DIVERSIFYING WITH COLLECTIBLES

The collectibles market is booming. During the pandemic, folks with old collections dug them out, new collectors came to market, and trading activity and prices across categories from sports memorabilia to fine wines soared.

“I can’t even count the number of people who contacted us during the pandemic who hadn’t touched their collections in more than 10 years,” says Scott English, executive director of the American Philatelic Society in Bellefonte, Pa., who welcomed attention on stamps when four 1918 Inverted Jenny stamps—so-called because they were printed with an upside down airplane—fetched a record US$4.9 million at Sotheby’s last year.

Sales of global collectibles are expected to grow to US$692 billion from $412 billion over the next 10 years, according to Market Decipher, a Canadian market research firm.

For investors, a long view is advisable, says David Savir, CEO of Element Pointe Advisors, a wealth management firm in Miami. “Many collectibles are at values that may not be sustainable for the next two to three years,” he says. “Anyone buying should be holding them for over a decade and not expect to profit in the short term.”

The highest level of trading activity is in sports collectibles, boosted by the entry of sports-related nonfungible tokens, or NFTs, which exploded to $1 billion in sales last year—bigger than the entire 2020 NFT market—and are expected to reach $2 billion this year, according to the London-based consultancy Deloitte.

The overall NFT market surged to $24.9 billion last year, including digital creations from high-end fine art to collectibles. Sales of popular collectible series haven’t waned: In March, sales of Bored Ape Yacht Club and CryptoPunks hit $257 million and $81 million, respectively, according to CryptoSlam, an aggregator of NFT data.

Tangible sports memorabilia aren’t taking a back seat to NFTs: Sales in the traditional $4 billion arena have been breaking records. Last year, a Dallas Mavericks star Luka Doncic rookie NBA trading card sold for $4.6 million—the most fetched for a basketball card—and a 1952 Mickey Mantle card hit a record for baseball cards, at $5.2 million.

For classic cars, the first quarter of each year is when three of the biggest car auctions take place, says Juan Calle, co-founder and CEO of Classic.com, a site that tracks car market data. This year’s quarter closed with a total sales volume of $1.3 billion, double the same period last year, Calle says.

While other categories have less practical value, they can be attractive diversifiers for investment portfolios.

Consider fine wine’s low correlation to the S&P 500: just 0.3, which is lower than gold, real estate, or any traditional portfolio-balancing asset class, says Anthony Zhang, co-founder and CEO of Vinovest, which runs a portfolio of 500,000 collectible wine bottles stored in custom-built warehouses around the world. “We’ve seen a big uptick in interest from people who you wouldn’t traditionally think of as wine enthusiasts,” he says.

The wine market tends to shrug off factors that send stocks reeling, but has other sensitivities, such as tariffs and even gift-giving policies in authoritarian nations. When China banned gifts to government employees in 2011, popular Bordeaux wine values plummeted, says Robbie Stevens, Americas Territory Manager for London-based Liv-ex, a global marketplace for fine wine.

The broad Liv-ex 1000 index was up 19% in 2021, driven primarily by the popularity of Champagne and Burgundy. In the 12 months through March, Liv-ex’s index for Champagne was up 47.8%, and for Burgundy, 36.8%.

But no category is immune to broad economic trends, says financial advisor Savir. “Collectibles are more vulnerable to price declines in a recession than other assets, given the nonessential nature of many of them.”

This article appeared in the June 2022 issue of Penta magazine.

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

DIVERSIFYING WITH COLLECTIBLES

Sales of global collectibles are expected to grow to US$692 billion over the next 10 years.

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.