Tom Brady’s Investment Into the Sports Card Industry: The GOAT Buys Into CardVault
By Jocelyn Alano April 28, 2025 21:34
Seven-time Super Bowl champion Tom Brady, widely regarded as the greatest quarterback in NFL history, is making headlines off the field with an aggressive foray into the booming sports card and memorabilia industry. Early in 2025, Brady acquired a 50% stake in CardVault, a high-end seller of sports cards and collectibles, his largest business investment since retiring from professional football.
A New Chapter: CardVault by Tom Brady
Brady's investment isn't merely a financial one-a strategic partnership will also see CardVault rebranding as "CardVault by Tom Brady." The business, which was established in 2020, has already emerged as an ultimate destination for collectors, offering a curated platform of rare sports cards, memorabilia, and even trading card games like Pokémon and Magic: The Gathering. With flagship locations at TD Garden in Boston, Gillette Stadium in Foxborough, Foxwoods Resort Casino in Connecticut, and now a new store at the American Dream mall near MetLife Stadium in New Jersey, CardVault is making inroads in large sports markets.
"This is not about buying and selling cards; it's about curating history, building community, turning fans into collectors, and giving them access to own great moments in sports," Brady further said in a statement announcing the deal. The company's hope is to transform the traditional hobby shop into an immersive experience that brings authenticity, innovation, and community to collectors of all ages.
A Booming Market Meets a Legendary Name
The trading card industry has experienced a renaissance since the pandemic, with graded cards and rare memorabilia fetching record prices at auction. Brady himself has been at the center of the boom-his 2000 Playoff Contenders Championship Ticket Rookie Autograph fetched over $2 million in 2021. Now, instead of merely being the subject of high-dollar collectibles, Brady is moving into the business side, attempting to help shape the future of the hobby.
Hundreds of fans turned out for the grand opening of CardVault by Tom Brady at the American Dream mall, eager to catch a glimpse of the NFL icon and browse a collection that includes everything from $1 Pokémon cards to a $200,000 Mickey Mantle rookie. “Sports collectibles and cards have been part of my DNA since childhood, and CardVault has set the gold standard for what a modern fan experience should be,” Brady noted.
Community, Connection, and Growth
Brady's goals extend beyond the glass cases and expensive cards. He sees CardVault as a community-forming and educational outlet where old and new collectors can meet, trade, and learn from one another. "Everything in life ebbs and flows, but I think we're in a great time for the hobby," Brady told FOX Business in an interview. "People are meeting like-minded individuals they can work with. That's what it's all about-creating new fans, creating people who love this industry but also love sports."
CardVault’s co-founder Chris Costa echoed this sentiment, emphasizing that the company aims to be an entry point for collectors and a catalyst for the hobby’s continued growth. “We’re not trying to be a competitor to the local hobby shop,” Costa said. “We’re trying to be an entry point and an opportunity for the hobby to get in front of as many eyes as possible.”
Brady’s Hands-On Approach
Unlike many celebrity investors, Brady will be an active participant in the operations and brand strategy of CardVault. He's scheduled to make appearances at store openings, be present at major hobby events, and help chart the course of the company's expansion. "Tom is 100 percent in. He definitely thinks it's a space that still has a lot of room to grow," Costa said.
Brady's venture into the collectibles realm is already making waves on Wall Street, in celebrity circles and among serious collectors. With his name behind it, CardVault will aggressively expand, with more locations opening around the U.S. and even abroad.
The Future of Collecting
Brady's foray into the sports card business isn't about just cashing in on a trend-it's about building a legacy beyond football. As he put it, "We want to grow it to the best possible business we can." With CardVault by Tom Brady, the sports card world is beginning a new era-one in which the GOAT isn't just on the cards, but behind the counter, shaping the future of collecting for generations to come.
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