Right About Now – Legendary Business Advice

Episode: Inside the World of Icons.com: Authentic Sports Memorabilia, Messi Collectibles & Market Growth

Host: Ryan Alford (Radcast Network)
Guest: Dan Jamison (CEO & co-owner, Icons.com)
Date: December 5, 2025

Episode Overview

In this unique episode, Ryan Alford sits down with Dan Jamison, the CEO and co-owner of Icons.com, the global leader in authentic signed sports memorabilia. Together, they unpack the human instinct to collect, the evolution of the memorabilia industry, and why scarcity drives value—especially for legends like Lionel Messi. Jamison shares insider stories about growing Icons.com, forging partnerships with football’s biggest organizations (including FIFA), and what it’s really like working with the world’s most iconic athletes. The conversation also delves into the company’s expansion into America and what the future holds for both Icons and the collectibles market.

Key Discussion Points & Insights

The Origins and Mission of Icons.com

• Global Reach:
  • Quote: “98% of our sales are outside of the UK, so we sell to 120 countries around the world. It really is 24/7. It doesn't go dark.” — Dan Jamison [04:24]
  • Icons started in 1999, about four months after Google.
  • Jamison took over 16 years ago, buying it out with co-founder Edward Freeman.
• Personal Passion:
  • Jamison’s love for collecting started with Panini football stickers as a child, turning childhood passion into a global business.
  • Quote: “If little Dan and you’re talking to him as a 10 year old… I want to run around the planet meeting my heroes and create amazing things that people love.” — Dan Jamison [03:38]
• Journey to CEO:
  • Leveraging experience in media and marketing; first big project involved recreating Panini World Cup albums for The Observer.
  • Quote: “I was the junior in the office… running into the boss’s office going we really need to do this. This is amazing.” — Dan Jamison [05:45]

The Collector’s Instinct

• Why Do We Collect?
  • It’s an intrinsic, universal human desire.
  • Memorabilia connects people across cultures and brings fans closer to their heroes and teams.
  • “It’s somewhat some natural human behavior of wanting these relics and pieces… something just intrinsically built into our DNA.” — Ryan Alford [04:02]

Market Growth & Globalization

• Icons and Football/Soccer’s Worldwide Popularity:
  • Football is the world’s game, and memorabilia demand reflects its universal reach.
  • U.S. audience is rapidly warming to soccer, especially with stars like Messi’s move to Miami and the World Cup coming to North America.
  • “I think it’s got a critical mass now… the World Cup’s coming, the women’s team is the best in the world. You’ve got a lot going for it.” — Dan Jamison [04:53]

Building Partnerships and Licenses

• Major Milestones:
  • FIFA’s first-ever World Cup licensee (2010-present).
  • Official memorabilia partner of the Champions League for 14 years.
  • Partnerships with top clubs: Manchester United, Barcelona, Chelsea, Spurs, Newcastle, and more.
  • Quote: “The best clubs and the best brands are the best way to communicate with the customers.” — Dan Jamison [07:47]
• Licensing Strategy:
  • High-quality memorabilia created and sold through club channels, expanding reach and authenticity.

The Messi Effect: Scarcity and Demand

• Icons’ Messi Partnership:
  • Icons first signed Lionel Messi when he was 17, thanks to a tip from their man in Barcelona.
  • 20 years of partnership culminated with Argentina’s 2022 World Cup win—a personal and professional highlight for Jamison.
  • Quote: “It seems like you’re an overnight success, but that is like two decades of graft to get to that moment.” — Dan Jamison [09:59]
• Scarcity Drives Value:
  • Only about 50,000 Messi jerseys sold by Icons in 20 years—rarity is key.
  • Contrast with Pele: High supply (signed millions of shirts) makes each item less exclusive and valuable.
  • Quote: “You can’t make more money by doing more of it. We see Leo three or four times a year… Can't see him 16 times a year. His hand would fall off.” — Dan Jamison [10:48 & repeated from 00:28]
• Ethos of Quality Over Quantity:
  • Each Messi signature is carefully planned to remain unique and special, never just a commodity.

Inside Stories: Maradona and the Business of Memorabilia

• Personal Stories:
  • Jamison’s prized Messi and Maradona shirts, some dedicated to his sons.
  • Memorable anecdote about shipping issues with Maradona memorabilia during COVID, including British Airways losing the shipment and a stressful Christmas Eve resolution.
  • Quote: “In between his operation and his unfortunate death, he [Maradona] was convalescing and he signed our stuff… this thing eventually arrives on Christmas Eve in our office.” — Dan Jamison [13:22]
• Business Lessons:
  • Long-term relationships, reliability, and trustworthiness are crucial.
  • Quote: “If you do what you say, turn up, pay your bills, and have long term relationships, that's a low bar. But that gets you so far.” — Dan Jamison [13:47]

American Expansion & Future Growth

• U.S.-Specific Operations:
  • Recent move to establish U.S. base in Illinois, with overnight shipping and a dedicated American website.
  • “We want to bring our great stuff to the American market… buying shirts off Fanatics, taking it to Leo's house, getting Leo to sign it, shipping it to Illinois, getting it framed. It really is made in the USA.” — Dan Jamison [15:06]

Notable Quotes & Memorable Moments

• On Messi’s Value:
  • “The ratio is probably about 8 to 1 in terms of value [compared to Pele]. They’re like, how can it be? Pele is the greatest. I’m like, because you made him sign 2 million shirts.” — Dan Jamison [10:48]
• Summing Up the Scarcity Principle:
  • “You can’t make more money by doing more of it. We see Leo three or four times a year. Can't see him 16 times. His hand would fall off.” — Dan Jamison [00:28, 10:48]
• World Cup Story:
  • “It’s an unrepeatable, incredible moment where we’ve been the partner of the World Cup… partner of Leo for 20 years. And then it comes together in one magical moment… feels like an overnight success.” — Dan Jamison [09:59]

Important Timestamps

• Dan Jamison explains scarcity and the Messi “Veblen effect”: [00:28]
• Why we collect: origins, psychology: [03:36 - 04:02]
• Icons global sales, market reach: [04:24]
• U.S. soccer fandom and Messi effect: [04:53]
• Development of clubs and licensing partnerships: [07:47]
• Origin story of Icon’s Messi relationship: [08:59 - 09:59]
• Comparison of Messi vs Pele memorabilia: [10:48]
• Anecdote on Maradona signatures & logistics troubles: [11:49 - 13:47]
• U.S. expansion, made-in-USA memorabilia: [15:06]

Episode Tone & Style

Authentic, down-to-earth, and direct—eschewing fluff in favor of personal stories, hard-earned lessons, and candid business truths.

Summary Takeaway

Icons.com’s success is built not just on sports legends but on respecting scarcity, valuing authenticity, and making business partnerships that last. Whether you’re a lifelong collector or new to the memorabilia world, Jamison’s stories illustrate both the emotional and financial power of collectibles—especially when tied to sporting history and cultural icons like Messi. For U.S. fans, it’s never been easier to bring a piece of history home.

Discover more: icons.com — now serving American fans with overnight shipping.