Why Sports Memorabilia & Collectibles Are Booming in 2025

Why Sports Memorabilia & Collectibles Are Booming in 2025

Why Sports Memorabilia & Collectibles Are Booming in 2025

Why Sports Memorabilia & Collectibles Are Booming in 2025

The sports memorabilia and collectible marketplaces continue to experience significant growth, driven by surging fan engagement and an increasing emphasis on authenticity. Research published at the end of 2024 by Market Decipher found that ‘the global sports memorabilia Industry is anticipated to undergo substantial growth, with projections indicating a valuation of $271.2 billion by the year 2034’. 

But why is this happening now? 

Memento Exclusives is the official memorabilia and collectibles partner to many of the best known, worldwide brands in global sport, and has seen how modern audience behaviours have impacted the marketplace first hand. Below, we take a holistic view on why 2025 is set to be the biggest year for sports memorabilia yet.  

To skip ahead to a chapter click the links below

The effect of expanding viewership

What innovative brands are doing next

Multi-sports for the multi-taskers

Painting a persona portrait

Trust enabling growth

Short and Long-Term Trends

Entertainments past, present and future

The age of investment

Back to the Future

The effect of expanding viewership

Brands and teams within the likes of motorsport, MMA and football/soccer have increasingly recognised the value of memorabilia and collectibles partnerships in recent years – especially since concerted efforts to expand and diversify sports audiences have come to fruition. A collective shift towards wider community building and the success of pioneering behind-the-scenes content has increased interest in previously overlooked aspects of almost every sport.  

Enhanced accessibility on social media and streaming services, alongside a continued merger between sports and entertainment production, has attracted bigger viewership than ever, opening the door to fresh ways of capitalising on unprecedented global followings. More and more items that would previously have been discarded or locked away to gather dust are being given a new lease of life, either as direct memorabilia or re-engineered new collectibles, such as tables, lamps and clocks - retaining the legacy of original items, but with a modern and purposeful twist.  

 

Innovations such as re-engineering used items into something new for fans is appealing for any sporting brand, as well as consumers who gain more opportunities to purchase genuine licenced products at a range of price points. Personalisation also remains of significant interest across the sporting landscape for old and new fans alike – with modern ideas such as printing customer names on F1 Flags, MotoGP Flags and on the UFC canvas offering unrivalled opportunities for viewers to see their name immortalised in connection with a moment of sporting greatness.   

Even now that the popularity of these concepts has been proven, we have only scratched the surface of the potential treasures waiting to be unlocked. The chance to own a piece of history connected to a favourite sport, team, club or athlete has never been more attainable.  

What innovative brands are doing next

A recent article by Sports Illustrated explains, ‘Fan loyalty and emotional connections to teams and athletes remain at the heart of this booming industry (…) the market is becoming increasingly accessible to casual collectors through modern platforms offering authenticated items.’ 

Formula One is our longest serving partner and has seen remarkable growth in recent years, tapping into new and casual fans through the popularity of initiatives such as Netflix’s "Drive to Survive." The series has drawn millions, particularly from younger demographics, who value bingeable entertainment as well as cultural connections. It is not a surprise that  F1 Authentics has seen ever-growing demand across the same timeframe. Remaining at the forefront of technological development, such as the latest motion simulators, whilst expanding on opportunities for fans to own items of historical provenance, such as bodywork in acrylic, authentic show cars and auctions of signed and race-used memorabilia, is taking the fan-engagement and ownership experience to new heights. According to a report by Deloitte, the global F1 memorabilia market grew by 30% between 2020 and 2023, and this growth shows no signs of slowing.  

MotoGP is also emerging with a global fanbase and grows in popularity year after year. Riders like Valentino Rossi and Marc Márquez have achieved legendary status, and their memorabilia continues to appreciate in value. From limited-edition signed helmets, to race-used leathers, and even replica world champions trophies, the vast range of different items being made available to fans via MotoGP Authentics highlights the potential for the sport to gain and retain audiences through unique access. A study by PwC forecasts a 15% annual growth rate in MotoGP collectibles through 2028, and a recent fan survey indicated that 35% of fans already actively purchase memorabilia.  

The UFC continues to dominate the combat sports arena, and being a sport focused on individuals rather than teams, its fans crave physical connections to their idols. This makes the autographed gloves, fight-worn shorts and jerseys, and signed event posters sold on UFC Collectibles highly desirable, with many items selling out quickly soon after events take place.   

Multi-sports for the multi-taskers

A historic assumption with collectibles and memorabilia was that the market remained exclusive to super fans of a specific sport. And for a time, this may have been true, with limited products available for public purchase and the high-end costs associated with scarcity pieces. The nature of collecting used to mean someone had to be heavily invested in a niche to seriously consider becoming the steward of a unique and authentic item – but the way in which we watch sports has evolved and as such, so has the way we foster sporting fandom.  

Whilst dedicated fans who invest fully as advocates of singular sports will remain, the plethora of options to fill entire weekends with sports content has seen a rise in audiences that have more general interests. It is not uncommon for a sports fan to take in ball games, motorsport races and combat events all within a 24hour period; shifting primary focus when a highly competitive rivalry adds an extra layer of controversary or intrigue, or more predictable spikes around finals, championship bouts and culmination events across the sporting calendar. 

This also relates to generational casual viewing experiences, where sports and entertainment play continuously, whilst viewers scroll on their phones, taking in the highlights, but not necessarily analysing every finer detail. The habits of a technology orientated society is not something new anymore, and media and content reflect this, but we are starting to see a realisation that these shorter bursts of undivided attention are far from an indication of less passion or any kind of barrier to commercialisation.  

Social multi-tasking was once considered a ‘younger generation’ indicator, but children who were born into a world of smartphones and multi-sport watching are now becoming parents themselves and have the earning potential to shape where markets, like sporting memorabilia and collectibles, go next. Making products available to customers during or directly after events finish, for example, is just one way fans are encouraged to own the moment, in the moment.  

Painting a persona portrait

It is the story behind an item of memorabilia or a collectible that often holds the most value – its significance and encapsulation of a moment in time.  

21st century fans are used to personalising every aspect of their entertainment and living experience, and what better way to show commitment and connection to tribes, than to own a piece of them. In a crowd of replica items, only a handful of people can achieve the status of owning something sourced directly and even more exclusively, authentically signed or endorsed by the stars of the show.  

There are endless ways to showcase memorabilia, and this artistic element also allows collectors to personalise their spaces, curating collections that fulfil multitudes of needs, from conversation starters that reflect their passions to décor that reconnects a person to their roots, whether at work or at home. Individual aspects of the sports and teams enjoyed and followed become part of a person’s identity - it’s a love that could last a lifetime but is easier to remove than a tattoo if ever opinions changed!  

 

Trust enabling growth

One of the barriers to entry in collecting sports memorabilia has historically been concerns over authenticity. We have all seen ‘too-good-to-be-true' items spammed across mass online platforms, with buyers often relying on hope and good faith when it comes to legitimacy. However, advancements in technology in recent years have significantly improved transparency and trust in the marketplace. Collectors can now acquire items from official partners endorsed by the brands, teams and athletes themselves, allowing them to invest significantly with confidence - knowing that the provenance of a piece is verifiable, adding to its overall value.  

This is one of the principles Memento Exclusives has been built on, aiming to legitimise sports memorabilia and collectibles through official partnership endorsements and trackable and certified products. We use a Near Field Communications (NFC) authentication programme across all our brands to ensure authenticity and enable the purchaser to officially register their ownership. Customers need only locate the unique authenticity hologram on their product or certificate supplied, hover their mobile device over its top edge and visit a unique and secure link for full peace of mind.  

Collectors today have more tools and information than ever to make smarter decisions about their collections. It is no coincidence that as technology and authentication has refined and made certain memorabilia undisputably trustworthy, that investment levels and popularity have grown – and continue to do so.

There is no denying that the pandemic and lockdowns of 2020 had a significant impact on the popularity of memorabilia and collectibles. A captive audience was stuck at home and searching for items that could combine a semblance of normality with past enjoyments and hope for the future. Memento Exclusives saw a huge surge in interest that catapulted the business forward during this time. Significantly, this was not a finite moment that passed when restrictions lifted as quickly as Friday night video call quizzes did. Pandora’s jar had been opened, and it was officially licensed and authentic sports items inside.  

Half a decade on from that explosion of interest and rather than slow down, new developments have ensured the fire is burning brighter than ever. Young adults who experienced that time are five years older, have more earning potential and have retained enthusiasm for the outlays they built interests in. A 2024 Bank of America report, which surveyed wealthy individuals on their investment habits, shows an outsized interest in collectibles among Gen Z and Millennials when compared to their older counterparts. In that study, 94% said they were interested in collectibles.  

These audiences have also grown up with examples outside of the sporting world highlighting the potential of memorabilia. They are the Pokémon card generations that witnessed the celebrity status and portfolios worth millions that others have managed to build. Platforms like Instagram and TikTok have paved the way for this generation to share their interests and become micro-influencers, many of whom value and champion collectibles, further driving demand. 

Entertainments past, present and future

An influx of documentaries focusing on legendary athletes and historic sporting events in recent times has also spurred renewed interest in related memorabilia. As fans consume content that celebrates the past, they look to connect physically with that history, leading them to collect items that represent those moments. But the convergence of sports and entertainment has played a critical role in driving the popularity of sports memorabilia and collectibles in 2025 too. Today’s athletes are not just sportspeople, but global influencers, engaging with fans in unprecedented ways and turning every game, match and race into a spectacle with storied legacy.  

A clear indicator of ongoing appetite in 2025 is that records continue to be broken. Last year, a Babe Ruth Jersey became the highest value sports memorabilia item ever after selling for over $24million at auction. The record was previously held by Michael Jordan's Chicago Bulls shirt from the 1998 NBA finals, which fetched $10million just three years prior. Importantly, it’s not only deeply historic items that continue to gain momentum – as customers appear to see investment potential in events happening today, such as Freddie Freeman’s walk-off grand-slam ball from Game 1 of the 2024 World Series joining the top sporting auction record books after recently selling for $1.56 million.  

The age of investment

Many of the customers of Memento Exclusives would never dream of selling the cherished items they purchase from us and our partners, but there is no denying that over time sports memorabilia can prove a wise investment. Much like fine art or rare coins, some sports memorabilia and collectibles could appreciate in value, especially if its lovingly looked after then passed on to future generations.  

As with any portfolio of specialist items, collectors increasingly speculate on newly manufactured goods, including those signed or associated with young stars before they hit the highest heights their careers might reach. Whilst decorated champions such as Max Verstappen, Jon Jones and Marc Márquez remain extremely popular on our F1 Authentics, UFC Collectibles and Moto GP Authentics platforms respectively, we equally see great interest in up-and-coming future stars, who are growing new fanbases in their own rights.  

A 2024 article by Money Week explains, “By incorporating some form of collectables into your investment portfolio, you are adding another layer of diversification(…)the low level of correlation between the value of collectables and the broader stock market means collectables could be resilient during difficult periods(…) as with any investment, there is no guarantee that this will happen and for many people, their investment is usually also tied up with passion.” 

Additionally, geographical developments such as the growing middle class in Asia is contributing to a surge in disposable income for some in 2025, enabling new buyers with existing interest to enter the market. Whilst the majority of our customers do continue to hail from Europe and the United States presently, Memento Exclusives very quickly became a global business and international engagement with our products grows all of the time, especially as the sports we engage with evolve their international presence each year.  

Back to the Future

What once may have been dismissed as fleeting nostalgia has metamorphosised in into something much more powerful. In some ways, sporting memorabilia has become the closest thing to time-travel in 2025 that we have. Whether purchasing something historic to transport us now or setting this experience up for ourselves or loved ones in future - the visual cues on historic sporting items have a unique ability to trigger recent and historic personal memories. That is the secret magic behind owning the moment – where each item takes you is exclusive to your own experience.  

Maybe the sponsor on the item is something you interacted with alongside a relative – or perhaps the design of the badge sends you back to your school days. Maybe you were there with your friends when the item, now in your possession, made history and you can still hear the roar of the crowd when you hold it in your hands. It’s the closest many of us will ever get to the food critic flashback in Ratatouille. Those types of feelings belong to a person’s fabric - emotions that money can’t buy - but memorabilia and collectibles can bottle that feeling and keep it safe like nothing else.  

As the data suggests, this is no longer a trend - it’s the evolution of how fans connect with the sports they love. 

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