Cardboard Gold: What I Learned From My Sons, Alex and Jon, About the Wild World of Sports Card Collecting

On this episode of Maxwell’s Iowa CoffeeCast, I sit down with my sons, Alex and Jon Schaeffer, for a deep, and surprisingly eye-opening, conversation about the world of modern-day card collecting. What started as a fun pastime has evolved into a booming, multi-billion-dollar global industry, blending hobby, business, and nostalgia into one frenzied subculture.

Alex began collecting during the early days of the COVID-19 lockdowns in 2020, when he stumbled into the hobby through online “breakers”, enthusiasts who livestream the opening of card packs and sell spots for specific teams. Jon joined in shortly after, intrigued by the opportunity to collect cards of athletes he’s covered through his sports broadcasting career. As I tagged along with them to the Capital City Card Convention, I found myself immersed in a world I never expected: part marketplace, part memorabilia mecca, and part time machine back to my youth.

From discussions about the hottest cards like Caitlin Clark’s exclusive Panini autographs, or a one-of-one Shohei Ohtani, to insider tips on PSA grading, we cover it all. We even talk about the growing influence of NIL (Name, Image, and Likeness) deals in college sports and how young athletes are now monetizing their signatures before they even go pro.

Alex shares the thrill (and anxiety) of pulling a high-value Josh Allen downtown dual card and navigating the complex process of grading and selling it. Jon talks about how collecting connects him to athletes he’s covered, and how his wife has started noticing both the joy—and the expense—of the hobby.

It’s not just about money, though. We discuss how the community aspect of collecting—whether trading with other fans, sharing hits on social media, or watching your kids discover it for the first time, keeps the heart of the hobby alive. Along the way, we draw analogies to bourbon hunting, Pokémon scalpers, and even the old-school satisfaction of cardboard and bubble gum.

Whether you’re a longtime collector, a casual fan, or someone who once jammed a Joe Rudi card in your bike spokes, this episode pulls back the foil wrap on a world that’s much more than just sports cards. It’s business, nostalgia, strategy, and joy, all in a single pack.