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This September, Sotheby’s and Fanatics are poised to transform the trading card industry with the launch of their inaugural auction, titled “Holy Grails.” This landmark event will feature an expertly curated collection of over 40 of the rarest and most sought-after trading cards from both the 20th and 21st centuries, highlighting iconic athletes such as Tom Brady, LeBron James, Jackie Robinson, Roberto Clemente, and many others.

The “Holy Grails” auction is a homage to the passionate pursuit of these rare collectibles, which have long been the ultimate prize for dedicated collectors. Sotheby’s and Fanatics have responded to this deep-seated admiration by assembling a selection of the most exceptional and elusive cards—the true “Holy Grails” of the collecting world.

The event will take place at the Harlem Parish, a beautifully deconsecrated church located on West 118th Street in New York City. This historic venue provides a fittingly reverent atmosphere for the exhibition and auction, transforming the space into an immersive experience that blends the energy of a stadium with the elegance of high-end luxury. The exhibition will be open to the public from September 23 to 24, culminating in the live auction on September 24.

The “Holy Grails” auction is the latest in a series of innovative experiences by Sotheby’s that aim to redefine the traditional auction format. Earlier this year, Sotheby’s captivated the watch-collecting community with “Rough Diamonds,” a uniquely curated auction held in an underground wine cellar, showcasing avant-garde timepieces in an unexpected and atmospheric setting. With “Holy Grails,” Sotheby’s and Fanatics are bringing a similar sense of disruption and innovation to the trading card industry.

“Our goal from the beginning was to create an immersive auction experience unlike anything the trading card industry has ever seen,” said Brahm Wachter, Sotheby’s Head of Modern Collectables. “By choosing the iconic Harlem Parish as our venue and incorporating bold visual displays, we’re reimagining what trading card collecting means for enthusiasts today. This innovative approach not only shakes up the industry but also brings trading cards into the modern era in an unprecedented way.”

Chris Lamontagne, president of Fanatics Collect and Fanatics Live, added, “We’re thrilled to be part of creating an auction experience that the hobby industry has never seen before—from the creative setup of the venue to the incredible cards being auctioned, to the fans and collectors who will be in attendance.”

The “Holy Grails” auction is set to be a defining moment in the trading card industry, offering collectors and enthusiasts a chance to acquire some of the most prized and rare cards in existence while experiencing an auction environment that pushes the boundaries of tradition.