Soccer...As An Asset Class?

Soccer...As An Asset Class?

Tonight, at 9pm EDT, the U.S. Men's National Soccer Team faces Uruguay in not only a pivotal match to advance in CONMEBOL Copa America 2024...

...but also a pivotal time for acceptance of Soccer in the πŸ‡ΊπŸ‡Έ United States of America πŸ‡ΊπŸ‡Έ

The FIFA World Cup 2026β„’ - Canada, Mexico and the United States is just around the corner. Soccer audiences, sponsorships, and attendance/ticket sales are all pointing in a positive direction.

With MLS sponsorship revenue up 𝘒𝘯 𝘒𝘴𝘡𝘰𝘯π˜ͺ𝘴𝘩π˜ͺ𝘯𝘨 17% 𝘠𝘰𝘠 2022 𝘡𝘰 2023 (𝘭𝘦𝘡'𝘴 𝘀𝘒𝘭𝘭 𝘡𝘩π˜ͺ𝘴... 𝘡𝘩𝘦 "π˜”π˜¦π˜΄π˜΄π˜ͺ 𝘌𝘧𝘧𝘦𝘀𝘡"), what could all of those new eyeballs surrounding the sport mean for collectors?

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Soccer Collectibles as an Emerging Asset Class in the USA: A Growing Investment Opportunity


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Source: Gallup,


In recent years soccer has been gaining substantial traction in the United States. Whether we attribute that to Messi joining FC Miami City, increased investments in stadiums and facilities, or just increased participation - Major League Soccer and professional "fΓΊtbol" across the globe has been having a banner year. Between successful FIFA World Cup and CONMEBOL Copa America 2024, and the MLS rounding out to 30 teams with San Diego FC in 2025...

...𝘩𝘰𝘸 𝘱𝘰π˜ͺ𝘴𝘦π˜₯ π˜ͺ𝘴 𝘡𝘩𝘦 𝘴𝘰𝘀𝘀𝘦𝘳 π˜ͺ𝘯π˜₯𝘢𝘴𝘡𝘳𝘺 𝘡𝘰 𝘴𝘢𝘱𝘱𝘰𝘳𝘡 𝘒𝘯 𝘦𝘯𝘡π˜ͺ𝘳𝘦 𝘯𝘦𝘸 𝘀𝘰𝘭𝘭𝘦𝘀𝘡π˜ͺ𝘣𝘭𝘦𝘴 𝘒𝘴𝘴𝘦𝘡 𝘀𝘭𝘒𝘴𝘴?

Traditionally dominated by American football, basketball, and baseball, the sports investment landscape is evolving, and soccer is increasingly becoming a focal point for investors. To get a sense for how mature this market is, let's look at the markets for one of the premier players/assets in the space, reigning World Cup Champion π‹π’π¨π§πžπ₯ 𝐌𝐞𝐬𝐬𝐒.


Lionel Messi: Soccer's Market Maker

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Source: CardLadder Player Index, "Lionel Messi"

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According to Collectors - Lionel Messi has 5 distinct assets (read: unique player trading cards) with a Market Capitalization in excess of $1mn. Combine that with an overall market cap of ~$27mn for Leo, and an estimated ~$70mn for total estimated market size for soccer trading cards in the US, and the rough edges of a a market size starts to come into shape.

(Quick note: worth highlighting that CardLadder likely 𝘷𝘒𝘴𝘡𝘭𝘺 𝘢𝘯π˜₯𝘦𝘳𝘀𝘰𝘢𝘯𝘡𝘴 the "true" market size, as CardLadder's market is constituted only of verified sales made on eBay's trading card marketplace and does not include the total global market of all transactions).


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Source: CardLadder Player Index, "Lionel Messi", T12M

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For Lionel Messi the last year...his trading card index is up an stratosphere ~26% YoY!

Soccer in the US is growing, market expansion and participation leads to significantly higher capital inflows into the industry...more inflows leads to more eyeballs...

...would you invest into a Messi ETF if there was one available?

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Christian Pulisic: The Search For An American Superstar


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Source: CardLadder Player Index, "Christian Pulisic", T12M

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With Messi's index up +25% in the last year, Pulisic's -5% decline is slightly ::sad trombone::

However...what Pulisic lacks in asset ROI he has been delivering on the pitch --> USA competitiveness. As America continues to ascend FIFA's global rankings, the spotlight will continue to grow brighter.

And if/when an American soccer superstar rises through the ranks...

...the hobbyists will be waiting - ripe for the chase, and ready to realize value.

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