Changing of the Guard: The Commoditization of Sportscards

[Brent Huigens]

I tend to detach myself from reading and posting as I believe the message boards offer the hobby a forum for discussing issues openly without the influence of businesses like ours. I’m writing this post to share my thoughts on how the hobby is changing due to an influx of buyers using sportscards as an investment, and trading them like commodities. This is in part a follow up to a post on the Net54 Baseball message board here about the ethics of “market pushing”. The purpose of this post is to share my opinion on the root causes of this phenomenon; and why this may be uncomfortable, is perhaps a sign of a maturing industry.

Those of us who have been in the hobby for longer than 10 years are surely seeing the recent market trends and simply shaking our heads. Clearly the world has lost its mind and we are undoubtedly headed towards the biggest bubble bursting event in the history of collectibles. Maybe… or maybe not. Here’s at least one argument for why what’s happening is both justified and has even been predicted.

In general, the “brand” of sportscard collecting is maturing. We’ve seen this trend trickle forward over the last five years especially for the top 1% of cards. Clemente RC PSA 8s traded readily in the $8000 range five years ago, then they went to $15,000 three years ago…. then $30,000 last year… and now $100,000 seems to be the new benchmark. How is this possible? A 1000% return on investment in five years?

For the overwhelming majority of the industry, the “hobby” element of card collecting remains strong and vibrant and seems destined to stay that way. However, the top 1% (especially top 0.1%) of vintage cards are re-branding themselves away from pure collectibles to instead take firm root in the world of commodities. Just like pork bellies, bonds, and orange juice concentrate.

Within this new “commodity” element, the only two variables that matter are supply and demand; that’s it. And there’s the catch… supply. Sportscards are some of the rarest commodities in the world where even the highest population high-profile cards (i.e. Jordan RC PSA 10s, Clemente RC PSA 8s, etc) are rarely seen on the market at any one time in quantities higher than 2 or 3. Sure the populations of these cards may be 100 or more, but who cares? Any highly-prized commodity with population in the hundreds or less is absurdly low; perhaps to the point of creating a sheer frenzy when these investments surface on the open market. And that’s what we are seeing.

It is important to note that when it comes to high-value collectibles, sportscards are not a trailblazer. In particular, coins and fine art are far beyond the current market of sportscards, even in light of the recent trends. Compared to these other industries, sportscards have a long (long) way to grow before competing for market cap alongside these other collectible based commoditized markets.

Let’s also take a moment to see the potential and speak positively for a moment; sportscards are a heck of a lot more fun to most people and certainly appeal to more investors than most other portfolio diversifications. What’s more fun to your average ‘guy’ investor… a fancy painting, some rare 5-cent nickel, or a Roberto Clemente Rookie card? Assuming the three options had equal investment potential, which would you most enjoy owning? I know what I’d say and I know a few other folks who feel similarly

One point of pessimism that I feel warrants discussion is the claim that “this must be a bubble because there’s only a handful of people responsible for most of the recent price increase”. In other words, this trend must be fragile indeed if only a few people are responsible for the change and what happens if one of them runs out of money or leaves the hobby? What if the market is flooded by the recent sales history and these few individuals can’t keep up? These are all fair and reasonable fears to harbor and I don’t have all the answers; to a large degree I am riding the waves with everyone else, trying desperately to keep some view of the horizon (and it’s been tough of late).

Let’s get a couple things straight:

1) Yes, I do believe this hobby is getting pushed hard by a limited number of collector/investors. Not sure exactly how many heavy investors there are, but I’d say the people most responsible number more than 10 and probably less than 30.

2) Should even a few of these 10-30 people vacate their position and nobody replaces them then this could possible turn into a bubble bursting event for certain cards. Supply and demand rules supreme and if supply goes up too high or demand goes down too low, the market will lower. Just a fact.

The above statements are both true; no reason to hide from it or run for the hills. In light of these truths, I have never been more confident of the bright future we face in this hobby than I do today. This is not a bubble, or at least I am confident from my position that this is not a bubble. Sure, some individual cards may get pushed higher than is sustainable and need to eventually correct, but I can’t help but view the above comments from a glass-half-full perspective… the fact that only 10-30 people can change a market is incredible! What happens when the 10-30 investors becomes 20-40? What happens when it gets to be 100-200?

Considering the recent unprecedented ROI with sportscards and also considering the love of sports and the inherent wealth investors are ready and willing to invest towards collectibles, it seems awkward indeed to argue that demand for the top 1% is going anywhere but up. As the largest auction house in the country for sportscards, we are already seeing a new generation of investors entering the hobby and this trend is on an upward track. Sure, supply may run in spurts as some more nervous collectors may choose to fire-sale in light of recent trends, but these mini-liquidations will soon dry up and the sturdier breed will be happy to continue betting on the market. I suppose it’s possible that greater supply could also come from new cards being graded, but this too is unlikely to add any meaningful % to the current population. I for one will be shocked if the population of 1952 Mantle PSA 8s rise by more than 10% in the next five years (same for PSA 8 Clemente rookies). Yep, I for one feel the “well is dry” and what little water we have is all we’ll ever have. Just my two cents but in light of the harsh supply/demand principals considered, I feel the 1952 Topps Mantle PSA 8 may be the most undervalued card in the entire hobby. As a pure commodity it might someday be considered “priceless” to some investors.

Brent Huigens
PWCC Auctions, LLC
brent@pwccauctions.com