Average 1-day sales for Chicago Bulls items following the premiere of The Last Dance spiked 5,156% over what they averaged in the beginning of April. Searches for Jordan autographed basketballs and Jordan trading cards also spiked by over 50%.
The ESPN DIS, +2.96% and Netflix NFLX, +2.77% documentary series “The Last Dance,” built around Michael Jordan’s final season with the Chicago Bulls in 1997-98, has led to a spike in interest in Michael Jordan memorabilia.
Brandon Steiner, the founder of Steiner Sports Memorabilia who now runs the CollectibleXchange marketplace, says Michael Jordan is still far and away the top athlete in terms of memorabilia interest. Steiner explains that before Jordan, sports memorabilia was a regional business. Milwaukee Bucks jackets were sold only in Milwaukee and Orlando Magic autographed basketballs were mainly sold in Florida. With the emergence of Jordan, memorabilia exploded nationwide because everybody loved Jordan.The increased interest has prompted eBay to create a Jordan-centric hub on its website with its own URL: eBay.com/MJcollectibles.
According to market analysts at eBay EBAY, +0.17% , the platform has seen a 151% spike in purchases of Michael Jordan rookie cards since the series debuted in April.
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