Demand for sports memorabilia soars as auctions adapt post-COVID

Grey Flannel Auctions sees record prices as authentication and trust become key to the booming collectibles market

Published on Feb. 12, 2026

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The sports memorabilia market has seen a surge in demand and prices since the COVID-19 pandemic, with auction houses like Grey Flannel Auctions playing a crucial role in authenticating and validating high-end collectibles. The industry is expected to reach $227.2 billion by 2032, growing at a 21.8% annual rate. Auction houses provide a platform to showcase rare and valuable items to a wide range of buyers, with authentication and long-term relationships being key to building trust and confidence.

Why it matters

The rise in sports memorabilia prices and demand highlights the growing importance of authentication and trust in the collectibles market. Auction houses like Grey Flannel Auctions have built their reputations on providing a reliable platform for buyers and sellers, ensuring the authenticity of high-end items through extensive vetting and verification processes. This trend reflects the increasing value placed on rare and historically significant sports memorabilia as an asset class.

The details

Grey Flannel Auctions, a family-run company founded in 1989, has seen a "tremendous change in the market" with "record prices now top themselves for the last three years." The company says it provides a platform to showcase memorabilia to a broad range of buyers, with the "difficulty" of private sales being finding the right buyer at the right time. Grey Flannel's authentication process involves multiple experts and third-party grading, which gives buyers confidence in the value of the items. The competition for quality memorabilia is intense, with larger auction houses like Heritage Auctions posing major competition, but Grey Flannel emphasizes its niche expertise and long-term relationships with buyers.

  • Grey Flannel Auctions has seen record prices for the past three years.

The players

Grey Flannel Auctions

A family-run auction house founded in 1989 that specializes in game-used sports memorabilia and has built a reputation around authentication and long-term buyer relationships.

Michael Russek

The director of operations and owner of Grey Flannel Auctions.

Darren Russek

The auction manager at Grey Flannel Auctions, responsible for handling inbound leads and assisting buyers with item details.

Jason Grenberg

A sports memorabilia collector who relies on auction houses like Grey Flannel for their authentication and vetting process.

Heritage Auctions

A major competitor to Grey Flannel Auctions, with multiple divisions and a large staff of over 600 employees.

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What they’re saying

“We've seen a tremendous change in the market. As far as the amount of people interested in collectibles and the actual price that the collectibles are selling for, the shift has been astronomical.”

— Michael Russek, Director of Operations and Owner, Grey Flannel Auctions (azpbs.org)

“The biggest thing that gives me confidence is knowing the item has been authenticated and vetted before it even goes up for bidding. Auction houses do a lot of the research and verification themselves, so I don't have to rely on a seller's word.”

— Jason Grenberg, Sports Memorabilia Collector (azpbs.org)

“Very competitive across all frontiers.”

— Darren Russek, Auction Manager, Grey Flannel Auctions (azpbs.org)

What’s next

As the sports memorabilia market continues to grow, auction houses like Grey Flannel will likely play an increasingly important role in authenticating and validating high-value items, catering to both individual collectors and institutional investors looking to treat memorabilia as an asset class.

The takeaway

The booming sports memorabilia market highlights the importance of trust and authentication in the collectibles industry. Auction houses that can provide a reliable platform for buyers and sellers, backed by rigorous verification processes, are well-positioned to capitalize on the surging demand for rare and historically significant sports memorabilia.