Right About Now with Ryan Alford Episode: Trading Cards: The Fan Engagement Goldmine with Jeremy Eisenberg
Release Date: May 27, 2025

Introduction to Trading Cards as a Fan Engagement Tool

In this compelling episode of Right About Now with Ryan Alford, host Ryan Alford delves into the burgeoning world of trading cards and their pivotal role in enhancing fan engagement within the sports industry. Joining Ryan are notable guests Gary Vaynerchuk, CEO of VaynerMedia and creator of Veefriends, and Jeremy Eisenberg, a seasoned expert in the trading card market and founder of Talent Brand Labs. Together, they explore how trading cards have evolved from simple collectibles to multifaceted assets that drive fan loyalty, investment opportunities, and cultural trends.

The Evolution of the Trading Card Industry

Jeremy Eisenberg provides a historical perspective on the trading card industry, tracing its roots back to the 1990s when licenses were dominated by companies like Upper Deck, Topps, Fleer, and Donruss. “When the licenses were being held by Upper Deck and Tops and Fleer and Donruss in the 90s, it sparked a lot of innovation,” Jeremy explains (01:19). These early years saw the creation of some of the most coveted vintage insert sets, which remain highly collectible today.

Gary Vaynerchuk highlights the industry's exponential growth, projecting it to reach $52 billion by 2027. “Trading cards aren't just back, they're taking over,” Gary asserts (01:49). This surge is attributed to the integration of culture, cash, and clout, transforming trading cards into a powerhouse within the collectibles market.

Building the Hobby and Expanding Fan Engagement

Jeremy discusses the strategies employed to grow the trading card hobby and make fans "stickier" to their favorite teams and leagues. By partnering with major brands like Sports Illustrated, Authentic Brands Group, and Minute Media, Jeremy and his team have created a robust ecosystem that supports both casual fans and serious collectors. “Collecting is the ultimate expression of fandom,” Jeremy states (17:10), emphasizing how trading cards serve as a tangible connection between fans and their beloved sports.

Collaborations and Innovative Projects

One of the standout moments in the conversation is the collaboration between Gary Vaynerchuk and Topps to create a custom insert set celebrating entrepreneurs in baseball. Jeremy recounts how this initiative was instrumental in bridging the gap between traditional trading cards and modern branding efforts. “They took it and put a really fun set together that unlocked Gary's universe to the latest and greatest of modern sports cards,” Jeremy notes (14:09).

Additionally, Jeremy highlights Sports Illustrated’s venture into the collectibles space with si.com/collectibles. This platform leverages Sports Illustrated’s long-standing reputation and extensive domain authority to become a leading content hub for trading card enthusiasts. “We’re publishing on average 10 pieces a day. We’re up to now over half a million unique readers a month,” Jeremy shares (22:03), showcasing the platform’s rapid growth and significant impact on the hobby.

The Intersection of Physical and Digital Collectibles

A significant portion of the discussion centers around the integration of digital assets like NFTs (Non-Fungible Tokens) with traditional trading cards. Jeremy expresses cautious optimism about the digital space, acknowledging its potential while emphasizing the enduring appeal of physical cards. “There's nothing like the thrill of opening that physical pack and holding the cards,” Gary asserts (33:42), a sentiment that resonates deeply with long-time collectors.

Jeremy elaborates on how digital platforms can enhance the fan experience without replacing the tangible aspects of collecting. He envisions a future where digital and physical collectibles coexist, offering fans diverse ways to engage with their passions. “Smart companies and smart creators are going to find ways,” he concludes (28:09), highlighting the innovative possibilities that lie ahead.

The Role of Grading and Authenticity

The conversation touches on the critical role of grading services in establishing trust within the trading card market. Jeremy reminisces about the early days of reluctant acceptance of third-party grading and how it has become indispensable for collectors and investors alike. “Grading... serves such an important role in the growth of collecting because of the trust factor that it's injected,” Jeremy explains (26:33).

Future Directions and Industry Insights

Looking forward, Jeremy and Gary discuss the potential pathways for the trading card industry, including the expansion into global markets and the incorporation of advanced technologies like augmented reality (AR). Jeremy mentions unique initiatives, such as golf-related NFT memberships that offer real-world benefits, exemplifying the innovative fusion of digital and physical assets.

Gary emphasizes the importance of adaptability and embracing technological advancements to stay relevant. “You can't fight technology in progress,” he states (31:51), advocating for a balanced approach that honors traditional collecting while exploring new frontiers.

Notable Quotes

• Jeremy Eisenberg (01:19): "How we grow the hobby and bring more people into this as a way to make fans stickier to their teams and the leagues and the sports is collecting."

• Gary Vaynerchuk (01:49): "Trading cards aren't just back, they're taking over. Projected to hit $52 billion by 2027."

• Gary Vaynerchuk (17:10): "Collecting is the ultimate expression of fandom and... fandom is one of those last safe spaces."

• Jeremy Eisenberg (22:03): "We’re publishing on average 10 pieces a day. We’re up to now over half a million unique readers a month."

• Gary Vaynerchuk (33:42): "There's nothing like the thrill of opening that physical pack and holding the cards."

Conclusion

This episode of Right About Now with Ryan Alford offers an in-depth exploration of the trading card industry's evolution, its current dynamics, and future prospects. Through insightful discussions with Gary Vaynerchuk and Jeremy Eisenberg, listeners gain a comprehensive understanding of how trading cards have become a powerful tool for fan engagement, investment, and cultural expression. Whether you're a seasoned collector or new to the hobby, this episode provides valuable perspectives on why trading cards remain a vibrant and ever-evolving facet of the sports and collectibles landscape.

Stay Connected:
Follow Jeremy Eisenberg on Instagram and visit Talent Brand Labs to keep up with the latest in sports collectibles. Explore Sports Illustrated’s new collectibles content at si.com/collectibles.