How Tom Brady is turning his childhood passion for cards into a business empire

Tom Brady’s journey is a story of defying the odds , from the 199th pick in the 2000 NFL Draft to a seven-time Super Bowl champion. Yet, in a more personal reflection, Brady recently inaugurated CardVault by Tom Brady, a premium sports card and memorabilia store, marking a full-circle moment in his life. This flagship store, located at the American Dream Mall in East Rutherford, New Jersey, isn't just another business venture. For Brady, it’s a connection to his roots, where his love for trading cards first began.
Brady has been fascinated with sports cards since childhood, spending hours at his local card shop, flipping through cards and dreaming of rookie treasures like the 1984 Don Mattingly Topps card. He recalls how those early years shaped him, not just in terms of sports knowledge, but in vital life skills. “Math, economics, business, friendship, relationships, time management, integrity, asset management, financial discipline, investment strategy — I learned all of these things through my love for trading cards,” he shared in his 199 newsletter. This passion ultimately helped shape his approach to greatness both on and off the field.
CardVault isn’t just a store, it’s an educational experience. Brady aims to inspire the next generation of collectors, offering a space where enthusiasts, whether they’re newcomers or seasoned collectors, can immerse themselves in the world of sports cards. The store’s immersive design and community-focused approach reflect Brady’s desire to pass on his knowledge and passion for the hobby, ensuring that collecting remains relevant in the digital age.

CardVault’s rapid expansion reflects not only the growing interest in the hobby but also the appeal of Brady’s brand. Since opening its first location near Gillette Stadium, followed by others at Foxwoods Casino and TD Garden, the New Jersey store marks the fourth and most prominent addition. Co-founder Chris Costa shared insights into their strategy of placing stores in high-foot-traffic locations, such as near stadiums, arenas, and retail hubs. This ensures that potential collectors even those who might not actively seek out a card store are exposed to the hobby in exciting, unexpected ways.
The business is seeing significant growth, especially since Brady’s involvement. Costa revealed, “Our business is up 50% month over month with Tom on as a partner,” crediting Brady’s reputation, insights, and network for helping propel the store’s success. It’s clear that Brady’s influence has been a key factor in driving the store's expansion.

Brady’s involvement in CardVault extends far beyond just being a recognizable face. He brings deep passion and valuable insights to the business. Costa highlighted the importance of Brady’s input in shaping the direction of the store. “Tom’s vision, his team, and his love for the hobby have been instrumental in the changes we’ve made,” Costa said.
But the Brady effect isn’t just about business acumen. It also plays a significant role in attracting customers and partners. Costa explained that Brady’s name opens doors, providing them with negotiating leverage, especially in securing prime retail spaces. "Who wouldn’t want Tom Brady opening a business in their local property?" Costa joked, emphasizing how Brady's involvement has elevated CardVault’s profile.

CardVault’s success also stems from its strategy of making sports cards accessible to everyone. While it caters to seasoned collectors with high-value items, the store also ensures that there are plenty of affordable cards for newcomers. Whether it’s a Tom Brady card for $30 or an Eli Manning card for $5, the store encourages people to start their collection at their own pace.
In a world dominated by digital platforms like eBay, where collectors often rely on price comparisons, CardVault offers a unique advantage: immediate transactions. “One of the benefits of having a brick-and-mortar store is you can give the customer cash now,” Costa explained. This liquidity encourages collectors to reinvest their money into new cards, providing them with a dynamic, hands-on experience that digital platforms can’t match.

Looking ahead, the vision for CardVault is clear, expand quickly and bring the excitement of collecting to fans across the country. Costa mentioned that they plan to open a store a month, with new locations strategically placed at venues adjacent to iconic stadiums and arenas. This model not only capitalizes on foot traffic but also creates a lasting connection between fans and the world of sports cards.
In the coming years, we can expect to see CardVault’s influence grow, with Brady’s vision continuing to shape the future of sports card collecting. “We’re trying to be the entry point for the new collector, while still being able to support the advanced collector,” Costa said.
As Brady’s personal collection continues to evolve, fans can expect to see pieces of his history on display at these new locations, further cementing the connection between the athlete, the hobby, and the community of collectors.
For Brady, it’s not just about trading cards , it’s about creating a space where passion, learning, and nostalgia converge, offering a gateway for the next generation to discover the joy of collecting. And for Tom Brady, who has conquered the football field and now the world of sports memorabilia, it seems that his full-circle journey is far from over.