Phelps Autograph Cards Generate Demand, Publicity

The remarkable Olympic accomplishments of Michael Phelps have made him a hot name among autograph collectors worldwide. That demand has been reflected in a rapid rise in value for his only autographed trading card issued to date.

Cards signed by Phelps as part of the Fans of the Game insert in 2004 Leaf Rookies & Stars Football have been selling for as much as $800 on eBay. Prior to the Olympics, that same card was going for less than $50. Donruss produced about 300 of the autographed cards and about 5,000 unsigned versions.

The price surge sparked coverage by several national media outlets, including ESPN and CNN. That coverage has resulted in a flurry of phone calls to Donruss Marketing Director Scott Prusha. “I’ve been asked by a lot of these outlets if this (rise in value) is unique in the card category, and I can honestly say it is,” Prusha said. “You see spikes in cards all the time, but not to this degree. This is a whole different level, because this is being generated by demand worldwide.”

While there have been plenty of U.S. Olympic heroes over the years, their presence in trading card sets has been fairly limited. With today’s marketplace offering the opportunity to include select Olympians, past and present, as elements in insert sets and a broader acceptance among collectors for the “blending” of other sport stars and entertainment figures within a product, it provides card makers an opportunity.

“We’ve done a couple of product lines in the past that have featured athletes known for their Olympic success,” Prusha said. “One of the strongest selling cards out of last year’s Americana product is (softball star) Jenny Finch. (Swimmer) Amanda Beard is also in the product.”

Prusha said the chance to offer autographs attracts non-traditional collectors. “If you want a certified autograph of one of these stars, often the only thing out there is a trading card. So that’s helping awareness of cards as a source for authentic signatures.”

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