Fanatics Collectibles, in collaboration with Fanatics Live, has introduced a new initiative, 'The Ten', designed to highlight and reward the discovery of the top 10 sports cards in the market. This innovative program, launched on Wednesday, draws inspiration from lists like the "Billboard Hot 100" and the FBI's "Most Wanted", showcasing a dynamic selection of 10 cards spanning all sports. Collectors who successfully pull one of these cards on the Fanatics Live app will be awarded $10,000 in Fanatics Live credit.
'The Ten' will feature a monthly rotation of cards, chosen for their popularity and rarity, such as the 2023-24 Bowman Chrome University Bronny James/LeBron James 1/1 dual-auto card, and the yet-to-be-pulled 2023 Bowman Chrome Baseball Draft Tom Brady 12/50 inscribed card.
The inaugural list includes legendary athletes like Tom Brady and Steph Curry, alongside rising stars such as MLB's Corbin Carroll and Anthony Volpe, and NBA's Luka Doncic and Chet Holmgren. This diverse portfolio will encompass cards from various brands, including Panini, Upper Deck, Topps, and Bowman.
James Kollar, senior director of marketing at Fanatics Live, expressed the program's goal to enhance the collecting experience, emphasizing their commitment to giving back to collectors and the hobby. The initiative aims to foster community engagement, allowing Fanatics Live participants and the collecting community to have a say in the monthly card selections.
'The Ten' also serves to promote new products and reinvigorate interest in existing releases with chase cards. It provides dealers and collectors with a platform to showcase these cards, creating excitement and discussion within the community.
Fanatics Live plans to feature pack and box breaks and special shows around 'The Ten', celebrating major discoveries and announcing the upcoming cards. A dedicated webpage will track the cards and their finders, adding to the narrative.
The program, which may include guest athletes and additional prizes, focuses on the stories behind the collectors and their finds, offering a unique storytelling aspect. Since its debut, Fanatics Live has experienced consistent growth, with an average watch time of 56 minutes, highlighting its emergence as a community-focused platform. Kollar shared his enthusiasm for the program's potential impact on the Fanatics brand and the collector community.