A sports card and memorabilia retailer backed by Super Bowl champion Tom Brady plans to open its flagship store in New Jersey.

After Brady acquired a 50% stake in CardVault, the Boston-based company expects to rapidly scale its footprint both physically and digitally, according to a recent press release announcing the deal.

The venture also rebranded as “CardVault by Tom Brady” as part of an effort to leverage the former quarterback’s global following to reach new collectors, investors and sports enthusiasts.

Currently, it has two shops in Massachusetts (TD Garden and Gillette Stadium) and a store in Connecticut (Foxwoods Resort Casino).

This spring, it plans to launch a flagship right next to MetLife Stadium in East Rutherford at American Dream mall, according to the press release.

Additionally, CardVault said it’s looking for other locations near sports hubs across the U.S. and in major international markets.

Founded in 2020, CardVault provides collectors with a way to buy, sell, grade, and trade sports cards and collectibles. Its stores also feature authentication services; exclusive VIP trading experiences; and a curated selection of cards, collectibles and memorabilia.

Beyond adding physical locations, CardVault aims to boost its digital reach with exclusive content. It will also begin hosting live-streamed box breaks, which are a form of on-demand shopping for sports cards and collectibles.

‘A strategic and sentimental play’

In a statement, Brady shared, “Sports collectibles and cards have been part of my DNA since childhood, and CardVault has set the gold standard for what a modern fan experience should be.”

He added, “This isn’t just about buying and selling cards; it’s about curating history, building community, turning fans into collectors, and giving them access to own great moments in sports.”

Throughout Brady’s 23-year NFL career, his trading cards have consistently shattered records and some of the rarest pieces have fetched millions, CardVault said.

After retiring in 2023 as the most decorated player in league history, Brady has remained active in his business career.

In addition to CardVault, Brady has ownership stakes in the NFL’s Las Vegas Raiders, third-division English soccer club Birmingham City and the WBNA’s Las Vegas Aces. Last year, he merged his sports nutrition brand TB12 and sportwear line Brady with apparel company Nobull.

Brady is also a strategic advisor for Delta Air Lines and a lead NFL analyst for Fox Sports.

In recent years, Brady has become active in the trading card community, The New York Times reported. As part of a partnership with Fanatics-owned card manufacturer Topps, he has made appearances at hobby shops around the country. 

After noting the “passionate global demand and loyal collector base” in the sports card market, the company described Brady’s transition into his newest business venture as “both a strategic and sentimental play.”

CardVault co-founder Ed Kane said, “The intersection of sports, culture, and collectibles has never been more relevant. Tom Brady is bringing his lifelong passion for card collecting, business acumen, brand power, and relentless pursuit of excellence to CardVault. Together, we are ready to build something truly game-changing.”