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The inspiration behind a marketplace for women’s sports memorabilia

Tim Clayton/Corbis via Getty Images

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.

‘The Late Sub’ Digs Into the Injury Report for NWSL and USWNT Star Trinity Rodman

A close-up profile of USWNT star Trinity Rodman looking out on the 2024 Olympic pitch.
Spirit star Trinity Rodman is away from the NWSL indefinitely with an ongoing back injury. (Harriet Lander - FIFA/FIFA via Getty Images)

In this week's episode of The Late Sub, host Claire Watkins breaks down the newly reported indefinite absence of NWSL star Trinity Rodman from the Washington Spirit, with the 22-year-old attacker rehabbing an ongoing back injury that could reshape the prospects of both the Spirit and the USWNT.

Calling her "the face of the NWSL," Watkins details the Spirit star's long-term back injury, which has led Rodman to seek treatment with a team doctor in London — all while acknowledging that she doesn't think her "back will ever be 100%."

Watkins digs into the potential contributing factors to Rodman's current injury status, including the USWNT's heavy use of the forward during the 2024 Olympic gold medal-winning run in Paris — and whether the team will make different decisions going forward due to the fallout on players like Rodman.

"I'm really curious if [USWNT manager Emma] Hayes and her coaching staff will adjust the way they approach strikers in the future, or forwards in the future, or rotation — or if this is just one of those many stories of a player giving it all for the United States and living with the consequences," says Watkins.

As for Washington, Watkins note that — in the wake of copious injuries — the Spirit is still finding ways to win, with club owner Michele Kang and the coaching staff shrewdly managing the depleted roster.

"I think they would be a juggernaut if they were healthy, but they can win pretty, they can win ugly," notes Watkins.

'An NWSL breaking point'

Watkins also points out that she thinks Rodman's choice to seek treatment in London could be significant, as the forward is currently in a contract year.

With multiple NWSL standouts recently defecting to European clubs, Watkins argues that the US league is hitting a "breaking point" when it comes to retaining top players.

"I am just really, really curious if, by the end of this season, this situation has led Rodman back to the Spirit or if this is the beginning of a player having to progress forward in a different environment," Watkins sums up.

About 'The Late Sub' with Claire Watkins

The Late Sub with Claire Watkins brings you the latest news and freshest takes on the USWNT, NWSL, and all things women's soccer. Special guest appearances featuring the biggest names in women’s sports make TLS a must-listen for every soccer fan.

Follow Claire on X/Twitter @ScoutRipley and subscribe to the Just Women’s Sports newsletter for more.

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Mid-Table Contenders Square Off in Sixth NWSL Matchday

Seattle's Ainsley McCammon and Ana-Maria Crnogorevic warm up before a 2025 NWSL match.
Coming off a big win against Portland, the Seattle Reign face a key mid-table matchup this weekend. (Steph Chambers/NWSL via Getty Images)

There's a traffic jam in the middle of the NWSL standings, with this weekend's slate bound to create some distance among mid-table teams jockeying to break free from the pack.

Between rising underdogs and top-dog rivalries, expect the 2025 NWSL season's sixth matchday to leave it all on the field:

  • No. 10 Houston Dash vs. No. 11 Utah Royals, Friday at 8 PM ET (NWSL+): Tied up at four points apiece, the pair of struggling teams just below playoff contention on the NWSL table will battle for a boost above the cutoff line as the recently sold Royals take a trip to Texas on Friday.
  • No. 3 Washington Spirit vs. No. 4 Gotham FC, Saturday at 1 PM ET (CBS): This week's top-table showdown features two injury-struck East Coast rivals getting rowdy at Audi — can Gotham turn things around or will Washington keep persevering?
  • No. 9 Bay FC vs. No. 8 Seattle Reign, Saturday at 10 PM ET (ION): Seattle holds a slim tie-break over Bay FC as both teams hug the playoff line, with the Reign looking to build on last week’s Cascadia Clash victory over Portland.

This weekend has the potential to divide the contenders from the pretenders, while the league's top three clubs continue to hold court over the rest of the field.

Spirit, Gotham Stoke East Coast Rivalry Flames in Saturday NWSL Matchup

Washington goalkeeper Aubrey Kingsbury makes a save against East Coast rival Gotham during the 2024 NWSL semifinals.
The Washington Spirit knocked East Coast rival Gotham out of the 2024 NWSL Playoffs. (Tim Nwachukwu/Getty Images)

Saturday's soccer lineup underlines a brewing East Coast rivalry, as the Washington Spirit hosts Gotham FC for the first time since knocking the Bats out of the 2024 NWSL semifinals.

"Just playing against them, you feel that fire," Spirit forward Makenna Morris told JWS this week, with Washington's Audi Field anticipating a large crowd for Saturday's match.

Both clubs know each other well, with 2021 NWSL champions Washington and 2023 trophy-winners Gotham seeing a number of big-name players migrating between New York and DC in recent years.

After finishing 2024 in the league's top four, both teams continue to lurk near the top of NWSL table this season, cementing the idea that the best rivalries blossom between winning sides.

"The [team] that poses the most challenge to you, it just makes you want to beat them so bad," said Washington midfielder Gabby Carle.

"You hate to play them because they're good, but you also love it because it's so competitive," echoed Morris.

Ultimately, familiarity is breeding healthy resentment between two of the NWSL's winningest sides, providing a little extra incentive to secure all three points in this weekend’s matchup.

How to watch NWSL rivals Washington vs. Gotham this weekend

The Spirit will host East Coast rival Gotham at 1 PM ET on Saturday, with live coverage of the 2024 NWSL semifinals rematch airing on CBS.

WSL Clubs Fight for Survival in Champions League Semifinals

Barcelona's Claudia Pina celebrates her goal by pointing at teammate Alexia Putellas during their first-leg 2024/25 Champions League semifinal win over Chelsea.
Chelsea will attempt to overcome a 4-1 deficit against Barcelona on Sunday. (Ruben De La Rosa/NurPhoto via Getty Images)

As the 2024/25 UEFA Women's Champions League (UWCL) wraps up its two-leg semifinals on Sunday, the English teams still in the running find themselves on the brink of elimination from Europe's most prestigious club competition.

Facing a 4-1 deficit against reigning champs Barcelona, Chelsea will aim to close the gap — and keep their historic quadruple hopes alive — at home this weekend.

Meanwhile, Arsenal will try to overcome a more manageable 2-1 deficit against eight-time Champions League winners Lyon, traveling to France to keep their UWCL campaign alive.

An English side hasn't won the UWCL since 2007, when Arsenal took home the WSL's lone European championship trophy.

"Huge respect for their history and what they have been doing and producing in the Champions League, in Europe," Arsenal manager Renée Slegers said of Lyon. "I think they're still a very strong side."

"Subconsciously, you always have that thing when you fall short, like last year," said Lyon midfielder and USWNT captain Lindsey Heaps, reflecting back on last season’s title loss to Barcelona. "You lose a game, you lose a tournament – the feeling is there until you're back in the the games that can fix that feeling."

How to watch the 2024/25 Champions League semifinals

Sunday's second leg of the 2024/25 Champions League semifinals kicks off with Chelsea vs. Barcelona at 9 AM ET, before Arsenal faces Lyon at 12 PM ET.

Both matches will air live on DAZN.

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