Ep.80 Building the Multi-Sport King Through NIL, Niche Sports, and Celebrity Autographs

CJ Breen, Director of Marketing and Licensing at Leaf Trading Cards, reveals how the company transformed from a dormant brand into the multi-sport and celebrity king of the hobby. From pioneering pickleball trading cards that generated $1M in year one (including a $45K one-of-one sale) to securing autographs from Kim Kardashian, The Rock, and Margot Robbie, CJ shares the relationship-first strategy that has helped Leaf compete with industry giants. Host Steven Schill and CJ discuss why hand-collating boxes matters, how NIL deals are reshaping athlete relationships, and why underserved niche sports present massive opportunities.

This episode covers:

- Leaf's incredible lineage from Jackie Robinson's rookie cards to the first Jaden Daniels autographs

- The NIL strategy: 70 exclusive high school and college athletes with relationship-building beyond just transactions

- Why showing up to high school games and family events wins deals over bigger competitor paychecks

- Pop Century: The celebrity trading card phenomenon (Kardashians, Stallone, Marvel cast, Ozzy Osbourne in one product)

- The pickleball explosion: Zero to $1M in one year, with Annalee Waters outselling Steph Curry

- Minor League Baseball Players Association deal: Access to prospects even with competitor exclusives

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