Andrew Pace
The world of basketball cards has evolved from its early beginnings in the 1910s to becoming a multi-billion-dollar industry. The first basketball cards were produced in 1910, in a series titled College Athlete Felts B-33, which included ten different sports. It wasn't until the 1930s and 1940s that the first recognisable basketball cards appeared, often included in packs of gum as a marketing gimmick. Since then, several companies have entered the market, including Bowman Gum, Topps, Fleer, and Star Company. The 1980s marked a turning point for basketball cards, with Fleer releasing a landmark set in 1986 that included rookie cards of future Hall of Famers, most notably Michael Jordan. However, the license to produce cards featuring NBA players was purchased by Panini in 2011, which became the world's largest and most successful sports card company.
| Characteristics | Values |
|---|---|
| First basketball cards | Produced in 1910 |
| First NBA cards | Released by Bowman Gum in 1948 |
| First basketball card sets | Released by Topps in 1957-1958 |
| Peak of basketball cards popularity | 1980s |
| Most iconic basketball card set | 1986-87 Fleer set |
| Most valuable card | Michael Jordan rookie card |
| Current leading basketball card manufacturer | Panini |
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What You'll Learn
The early history of basketball cards
The history of basketball cards is a rich tapestry that reflects the growth and evolution of the sport. The earliest basketball cards were printed as tobacco advertisements. In 1909, the T51 Murad 'College Sports' series debuted, featuring US colleges and universities with student-athletes participating in various sports. The Williams card, part of this series, is often considered the first basketball card.
Basketball cards continued to be included in tobacco products in the following years. The next series of basketball cards were issued in 1911, in two separate series: "T6 College Series" and "T51 College Series". These series included a variety of sports, with only six cards being associated with basketball.
It wasn't until the 1930s and 1940s that the first recognizable basketball cards appeared, featuring popular athletes of the day. These early cards were often included in packs of gum and other products as a marketing gimmick. The 1933 Goudey Sport Kings set is one of the earliest and most famous examples, featuring athletes from various sports, including basketball players Nat Holman, Ed Wachter, Joseph Lopchick, and Eddie Burke.
The first major basketball card set was produced by Bowman in 1948. This 72-card set featured several future Hall of Famers, including George Mikan, who is considered the first dominant big man in professional basketball. After Bowman's initial foray into basketball cards, there was a long hiatus until the next major set was released.
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The rise of Fleer and its eventual downfall
The Fleer Corporation played a significant role in the evolution of basketball cards and the sports card industry as a whole. The company was founded in Philadelphia in 1885 by Frank H. Fleer as a confectionery business, initially selling chewing gum and candy. Over time, Fleer ventured into the trading card market, releasing baseball-themed cards included in their candy products as early as 1885. However, their official baseball card debut came in 1923, with cards featuring in their "Bobs and Fruit Hearts" candy.
Fleer's entry into the basketball card market came much later, with their inaugural basketball set released in 1961. This set, containing 66 cards, included a Wilt Chamberlain rookie card, which has since become highly sought-after by collectors. Despite this initial foray, Fleer did not produce any new basketball card sets for the next 25 years. It wasn't until the 1980s that Fleer made a significant impact on the basketball card industry.
In 1986, Fleer released a landmark basketball card set that included rookie cards of future Hall of Famers, most notably Michael Jordan. This set is now considered one of the most iconic and valuable collections in the history of basketball cards. The Michael Jordan rookie card is especially revered and sought-after by collectors worldwide. Fleer's 1986 set helped revitalise the basketball card market and propelled the company into the 1990s as a major competitor to brands like Topps and Upper Deck.
However, Fleer's success was not destined to last. In 1995, Fleer merged with the trading card company SkyBox International, and they shuttered their longstanding Philadelphia plant. In 1998, SkyBox was acquired by Concord Confections, which was then bought by Tootsie Roll Industries in 2004. These changes in ownership and management seemed to impact Fleer's stability. In 2005, Fleer suspended its trading card operations and began liquidating its assets to repay creditors, essentially filing for bankruptcy. Upper Deck purchased the rights to Fleer and its products for $6.1 million, and Fleer became a sub-brand.
The final blow to Fleer's basketball card endeavours came in 2011 when the license to produce cards featuring NBA players was acquired by Panini. This development effectively ended Fleer's ability to release any new basketball-related products, marking the conclusion of Fleer's tumultuous journey in the basketball card market.
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Topps and its loss of NBA license
Topps, a leading producer of basketball cards, lost its exclusive NBA license in 2009, after Panini was awarded the rights to design and distribute licensed basketball cards. This marked the end of a long-standing relationship between Topps and the NBA, which dated back to the early 1990s.
The loss of the license meant that Topps could no longer feature NBA teams' names and logos, as well as players' names and numbers on its cards. This made Topps basketball cards less desirable to collectors. Despite this setback, Topps continued to produce basketball cards and remained a popular brand among collectors. The company had previously produced significant card sets, including its first basketball card set in 1957, which included stars like Bill Russell and Bob Cousy.
In 2022, Panini acquired Topps, gaining the exclusive rights to design and distribute licensed baseball cards through 2025. However, Panini's contract with the NBA expired in 2025, and the league opted not to renew it, instead awarding the license back to Topps. This decision was influenced by Panini's focus on rookie cards, which led to inflated prices and limited interest in cards featuring established players.
Topps is now set to regain its exclusive NBA license and begin producing licensed basketball cards again in October 2025. This development has sparked interest among collectors, who anticipate the release of Topps NBA card collections like Chrome, Cosmic Chrome, Finest, Three, and Dynasty. The return of Topps to the NBA card market is expected to bring a more balanced approach to card collections, showcasing a diverse range of players, including veterans, and their contributions.
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Star Company cards and their limited distribution
The Star Company produced basketball cards from 1983 to 1986. Their cards were only available through hobby shops and in team sets, making them less widely distributed than their competitors. The Star Company's limited distribution was due in part to their exclusive availability in hobby shops and team sets, as well as their small print runs and non-standard distribution methods.
The company's catalog contains some of the most valuable basketball cards of the modern era, including early Michael Jordan cards. The 1984-85 Star Company release is particularly noteworthy because several Hall of Fame players made their NBA cardboard debut in the set, including Jordan, Hakeem Olajuwon, Charles Barkley, and John Stockton. These cards are considered by some to be the true rookie cards of these players, while others classify them as extended rookies or pre-rookies.
The Star Company's cards have a distinct design, featuring an action image, a single-color border, a circle team logo in the corner, and white text. However, these cards suffered from cutting and centering issues, and those at the front of the team bags were subject to additional wear. The single-color borders also had problems with chipping. Despite these issues, the rare Mint and Gem Mint card versions command a considerable premium.
The exact print runs for each release were never disclosed, but it is believed that less than 8,000 total sets were produced in '84-'85, with some estimates as low as 3,000 for each team set. Primary distribution was limited to just a handful of outlets, and some regions were largely omitted. Additionally, the Star Company faced issues with counterfeiting, as over 125,000 fake Star cards were discovered by U.S. Marshalls.
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Panini becomes the leading basketball card manufacturer
The history of basketball cards is a rich and dynamic one, with several companies entering and exiting the market over the years. The first basketball cards were produced in 1910, but it wasn't until the 1930s and 1940s that the first recognisable basketball cards emerged, often included in packs of gum as a marketing gimmick.
In 1948, Bowman Gum produced the first NBA cards, with Topps, a well-established baseball card company, following suit in 1957. Despite these efforts, basketball cards initially struggled to gain popularity compared to baseball cards. The 1961-62 Fleer basketball set, featuring rookie cards of Wilt Chamberlain, Jerry West, and Oscar Robertson, is considered a significant milestone. However, basketball cards remained a niche hobby.
The 1980s marked a turning point, with the Fleer Corporation releasing a landmark set in 1986 that included the rookie card of Michael Jordan, now one of the most iconic and valuable basketball cards ever. The Star Company also produced early Michael Jordan cards during this period.
Amidst the dynamic history of basketball card manufacturers, Panini has emerged as the leading company in the modern era. Founded in 1961, Panini has grown into a multi-billion-dollar corporation and is recognised as the world's largest and most successful sports card company. In 2009, the NBA announced an exclusive, multi-year agreement with Panini, an Italian collectibles company, to become the sole manufacturer of NBA-licensed trading cards and stickers. This agreement, which ran through the 2012-13 season, marked a significant shift in the basketball card market.
Panini's success can be attributed to its emphasis on quality, artistry, and reputation. By negotiating exclusive trading card licensing deals with top sports leagues, Panini has established itself as the only company fully licensed by the NBA. Panini's entry into the basketball card market was highly anticipated, and the company has proven its savvy in the card market with its soccer and non-sport products. While some collectors expressed initial uncertainty, Panini's impact on the basketball card market has been significant, solidifying its position as the leading manufacturer.
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Frequently asked questions
The first basketball cards were produced in 1910 in a series called "College Athlete Felts B-33", which included ten different sports. Only 30 cards were associated with basketball.
The first NBA cards were produced by Bowman Gum in 1948, followed by Topps in 1957.
Fleer was late to the game, with Bowman and Topps predating the company. They released their first basketball set in 1961 and their iconic 1986 set, which included Michael Jordan's rookie card. The company filed for liquidation in 2005 and was purchased by Upper Deck.
Panini is the world's largest and most successful sports card company, having negotiated exclusive trading card licensing deals with several top sports leagues. They are currently the only company fully licensed by the NBA.
