The sports card industry boomed during the COVID-19 pandemic when sports fans lacked access to sporting events. Estimates now place the value of the sports card industry in the billions. Sports cards raise compelling questions concerning fan behavior: Why collect cardboard photos of athletes? This study examines fan motivations for collecting sports cards by examining comments on Reddit, a social media platform centered around shared interests. Informed by the Uses & Gratifications approach, a thematic analysis was used to examine 326 comments concerning user motivations for collecting sports cards. Seven reasons were identified: Fans collect sports cards because (1) sports cards are educational; (2) fans identify with athletes; (3) sports cards can be a financial investment; (4) sports cards are addicting; (5) sports cards nurture social connection; (6) sports cards are entertaining, and (7) sports cards provide escape from mundane and stressful life events.
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