Grab your fan jerseys, dust off those trading cards and prepare to mark your calendars. In a remarkable turn of events, Fanatics and Topps are turning the page on the collecting culture, pushing boundaries beyond the conventional. In an era where Vegas residencies reign supreme and experiential marketing is queen, these companies are making power moves to reignite the cult of collecting.
Fanatics, the titan of officially licensed sports merchandise, doesn’t just want you to stock your closet with jerseys and deck your man-cave out with memorabilia. Oh no! They want you in their mix of large-scale meetups, regional gatherings, and venue-specific events at grand stadiums. Initially, they had tantalized fans with a glimpse of their capstone event, ‘FanaticsFest’ set to celebrate all things fan at New York’s Javits Center on August 16-18.
But Fanatics had bigger tricks up its sleeve. They’ve now added more locations to their broad spectrum of activities. Fans in Orlando, Florida will be able to indulge their collective hearts out come November 1-3, while those in PNC Park, Pittsburgh will be treated to an intimate gathering with local athletes’ autograph sessions on September 28-29. Talk about spreading the love.
Initially, these events rollouts were a part of Fanatics stealth strategy to test the emotional pulse of fans. But their success left no room for speculation. It was a direct hit. These blend of gatherings, sprawling events, and collaborations with sports leagues during significant events like drafts were just what the doctor ordered. But, you might want to hold your breath just a little longer because specific plans for these events are yet to be unveiled. Count it; it’s coming!
On the other side of the collector coin, trading card company Topps, a household name amongst collectors, too, is in on the action. It is refreshing its promotions with activities customized for the modern-day collector. Remember the nostalgic Trading Card Day from August 3? Oh, it’s back with free exclusive packs at hobby shops. Let’s not forget the MVP Buyback program where collectors can exchange cards of recent MLB MVPs for store credit which is returning this fall.
Following the astounding success of last year’s Hobby Rip Night that led to record sales for 18% of the 409 participating stores, Topps thought it grand to bring it back home for a second edition on September 14. And to sweeten the pot, they’re launching a brand-new initiative, Hobby Break Night, scheduled for December 14. This online event promises collectors galore exciting live case, box, and pack openings with an array of guest appearances and giveaways.
And so, ladies and gentlemen, collectors of all ages and aficionados of all sports, we find ourselves standing at the intersection of pop culture and collecting. We find fandom blending with an enriched collector culture, brought to life by Fanatics’ proliferating events that span U.S territories and further buttressed by Topps’ rejuvenated promotions. It seems both Fanatics and Topps have turned a new leaf, unearthing a goldmine of experiences for sports enthusiasts and collectors. So buckle up and get ready for a ride because this new era of collecting culture is fast, furious, and absolutely fabulous.
