a completely new idea. However, once World War II began, manufacturing of cards ceased until 1950, stalling the industry’s gathering momentum. In 1952, Topps came out with the first card to have a player image, team logo, player vital information and up-to-date career statistics. Topps took a gamble that the cards would sell themselves and left only a token stick of stale chewing gum, much to the delight of dentists everywhere.

As other professional sports leagues were formed, trading cards modeled after baseball cards were printed and sold. In the post-war 1950s, signed sporting equipment became economically feasible and waiting around stadium back doors for a signed glove or jersey was a right of passage for any young fan. Today, collectors look back on those days with wistful nostalgia. As sports memorabilia collecting became more popular and more profitable, the opportunity for fraud was irresistible to unscrupulous dealers. This peaked with the FBI’s massive fraud crackdown, Operation Bullpen, in 2000. Twenty people were arraigned on fraud charges and $10 million worth of fake sports memorabilia was seized. To combat the bad press, the industry instituted the hologram-based authentication system. Some fans were dismayed by the standardized price scale instituted by the authorized dealers, but the sports collectible industry as a whole has never been healthier or more exciting. Today, fans can buy a guaranteed, great-looking collectible with total confidence!

The Smart Collector’s Guide to Purchasing Memorabilia and Avoiding Fraud

You’re a new sports memorabilia collector. You want to make your first purchase something really special, but what should be your first buy? A signed pair of boxing gloves? A cap? Here is a quick guide to help you not only start and build your collection, but avoid the many traps laid out by fraudulent sellers.

First, you have to decide what it is you want to collect. As you may have noticed, the sports memorabilia industry is huge. Most collectors start with either a specific type of item—like baseball jerseys from a particular era—or build their collection around their favorite team or player.  We suggest starting small.  That way, when you are ready to buy more expensive pieces, you’ll be more familiar with the industry and, possibly, have more contacts in the business to help you track down what you’re looking for.

You should also figure out how much you’re looking to spend.  By understanding your budget, you’ll narrow down your search (no need to check out autographed jerseys and helmets when you’re operating with limited funds).  Remember that, in addition to buying memorabilia, you’ll also spend money to protect and display your collection.  Keep these upkeep costs in mind when you’re planning your collection.

If you don’t know much about the industry before you start collecting, you may want to get to know the owners of your local card shop or even attend a memorabilia auction.  Both of these steps are great ways to meet people in the industry (great for when you want to make a big purchase down the road) and they can be extremely valuable resources for you as you begin to navigate the memorabilia market. 

Scams and frauds aside, the Internet can be a great resource for the novice collector.  It’s always a good idea to join a sports memorabilia message forum.  These are great spots to meet other collectors, including more experienced ones who can point you in the right direction. In addition to advice, people you contact through forums can also help you find deals by putting you in touch with individuals and companies who they’ve done business with.

Another great way new collectors can used the Internet is by looking up price guides A good place to start is the Becketts Price Guide. Once you’ve taken a look at Beckett’s Guide, check out a few other industry guides so you can get a complete sense of what you can expect to pay for an item.  Never buy without consulting a price guide first!

It’s unfortunate, but memorabilia fraud is something you should always have in the back of your mind whenever you’re mulling over a purchase. It is estimated that a staggering $500,000,000 is lost annually due to memorabilia fraud. According to a study done by psadna.com, only 20 percent of all Lou Gherig merchandise they found for sale was genuine. It’s estimated that half of the autographed merchandise on the market is fraudulent. But don’t be dismayed! Protecting yourself from purchasing fake collectibles just takes a little awareness and a keen eye.

One of the best things you can do to protect yourself from a scam is to get familiar with the signing habits of the athlete whose memorabilia you’re buying.  Many athletes enter contract agreements with memorabilia retailers, where they agree to autograph items only to be sold through that particular company.  If you can, find out how much athletes charge for their signature.  Knowing these two things is your best defense against fraud.  For example, let’s say you see an Eli Manning signed helmet on ebay for $200.  When you ask the seller what company he bought the helmet from, he tells you he purchased it from Steiner Sports.  If, however, you found out through your research that Manning only signs with Schwartz Sports and that he charges $250 for his autograph, you’d know the helmet you’ve found was a fraud.  It’s always worth it to know these details, as it could prevent you from making a very expensive mistake.

Whenever you come across a deal that seems too good to be true, chances are you’ve run into a scam.  For example, let’s say you see a signed Willie Mays ball listed at an amazing $150 on an online auction. You’ve been comparing prices online and you know that this is less than half of what other sellers are asking. Without thinking twice, you click buy. When you’re purchase arrives at your door, you find that you’ve just spend $150 on a low-quality fake. It doesn’t even look like the ball in the picture, and the “signature” is clearly printed on the ball. Remember, forging signatures is easy money and no honest memorabilia dealer has anything to gain by selling to you too far below average market price. Similarly, if the dealer of a cheap item claims to have a certificate of authenticity, it’s recommended that you try and find out who issued it. Some forgers will go so far as to print their own certificates—and you’ll get something you could just as easily have cooked up with your home printer. Do a quick Google search to see if the certificate’s issuer is a known athlete signing agency like Steiner Sports or Upper Deck. Look at sportsmemorabilia.com’s own Authenticity Guarantee to see what you should expect to receive before you buy.

Steiner Sports, one of sportsmemorabilia.com’s partners, were trailblazers in pioneering a guaranteed authentication system. All signed items are witnessed by a third party, and inventories from the signing session are signed-off by the witness and the athlete. The witness then affixes a unique, numbered hologram to each item and the item registered in the Steiner Sports database, so you can verify if the piece has been authenticated. The hologram system has been adopted by most major memorabilia sellers and is quickly becoming an industry standard among legitimate dealers. In the long term, it pays to make sure that your collectible is authentic.

A final thought about staring your memorabilia collection: Always catalogue what you have.  Keeping a good record of your inventory when you first start collecting has a number of benefits.  When you’ve built up a good collection that you’d like to have appraised, you’ll certainly want to have a written record handy.  It’s also a good idea to keep track of your memorabilia for insurance purposes, or in the event that one of your pieces goes missing or is stolen.

What to Look For in Autographed Memorabilia

When you’re buying autographed sports memorabilia, there are a few considerations to keep in mind.  You should think about what athlete (or athletes as the case may be) have signed it, and exactly what type of item they have signed. 

One of the most crucial gauges in estimating the value of your collectible is who signed it. A serious buyer will nose around the rookie market, looking to catch an amazing bargain. But draft placement—and the accompanying hype—can’t always be a reliable indicator of a future white-hot star. For instance, how many people would love an autographed jersey from the second pick of 1984s NBA draft Sam Bowie? Who? Yeah, exactly. A more intriguing and valuable basketball collectible might be a signed ball from the third pick of the 1984 draft, Michael Jordan. It might not have been that easy to see at the time, but Jordan had everything: Off-the-charts talent, ambition, charm and marketing savvy, all of which combined to make him one of the most beloved and respected mega-stars on the court. And the value of authentic Michael Jordan collectibles reflects all that. Jordan is just one example of how the athlete who signed your collectible is the biggest indicator of how valuable the piece is. If that player was successful during his career – and after his career with a hall-of-fame entry—it can only increase the value of that piece of memorabilia.

Another variable is the amount of memorabilia that a player signs in his or her lifetime. Barry Bonds, for example, is not known as a fan favorite when it comes to signing autographs. His grumpy refusals to sign in public are becoming legendary. But to a happy sports collector who recently acquired a golden Barry Bonds autograph, the single season home run record holder is doing you a tremendous favor by being stingy. Like any other market, sports memorabilia collecting operates on the principle of supply and demand. Limited supply of a player’s sports merchandise is increasing the demand and ultimately the value of your collectible. The Internet is a wonderful tool for researching a player’s signing practices and the general market availability of their collectibles. A quick Google search could influence your next buy, or yield a pleasant surprise in the valuing of a vintage collectible you already own.

A final consideration when it comes to buying household name athletes is exactly what kind of headlines they’re making and how this will ultimately affect their careers. We’re talking the next 10 years, not just the next season. Who can forget the 1998 baseball season, when Mark McGwire and Sammy Sosa were chasing Roger Maris’ record? Everyone was talking about them every day, even tracking the race in spray paint on car hoods and garage doors. The public was absolutely captivated by the race, and all that interest increased the value of anything either of them signed, whether it was helmets or baseball caps. If the public shows lasting interest in a particular player, then the demand for that athlete’s signature is far more valuable to you.

Many novice collectors assume that if one signature is worth money, two signatures on the same item will be worth even more money. This is often true: A ball signed by both Roger Maris and Mickey Mantle would increase its value greatly, considering both were attempting to surpass Babe Ruth’s single-season home-run record in 1961. These tandem signatures make sense in a historical context. An even more valuable item would have been a memorable team signing one ball or jersey. For example, a 1986 Mets team signed photograph will command a high price. The 1986 New York Mets were a whole team of wild personalities who went on to win the World Series in an unexpected and unforgettable fashion. However, collecting all the signatures of the 2005 Kansas City Royals would be more a labor of love and team loyalty. There were no remarkable or break-out superstars on the team that year.  A team-signed item such as this would be of interest only to a specialist, no matter how many individual signatures are on it.

The market is unpredictable when it comes to a multiple-signature item where one athlete is a hall of fame star and the other signatures are from relatively unknown athletes with no historical connection to the marquee star. Sometimes a fan will get multiple athletes to sign an item just because they're all present, maybe at an airport or convention. If you had a superstar like Albert Pujols and second-string catcher Ramon Castro sign the same baseball—two players completely unrelated to each other—there would be some confusion over how to value the piece. Appraisers will frequently disregard the lesser-valued signatures and value the piece on the quality of the most famous athlete who signed. However, some collectors feel that extraneous, unrelated signatures actually distract from the main star and devalue the item. Also, aesthetically, they can make a collectible look cluttered. Think of it like having a guitar signed by Jimi Hendrix and the replacement drummer for The Rolling Stones—it just doesn’t make any sense. If possible, steer clear of these distracting minor signatures.

In the sports collectibles industry, items such as bats, balls, gloves and helmets will always be big sellers. They make sense, they look cool and it’s hard not to get a thrill holding a big plastic helmet, no matter how old you are. However, in recent years the governing bodies of sports associations have begun offering official game used items that are highly prized by collectors. These items are usually available directly from their respective sports commissions, or from reliable memorabilia dealers like Steiner Sports. An official NFL game used Super Bowl football will have inherent value, even without a signature. But slap an authentic Tom Brady autograph on that and you’ve really got something. Brady is the charismatic quarterback for the New England patriots, and the worth of that collectible would skyrocket. However, not all game used items are equally popular. Think of how the item holds a signature. A golf ball signed by Tiger Woods would be difficult to display and the signature would probably be nearly illegible due to space constraints. A Tiger Woods signed visor would at least be readable, but difficult to display and of interest only to a specialist collector. Similarly, a Tiger Woods signed baseball would probably retain some value based on the quality of the signature, but potential buyers would be seriously confused. When it comes to the particular merchandise that should be signed, stick to the classics.

Another type of item that crops up is personal affects owned by an athlete. These items usually show up from one of two sources: Well-publicized (and therefore well-authenticated) estate auctions or as the province of “old timers” connected with the athlete. The value of these can be difficult to guess. Some choices are obvious.  For example, official Babe Ruth signed contracts will be big earners, as will Michael Jordan’s personal shoe collection. However, how do you value oddball items like Mickey Mantle’s sink or Muhammed Ali’s pajamas? Quirky items like these might make great conversation pieces for loyal fans, but they’re often too weird to command a high market value. Subsequently, they can sometimes be a great, if off-beat, deal.

You may also want to keep your eyes for any limited edition items.  Autographed limited edition items, especially items produced in low numbers, are especially valuable because of their limited availability.  You should always expect to receive a certificate of authenticity when you buy a limited edition item, even in cases where the item is not signed.

Maintaining Your Sports Memorabilia

It shouldn’t be a surprise that maintaining and preserving the condition of any collectible is of utmost importance. Anything that damages the integrity of the item hurts its overall value. If you’re going to take the time to invest in serious sports collectibles, you should also spend the extra money to properly preserve and display your collection. It probably sounds like common sense not to wear your Wayne Gretzky signed jersey while you’re mowing the lawn or playing pick-up games, but you’d be surprised how many non-game used, mint-condition jerseys mysteriously acquire grass stains and smudges. But with the right display and preservation techniques, that jersey will retain its value and sell for top-dollar should you decide to part with it. The bottom line: Invest in a nice sports memorabilia display case if your collection includes actual sports paraphernalia like balls or helmets. Quality cases are available in all prices ranges, from a basic $8 glass baseball holder to a $100 custom bat case with polished wood base and mirrored bottom. Acrylic is a popular alternative to glass because it’s unbreakable and offers the added benefit of UV protection.

Similarly, if you purchase a signed photo or lithograph, you’ll usually have a choice whether to get it framed or unframed. The framing often costs an extra $40-$50 which may seem like a lot at the time, but a quality, professional frame job will protect photographs and other flat items from damage, as well as look great in your home or office. If you didn’t purchase your collectible pre-framed, look for a framer who specializes in sports collectibles—they are out there! Don’t go to your local bargain store and buy any old plastic frame. There are all kinds of unexpected framing considerations that could diminish the collectible’s value.  For instance, cheap paper in the matting of the frame may contain high volumes of acid that will stain and fade your signed Pele Sports Illustrated cover. Remember the collectible being framed should never touch the glass part of the frame as this may cause smudging or staining.

Here’s one last tip for signed photos. If you have a serious signed sports photograph collection, you may not have space to frame and display them all. Plastic storage sheets in binders are a popular alternative, and also allow for portability. Just make sure you buy sheets with the PVC-free logo to keep those autographs intact on the actual photographs. If you buy cheap storage sheets, the ink from the autograph will rub off on the sheet, lowering the quality of your autograph.

Keep in mind that, even if your memorabilia is framed or otherwise protected, there are environmental factors that can still cause damage. The long-term, harmful effects of UV rays, for example, cannot be overemphasized. Sunlight is obviously the number one danger, so get that signed Johnny Damon photo off the windowsill. Fluorescent lighting can also cause UV damage and fading at a more gradual pace. A 60-watt incandescent light bulb, on the other hand, is harmless and will make your collection look great no matter where you display it. Consequently, you wouldn’t want to store your collection in damp, dark location either. But it’s just as bad to keep your collection in a dark, damp basement. Water damage can do irreparable damage to your collectibles, so invest in some air-tight storage bins if you do need to store all or part of your collection.

If you’re collecting sports cards, you should definitely take the extra step of having your cards graded, in addition to physically protecting them. You may be surprised that a card you think is mint condition actually might be near-mint or worse, and this is especially important if you plan on reselling your cards. Besides obvious flaws like rips and smudges, card collectors place a value on printing quality and centering—if the card stock wasn’t evenly loaded into the printing machine, the whole thing could be slightly or severely skewed, decreasing its value. If you are serious about your baseball cards, you need to get them officially graded, and www.beckett.com is the industry standard. For a fee, they’ll grade every card in your collection and also seal each card in a tamper-proof protective holder, thereby insuring that a prospective buyer won’t be able to claim the card’s grade has lowered while in your possession. Knowing the exact condition of a card gives you a more accurate idea of what it is valued in the market.  What’s more, most serious buyers won’t touch cards that haven’t been graded.

Players to Watch

We’d like to leave you with a few suggestions for your collection. We’ve highlighted a few athletes in each major, professional sport.  These are individuals who have, or are on track to have, major career success.  Memorabilia associated with them is expected to increase in value, so it might be a good idea to use these picks as a starting point for your own collection.

Basketball

Lebron James and Dwanye are the most electrifying players in the NBA today. Wade is just coming off one of the best playoff performance in recent memory, while Lebron James is fast becoming the most internationally recognized face in the league. These charismatic, talented players are hot commodities in the basketball memorabilia world. However, the seasoned vets are still holding their own, on the court and in the sports memorabilia market. The NBA’s two-time Most Valuable Player Steve Nash is putting up the numbers, while Kobe Bryant continues to impress. Fan fave Shaquille O’Neal has been the most dominant big man on the court and is a sure thing for the Hall of Fame. Any of these players would make a good long term purchase.

Football

America’s most popular sport has it fair share of superstars, consistently making the plays and raising their memorabilia market value. One of the current top-tier players is Ladainian Tomlinson, the premiere running back of the National Football League. The Indianapolis Colts quarterback Payton Manning continues to bring in MVP numbers every year, and little brother Eli’s stock has risen tremendously following the Giants’ playoff run and Super Bowl win. The New England Patriots QB Tom Brady just keeps collecting super bowl rings and is quickly becoming a popular household name, making him a valuable asset in any football memorabilia collection. Terrell Owens, despite the controversy, is still a premier receiver with Hall of Fame stats.

Baseball

Baseball memorabilia is an extremely touch and go market right now, especially in light of the Mitchell Report.  Six months ago, just about any serious collector would have wanted a Rogers Clemens signed ball in their collection.  Now, however, wise buyers would steer clear of merchandise associated with the disgraced pitcher and other mentioned in the report or subsequent investigation. Derek Jeter is one of the most clutch players in recent memory—he makes big plays and is a class act, making him a household name even with people who aren’t New York Yankees fans. David Ortiz of the Boston Red Sox is a similarly well-liked player who delivers on the field.

Hockey

After a disastrous lockout, hockey has relied on rookies to bring back the fans and excitement to the NHL. One of the standouts is undoubtedly Calder Memorial Trophy winner Alex Ovechkin of the Washington Capitals. Sidney Crosby began his career under nearly unbearable hype, and has lived up to most of the pressure put on him by NHL insiders and the media.. One of the senior greats in the sport today is Jaromir Jagr, a former Hart Trophy winner. Jagr has racked up around 1,400 career points so far. However, in first full year with the Rangers he produced one of his best years, scoring 123. Jagr is another good, steady choice to have as a collectible. The two other great players for your current hockey selection would be 2006 Hart Trophy winner Joe Thornton and goalkeeper Cam Ward, both instrumental in winning the Hurricanes their first Stanley Cup.

NASCAR, Golf and Tennis

NASCAR is booming in the United States. The sport’s skyrocketing popularity is unprecedented, and dealers can’t stock enough NASCAR collectibles. Still, while the market races to catch up, there are some great deals here. Jeff Gordon and Tony Stewart are probably the big guns in the NACAR collectible market, and scoring a signed photo or miniature car by either of these drivers would be a good idea. The sport is still coming to terms with the death of superstar Dale Earnhardt Sr., and commemorative items featuring him are also hugely popular.

The golf world is currently dominated by two superstars of the PGA: Tiger Woods and Phil Mickelson. Although golf is a hugely popular amateurs sport—making golf collectibles suitable gifts for friends and coworkers—the professional circuit is shaky as a collectible market. A player wins the British Open and then disappears from the professional world, making it risky to spend serious money on their collectibles. Mickelson and Woods are by far the most consistent players in the last 10 years and Mickelson is starting to develop a mature new style and find success in major tournaments. His signature is even more valuable today than it was two years ago..

Tennis, like golf, is dominated by two players. Roger Federer and Rafael Nadal have played each other eight times, all in finals matches; they were the first two players to meet each other in back-to-back French Open and Wimbledon finals in 54 years. This rivalry is still going strong while quickly gaining legendary status, making Federer and Nadal the powerful superstars of tennis. Other young hopefuls like Andy Roddick, could prove to be decent as long-term investments. On the female circuit, the Williams Sisters don’t look ready to ease their unbeatable choke-hold on the court for another few years. That, combined with their charm and popularity, makes their collectibles a safe bet.

Keep players and athletes like these in mind as you purchase memorabilia, especially if your goal is to flip your collection down the road.  When you’re selling memorabilia, it’s always a good idea to have you collection appraised by more than one person.  Just like when you were buying memorabilia yourself, it’s a good idea to get a few opinions on what a piece is worth. 

Sell smaller items yourself.  Save all the certificates of authenticity and any other sort of documentation that came with the piece.  Savvy buyers generally won’t touch memorabilia if they can’t trace its source, so protect yourself and keep these records safe as soon as you make a purchase.  When you’re ready to part with some of your bigger items, consider selling through an auction house.  Going about a sale in this way usually means a bigger return on your investment.