SPORTS CARDS THE GARY VEE WAY
Gary Vaynerchuk is in the card business. Despite what naysayers and doubters would speculate, he is all-in. And he is doing it his way. It started around August 2018 with a tweet, which is appropriate given his status as a social media star.
“I might get back into sports card collecting and flipping . . .” he tweeted.
Vaynerchuk was present at the 2019 National Sports Collectors Convention in Chicago. The trip allowed him to meet others in the industry and elevated him to the de facto face of the hobby.
One afternoon at the show was dedicated to a Vaynerchuk speaking at the Case Break Pavilion. He gave his thoughts on the hobby and what his plans are.
His commitment was clear, as was his attitude.
Vaynerchuk is looking to make money. That shouldn’t surprise anyone. After all, this is the same guy who ventured into e-commerce way before most realized the economic benefits of the internet. That decision resulted in an empire that
BECKETT.COM includes Vaynerx, “a modern-day media and communications holding company, and the active CEO of Vaynermedia, a fullservice advertising agency servicing Fortune 100 clients across the company’s 4 locations,” according to his website.
Vaynerchuk gave his unfiltered opinion on many topics. Here are some highlights.
On the youth movement in collecting
“It’s the nature of flipping. The kids are getting more sophisticated. They remind me of me. I can sense my own when I talk to them.”
On collecting culture
“Sports cards, much like nerd culture and sneakers . . . There is bubbling of it being cooler than previously. The room is getting younger. That’s good.”
On the experience back in the hobby so far
“I’ve been ripped off. I have no concept of non-graded cards [value]. I watched a guy buy something I undervalued. I took my beating like a man. The number of bashings I’m taking here . . . Atlantic City [in 2020] is going to be different. I’ll be prepared.”
On vintage collecting
“I think it is the most interesting and the least interesting. Is there as much juice behind Ernie Banks or Johnny Bench? It doesn’t play that much. I love it for the all-time icons. But we can get tricked because they are icons to us, but it softens [as time goes on].”
On risk in sports collecting
“Sport is tricky. It’s not comic books. Comic books don’t get hurt. I love Sam Darnold, but if he gets hurt, the value does down.”
On his method in the business
“Most investments have to do with human beings off the field. I know real [stuff]. I know guys who show up 40-50 pounds overweight. That’s an information advantage. I don’t expect to always be right. I thought Patrick Mahomes was going to suck. I don’t like second-generation athletes, and I didn’t like that system. I like short-term action because it’s fun. But I don’t need to own a card, ever. What I like is being right. I also like being wrong.”
On case breaking
“Youtube is where youth watches information. Pack breaking is entertaining. As is gambling. Two good things for people to watch. The end.”
On mistakes dealers make
“Not shipping internationally from ebay is leaving money on the table. This is fear-based and is a huge mistake. There are [shady] people here in America, too.”
On mixing profit and kindness
“When I want to be kind, I’m kind. When I want to make profit, I make profit. I’m bad in business, but off the court, I’m good. Like Kevin Garnett. I’m very comfortable with where I am in kindness.”
On card manufacturers
“I look at card companies the same as media companies. There are licensing agreements, and it ebbs and flows. They are doing their job.
The card companies have done a great job. Their incentives don’t match the secondary market. They are creating incredible designs and cards. It’s not up to Panini and Topps to hold down price. Make as many cards as possible in demand with the market. Wholesalers make big margin when the price is hot. I’m fascinated by anger at every sector. Don’t be mad at other people’s money.”
On preventing another market burst
“It’s supposed to burst. It’s a market. It’s human behavior. It’s how humans are structured. We can do good behavior on our end. Don’t cheat. Be kind. Be a good human being. But we can’t collectively do anything.”
On mistakes made in the hobby
“This hobby is very bad at factoring the athlete. Look at Giannis Antetokounmpo and Luka Doncic. People got to get smarter. People are gambling and guessing. Draymond Green saw Luka play and told me [Luka] is good. Draymond thinks everyone sucks.”