The American billionaire was in London to launch the new flagship Fanatics Collectibles store on Regent Street as the booming collectibles hobby scene heads to the UK after becoming big business in the States.
Rubin was joined by Rio Ferdinand to launch the store, as well as Premier League stars such as Dominic Solanke, Tosin Adarabioyo and Destiny Udogie, as fans got a first look at a wide-range of rare and exclusive collectible items.
“It’s super exciting,” said Rubin. “There are more than 1,000 hobby stores in America, there are very few over here. You come to Europe and if you’re lucky there are 100 hobby stores in all of Europe.
“Only a small, single-digit percentage of people that collect cards in America, and it’s much smaller over here. It shows us how much growth is ahead of us, how early we are in this incredible hobby.
“This store is going to introduce so many people that aren’t collectors to the hobby, and that’s incredible for us. This is all about taking people that have heard about it and getting them into it. That’s an incredible opportunity for us.”
Rubin has already experienced collectibles success in America, having transitioned into the market in 2021.
Fanatics secured rights with leagues such as the NBA and MLB before expanding its portfolio to include the NFL, WWE and UFC.
Now, Fanatics has secured the rights for Premier League trading cards to go alongside its Champions League rights as it looks to revolutionise the football collectibles market.
He added: “London is such a great hub, so many people come through the city and to be able to have them come see these incredible cards. We are launching Premier League cards in a couple of months, we are the exclusive makers of Premier League cards, Champions League cards, the same goes for F1 – sports that are so beloved here. We are going to showcase the great things we do.”
The store, just moments from the iconic Piccadilly Circus, officially opened on 25 April and plays host to some of the rarest and most sought-after cards worldwide in its central ring display.
It also contains an innovative studio for live streaming and content creation and a number of other interactive features, as well as the opportunity to purchase cards and other collectibles.
“The launch of our flagship store represents a game-changing moment for the hobby,” said David Leiner, President of Trading Cards for Fanatics.
“The store is packed full of innovative features that make it so much more than a retail space; it is designed to unite seasoned collectors, welcome fans who are new to the hobby, and bring a burgeoning community together around the excitement and unpredictability that makes trading cards so special.”