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The inspiration behind a marketplace for women’s sports memorabilia

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There is a mystique with sports collectibles. When a team or athlete delivers a performance that fans cherish, they can bottle up those feelings of elation and pride and relive them through visual items commemorating the moment.

Game-worn memorabilia and framed and autographed photos featuring those types of iconic performances from athletes’ careers have become commonplace in men’s sports. They haven’t been as accessible, however, for fans of women’s sports.

Brandon Steiner, founder and CEO of CollectibleXchange, has set out to shift the paradigm, launching an online platform in August that sells memorabilia and merchandise for athletes exclusively in women’s sports. With The Collective Marketplace on Athlete Direct, he aims to highlight the one-of-a-kind athletes and show that there is a market out there for women’s sports memorabilia.

“I’ve always been a fan of trying to appreciate the greatness,” Steiner tells Just Women’s Sports. “When you look at a Sue Bird, or a [Diana] Taurasi, Mia Hamm, Serena Williams, I mean, these are not athletes that will be easily duplicated, and we may never see talent like this again.

“I want people to see that and appreciate it, and that’s the purpose of putting this collection together.”

The Collective Marketplace on Athlete Direct, backed by Wasserman’s women-focused division, The Collective, is athlete-controlled. That means the athletes Steiner works with can manage the commercial value of their exclusive memorabilia.

Among those currently selling game-worn jerseys, licensed products and autographs on the platform are Sue Bird, Breanna Stewart, Nneka Ogwumike, Alex Morgan and Megan Rapinoe. Currently, it’s the only online collectible marketplace dedicated solely to women’s sports.

The venture into women’s sports is new for Steiner, who founded Steiner Sports Marketing & Memorabilia in 1987 and worked primarily with men’s teams and athletes for over 32 years. (Steiner is no longer affiliated with Steiner Sports.)

When reflecting on why he made the jump, one specific moment comes to mind. Six years ago, Steiner was set to receive an award for his involvement in women’s sports. He asked his daughter if she would present him with the honor. She refused and told him he should, too.

“My daughter’s like, ‘No, I’m not giving the award. You haven’t done enough. What have you done? All I see you is making money with men and guys. Yeah, you help coach some women’s basketball and you do a couple of things, but you gotta do more,’” Steiner says.

The moment resonated with the career businessman. Realizing his daughter was right, Steiner vowed then and there to do something that would make an impact in the women’s sports space.

“It was a little bit of a wake-up call, a little bit of a push that I needed to get into this thing, and it started with her,” he says.

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Steiner launched The Collective Marketplace on Athlete Direct to make women's sports memorabilia more accessible. (Courtesy of Brandon Steiner)

Fans of women’s sports have grown accustomed to a lack of merchandise for their favorite teams and players. U.S. women’s national soccer team fans have lamented the shortage of jerseys on the team store. In the WNBA, a league of 144 players, the jerseys of only a select few players were labeled as “ready to ship” this season. The league has taken steps to increase supply after agreeing to a multi-year partnership with DICK’S Sporting Goods, but the concerns persist.

Athletes share fans’ frustrations, Steiner says, and recognize that licensing in women’s sports needs to improve.

The influx of sports memorabilia into the retail space helps, with items on Steiner’s platform ranging beyond soccer and basketball. Fans of April Ross and Alix Klineman, who won beach volleyball gold at the Olympics this past summer, can purchase signed memorabilia from their run in Tokyo. WNBA stars like Bird and Stewart have also taken their collections a step further, putting sneakers up for sale.

“I love Breanna Stewart’s sneakers,” Steiner says. “She’s a sneakerhead, and I love the fact that she’s got fashion.”

Steiner sees record-breaking accomplishments in women’s sports, like Bird and Taurasi’s fifth Olympic gold medal with USA Basketball, and wants them to receive the same attention as their male counterparts.

“It’s not a sidebar thing,” Steiner says, adding that he’d like to see women support women through investment.

“Guys are just into every sport, and they think because they watched something 20 years ago that now they’re an expert on women in sports,” he says. “But women should know. We’re going through a special time now in women’s sports.”

Just as increasing access to women’s sports games and coverage helps draw fans and grow the industry, expanding the market for women’s sports products can strengthen the foundation.

“You have an 11-year-old daughter — man, I want to put a picture of Diana Taurasi in her room rather than a picture of Steph Curry,” Steiner says.

Building the ecosystem of women’s sports, Steiner contends, will create a cycle of investment, demand and growth. The Collective Marketplace on Athlete Direct is part of what makes that possible, all in one place.

“It just puts it in a nice bow and a package,” Steiner says. “I think that’s the stuff that we should be celebrating and enjoying. There’s a lot of greatness, a lot of winning going on.

“My goal is to bring that [greatness] out. And I think you can do that a lot with the collectibles.”

(Editor’s note: The Collective Marketplace on Athlete Direct is a sponsor of Just Women’s Sports)

Emma Hruby is an Associate Editor at Just Women’s Sports. Follow her on Twitter @EHruby.

Final Four Spotlight: Can UConn End Their NCAA Championship Drought?

Final Four UConn players KK Arnold #2, Ashlynn Shade #12, Azzi Fudd #35, Jana El Alfy #8 and Paige Bueckers #5 of the Connecticut Huskies take the court against the Arkansas State Red Wolves during the first half of a first round game of the women’s NCAA basketball tournament.
UConn is headed to their third Final Four in the last four years. (Joe Buglewicz/Getty Images)

UConn might be the lowest seed left standing, but their championship pedigree looms largest of all, as the Huskies gear up to face No. 1 seed UCLA tonight in their quest to end a nine-year NCAA title drought.

“Before you even get here, you kind of know the pressures that exist by committing to UConn,” star guard Paige Bueckers said ahead of the Huskies’ 24th Final Four appearance. “It’s a decision you have to make even before you step on campus.”

UConn warms up during an open practice ahead of the 2025 NCAA Women's Basketball Tournament Final Four.
UConn takes the NCAA inal Four court against UCLA tonight. (Carmen Mandato/Getty Images)

Facing the Final Four with a healthy UConn roster

Reaching four of the last five tournament semifinals despite battling years of injury and availability concerns, UConn’s senior class is hell-bent on proving themselves once and for all on college basketball’s biggest stage.

This year’s run has benefitted greatly from backcourt duo Bueckers and Azzi Fudd, reunited in the postseason for the first time in over two years.

Freshman All-American Sarah Strong and key transfer Kaitlyn Chen round out the team's backbone.

"Sarah impacts the game in so many ways, that you just have so much confidence in her, so much belief in her," UConn head coach Geno Auriemma said of Strong. "I don't know. Can't explain it."

UConn star Paige Bueckers screams on the NCAA basketball court ahead of the 2025 Final Four.
Can UConn senior Paige Bueckers deliver an NCAA championship? (Sarah Stier/Getty Images)

Paige Bueckers powers the Huskies offense

Already UConn’s third all-time leading scorer, Bueckers has been on a scoring tear en route to the Final Four, dropping 30 points in her last three outings as she gears up to enter the 2025 WNBA Draft.

“When I say unique, I think she’s closer to one or two or three of most unique players I’ve ever coached,” Auriemma said. “And I’m really going to miss her.”

This Huskies squad has navigated both long-term adversity and recent hurdles with skill and confidence. But will they be the team that gets UConn back on the trophy-winning track?

Top NCAA Players Show Out at 2025 Women’s College All-Star Game

A general view of the mid-court logo prior to the Women's College All-Star Game between Team Lieberman and Team Miller on April 6, 2024.
The Women’s College All-Star Game tips off this Saturday. (Frank Jansky/Icon Sportswire via Getty Images)

March Madness isn’t the only game in town this weekend, as Saturday’s College All-Star Game provides WNBA hopefuls one last showcase before April 14th’s draft.

Voted on by members of the media and former coaches, this year’s roster features four All-Americans — Izzy Higginbottom (Arkansas), Shyanne Sellers (Maryland), Makayla Timpson (Florida State), and Harmoni Turner (Harvard) — alongside 16 All-Conference honorees.

Team Miller head coach Cheryl Miller huddles with her team during the third quarter of the Women's College All-Star Game between Team Lieberman and Team Miller.
Basketball icon Cheryl Miller will coach Saturday's Women's College All-Star Game. (Frank Jansky/Icon Sportswire via Getty Images)

All-Star Game showcases WNBA-bound talent

Saturday's matchup returned to Final Four Weekend in 2024 after an 18-year hiatus. The game gives seniors no longer playing in the NCAA tournament a chance to show off their skills in front of pro scouts and a sold-out crowd.

WNBA legends Nancy Lieberman and Cheryl Miller will coach two 10-player teams on Saturday. Longtime college coach Terri Mitchell serving as Game Ambassador.

An additional nine prospects are joining in for today’s All-Star Combine. Invitees include tournament standouts Michigan’s Jordan Hobbs and NC State’s Madison Hayes.

As college basketball grows more competitive, the game plays an important role in keeping the NCAA-to-WNBA pipeline moving.

How to watch the Women's College All-Star Game at the NCAA Final Four

The College All-Star Game tips off on Saturday at 3 PM ET, live on ESPN2.

Texas, South Carolina, UConn, and UCLA Tip Off the 2025 NCAA Final Four

The Connecticut Huskies practice ahead of the 2025 NCAA Women's Basketball Tournament Final Four.
The NCAA Final Four has arrived. (Ryan Hunt/Getty Images)

UCLA, UConn, Texas, and South Carolina have touched down in Tampa, each team laser-focused on tonight’s NCAA Final Four with a trip to Sunday’s national championship game on the line.

SEC titans Texas and South Carolina will square off for the fourth time this season, with the Longhorns looking to upset the reigning champs in their first Final Four appearance since 2003.

UCLA and UConn will later link up for the first time since 2023, with the Bruins fighting for a ticket to their first-ever championship game against a tournament-tested — but title-less — Huskies class.

South Carolina's Joyce Edwards tried to defend a shot from Texas guard Madison Booker ahead of the 2025 NCAA Final Four.
Texas faces SEC rival South Carolina in Friday's first Final Four matchup. (Adam Davis/Icon Sportswire via Getty Images)

Top-ranked teams square off in tonight's Final Four

Three of tonight’s teams entered the tournament as No. 1 seeds — Texas, South Carolina, and UCLA — while all four ranked among the AP’s Top 10 throughout the regular season.

“Not only is every team different in terms of their talent base and strengths and weaknesses, but their makeup internally is different,” UCLA head coach Cori Close said on Thursday.

“Whoever gets through this semifinal and final will have done it against the best of the best,” said Texas head coach Vic Schaefer. “We all understand it. It’s hard to do.”

"It’s going to come down to heart, effort, and controlling the things that we can control, which is attitude and effort,” echoed South Carolina senior Te-Hina PaoPao.

After a year of unparalleled parity at the top, there can still only be one winner — and whoever cuts the nets down on Sunday will surely be worthy.

Head coach Dawn Staley of the South Carolina Gamecocks reacts during a team practice prior to the 2025 Women's Final Four.
Dawn Staley and the South Carolina Gamecocks take the court tonight for their fifth consecutive Final Four. (Justin Tafoya/NCAA Photos via Getty Images)

How to watch the Women's Final Four and NCAA Championship this weekend

The Final Four tips off tonight at 7 PM ET on ESPN, with Sunday’s NCAA championship game starting at 3 PM ET on ABC.

‘Sports Are Fun!’ Takes Over Tampa for the NCAA Final Four

Cover image for Sports Are Fun! live at NCAA Final Four featuring Kelley O'Hara.
'Sports Are Fun!' took over Tampa for a special Final Four live show this week. (JWS)

Welcome to another episode of Sports Are Fun! presented by TurboTax.

Every week on Sports Are Fun!, co-hosts soccer legend Kelley O'Hara, sports journalist Greydy Diaz, retired NWSL great Merritt Mathias, and JWS intern BJ serve up their hottest takes on the biggest women's sports headlines.

This week, Just Women’s Sports brought Sports Are Fun! to Tampa for a live recording ahead of the NCCA Final Four.

Taped in front of a live audience, O’Hara and the crew were joined by some extra special guests. Hall of Famer Lisa Leslie, WNBA stars Aaliyah Edwards and Kelsey Mitchell, and UCLA standout Gabriela Jaquez all showed up to talk through the biggest weekend in college basketball.

'Sports Are Fun!' guests give their takes on the NCAA Final Four

Lisa Leslie on why UConn star Paige Bueckers doesn’t need a championship to secure her legacy

  • “There's a whole career beyond college… She’s about to be the No. 1 draft pick in the WNBA. Now, if she gets there and she doesn't have a stellar career in the W, then maybe we don't talk about her anymore. But I don't really see that happening.”

Aaliyah Edwards on what UConn needs to do to stop UCLA in the Final Four

  • “The first thing is, we just need to set the tone, play our game, focus on us. Because we've been doing great things. Second thing would be to limit the touches inside… And the third thing, which is like a UConn motto, is just play hard, play smart, and have fun.”
  • “Obviously respect to UCLA, but I think we got it in the bag.”

Kelsey Mitchell on NIL pressure and Olivia Miles entering the NCAA transfer portal

  • “I grew to respect people like Caitlin [Clark] because she handled it so gracefully… With Olivia, I'm sure whatever she decides to do, I'm going to say it was for her and what she needed for her career. But I hope consciously that they make decisions based on what they need for themselves.”
  • “Not all money is good money. Hopefully whatever she decides to do is for her and she goes where she’s loved and where she’s celebrated, not tolerated.”

Gabriela Jaquez on how UCLA is preparing for their Final Four matchup against UConn

  • “We're feeling great. We're feeling very confident, excited. I think coming here in the Final Four, it's such an extravagant experience, and I'm so thankful for it and these opportunities. But yeah, we all are here to play basketball and win games, and we're excited and we're really confident.”
Sports Are Fun! graphic featuring soccer legend Kelley O'Hara.
'Sports Are Fun!' places Kelley O'Hara at the intersection of women's sports and fun. (Just Women's Sports)

About 'Sports Are Fun!' with Kelley O'Hara

'Sports Are Fun!' is a show that’ll remind you why you fell in love with women's sports in the first place.

Join World Cup champ, Olympic gold medalist, and aspiring barista Kelley O'Hara as she sits down with sports journalist Greydy Diaz and a revolving cast of co-hosts and friends. Together, they're talking the biggest, funnest, and most need-to-know stories in the world of women’s sports.

From on-court drama to off-field shenanigans, to candid (and silly) chats with the most important personalities in the space, this show screams "Sports Are Fun!"

Subscribe to Just Women's Sports on YouTube to never miss an episode.

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