- NFL legend Tom Brady is getting into the sports collectibles business. Brady bought a 50% stake in CardVault, a Massachusetts-based retailer.
- As part of the deal, the company is changing its name to CardVault by Tom Brady.
- The company has plans to expand outside of its three New England locations in spring 2025.
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NFL legend Tom Brady is getting into the sports collectibles space. On Wednesday, Feb. 12, he announced the purchase of a 50% stake in New England-based retailer CardVault.
As part of the deal, CardVault is changing its name to CardVault by Tom Brady.
In a statement released by the company, the seven-time Super Bowl champion said, “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.”
The company’s statement also outlined Brady’s vision for the business: “This isn’t just 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, who just finished calling his first Super Bowl as a game analyst for Fox, is also a part-owner of the NFL’s Las Vegas Raiders. Last August, he was spotted at a card show in New York City buying some collectibles from a vendor, who doubled as a huge fan.
Tom Brady buys a collection of football cards from a lifelong fan… pic.twitter.com/83y2NV7cB5
— Topps (@Topps) August 18, 2024
Card collecting has experienced a resurgence since the COVID-19 pandemic. Prices for some rare collectibles soared into the millions of dollars. CardVault, founded in 2020, has locations in Boston’s TD Garden, Gillette Stadium in Foxboro, where Brady played for 20 years, and Foxwoods Casino in Connecticut.
The retailer plans to expand outside the New England area starting this spring. They’re opening a new flagship store in the American Dream Mall next to MetLife Stadium in New Jersey. The company is also planning to expand its digital content as it looks to reach new collectors and investors.
This isn’t Brady’s first dive into the collectibles space. In December, he put his valuable watch collection up for sale at Sotheby’s.