WHY IS COLLECTIBLE CARD CULTURE TAKING OVER FOOTBALL?

Turn your attention to collectible cards

By Katie Catherall

Europe is experiencing a boom in collectible cards. Once a forgotten childhood pastime, collecting has made a powerful return as part of football’s new cultural landscape. Collecting is now firmly in the spotlight, embraced with pride by both fans and players.

At a time when the beautiful game is often criticised for drifting away from its supporters and feeling increasingly disconnected, cards offer something tangible once again — a physical link to players and the moments fans cherish most. As a pioneer of this transformation, Topps creates unique, highly desirable products that capture football’s most iconic players and moments: goals, lifted trophies, and unforgettable celebrations.

For seasoned collector Dev Bajwa, card collecting has never been more relevant.
“The best time to start discovering collectible cards is now,” Bajwa said. “Try to understand the different types of cards available — whether they’re numbered, foil, autographed or patch cards. First find what you love, and then you’ll naturally learn how this world works.”

“This is a real trade now — celebrities are involved too. If you buy a few collections and pull a rare card, like a rookie Lionel Messi, and take good care of it, you could even pay for your child’s university education. That’s the level of interest and value the game has reached.”

However, this rise didn’t happen overnight. “I think the card boom definitely emerged during the pandemic. We had more time, and people were probably looking to make a bit more money. At the same time, a lot of sports documentaries were released, and fans began reliving old stories. That nostalgia started to symbolise value, and the world turned towards collectibles.”

“The Barclaysman trend really pushed this movement forward. Fans have a deep longing for the past. Topps responded brilliantly by reintroducing former players into packs through signed cards.”

The growth of the hobby can no longer be ignored. Before it entered the mainstream, collecting existed more on the fringes. Its roots stretch back to the late 19th century, when small pieces of sporting artwork were tucked into tobacco packets. Rarity and exclusivity have been present from the very beginning — long before Topps shaped the culture, fans were already chasing collectible items featuring their favourite athletes.

The prices are truly eye-watering. In 2021, a Topps Chrome Red Refractor rookie card of Erling Haaland in a Borussia Dortmund shirt sold for over £123,000 at auction. In early 2025, a 1/1 Lamine Yamal Chrome Euro autographed card found a buyer for approximately £300,000. Last summer, a one-of-a-kind card signed by both Cristiano Ronaldo and Lionel Messi sold for £100,000, despite having originally been purchased for just £27.

Premier League stars Dominic Solanke and Tosin Adarabioyo have made collecting part of their identities. Both launched social media channels to document their collections and appeared at the opening of Fanatics Collectibles’ London store.

Dev continued: “Dom and Tosin have done a great job showing how players can be involved in collecting. When players go into the dressing room, they’re still asked why they spend money on cards — but this is a genuine investment now, something you can put a value on.”

“If players perform well on the pitch, their cards become more valuable. That connection is crucial for bringing more players into the space. Players now have more ways than ever to connect with fans — they’re launching YouTube channels and sharing their passion for collecting.”

So what makes collecting so special? In an era where consumers are constantly offered products and memorabilia, card collecting offers something real — an experience steeped in nostalgia. When you open Topps’ latest Premier League Hobby Box, you might just find a genuine autograph card from legends like Thierry Henry or Didier Drogba hidden inside.

According to Dev, this rise was inevitable. The intense passion that fuels cult football heroes now also fuels the cards that represent them. “Football fans are irrational. You can’t explain why you love someone or why you admire a player so deeply. I think collecting follows that irrationality, because football culture is built on cult loyalty. It’s almost a status symbol. Rarity is universal, style is universal, aesthetics are universal — and all three can come together in a single card.”

While football culture has long brought fans together across the world to celebrate the game, card collecting offers a new space for supporters to express their shared love for players and teams. Card shows sit at the heart of this community, giving fans a place to share stories and strengthen their collections.

At its core, the rise of collecting is all about connection. Topps turns moments into keepsakes and reminds us that football still leaves plenty of room for physical nostalgia. Self-expression and identity have long been celebrated in fashion and music — and Topps is determined to prove that collectible cards belong there too.

“Now is the right time to invest in cards. Collectibles are on a major upward trajectory. How long will it last? We don’t know. But football cards went undervalued for a very long time. In fashion, people chase the rarest pieces — collecting works in exactly the same way.”