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Notable Western Australian Aussie Rules Trading Cards

The catalyst for this article was a recent discussion I had with some avid card enthusiasts about the rarity and current collectability of Western Australian related Australian Rules football cards.  The more notable Western Australian football trading cards were issued by cigarette company Sniders & Abrahams, who produced two sets of Western Australian football cards in the early 1900’s, and by the sweet company Plaistowe & Co., which produced a series of eighty (80) black and white trading cards featuring Western Australian footballers in 1932.  Fair to say, cards from these three sets of pre-World War II trading cards are scarce to find and are highly valuable.  

Mobil also produced three series of forty (40) cards featuring WAFL players in 1964, 1965 and 1971 respectively.  In 1981 Ardmona brought out a series Western Australian Football League cards.  This series comprised boxed team sets of each of the eight (8) WAFL teams, each containing thirty-three (33) player cards and ancillary advertising cards.

The first series of Scanlens Australian Rules football cards were produced in 1963.  Cards from this inaugural series are considered by many to be the “Holy Grail” of post-World War football cards. Eighteen players featured in this set, with fifteen VFL players and three “interstate” players.  The three “interstate” players were Ron Evans (who transferred from Essendon to West Perth at the end of the 1962 VFL football season); Haydn Bunton Jnr (Swan Districts) and Len Fitzgerald (Sturt).

In 1966 Scanlens produced a series of 72 trading cards, featuring sixty (60) VFL players and twelve (12) WAFL players. The twelve (12) WAFL players represented in this card series are:

  • Graham Heal (Subiaco)
  • Brian Sarre (Subiaco)
  • John McIntosh (Claremont)
  • John Dethridge (Claremont)
  • Frank Copeman (Swan Districts)
  • Bob Johnson (East Fremantle)
  • Barry Cable (Perth)
  • Ray Lawrence (Perth),
  • Kevin Miller (South Fremantle)
  • Colin Hebbard (West Perth)
  • Kevin Murray (East Perth)
  • Mal Brown (East Perth)

In 1982, Scanlens produced two series of Australian Rules football cards.  A series of 180 cards featuring VFL players was produced for the Victorian market.  The VFL cards were produced with a red coloured border, and they were sold in red wrappers.  An additional series of cards featuring 76 Western Australian players (plus 8 checklist cards) was also produced for the Western Australian market.  The WAFL cards were produced with a blue border and the cards were sold in blue card wrappers. The back of the 1982 Scanlens WAFL cards, except the checklists, make up a jig-saw photo from the 1981 WAFL Grand Final.  

Interestingly, thirty-four (34) of the seventy-six (76) players featured in this dedicated set of WAFL cards produced by Scanlens, either prior to or after 1982, played games with clubs in the then VFL (Victorian Football League).  The thirty-four (34) players are listed as follows:

Wayne BlackwellPlayed 112 games with Claremont and 110 games with Carlton. 
Warren RalphPlayed 123 games with Claremont and 21 games with Carlton. 
Graham MossPlayed 242 games with Claremont and 84 games with Essendon.  Winner of 1976 VFL Brownlow Medal and Australian Football Hall of Fame member. 
Steve MalaxosPlayed 140 games with Claremont, 9 games with Hawthorn and 21 games with West Coast (Captain 1990) 
Barry BeecroftPlayed 71 games with South Melbourne (1973-1977 & 1982) and 113 games with Claremont (1979-1981 & 1983-1985). 
Michael AitkenPlayed 107 games with Claremont and 1 game with Carlton. 
Allen DanielsPlayed 105 games with Claremont and 32 game with Footscray. 
Noel CarterPlayed 50 games with Richmond (VFL Premiership Player 1973) and 155 games with South Fremantle.  
Phil CronanPlayed 102 games with South Fremantle, 22 games with West Perth, 49 games with St. Kilda and 26 games with Footscray.  
Bruce MonteathPlayed 118 games with Richmond (1980 VFL Premiership Captain) 117 games with South Fremantle (1972-1974 & 1981-1983) and 28 games with Claremont (1984-1985). 
Phil NarklePlayed 178 games with Swan Districts, 48 games with St. Kilda and 18 games with West Coast. 
Mike RichardsonPlayed 144 games with Swan Districts, 60 games with Collingwood, 15 games Essendon, and 81 games Brisbane. 
Graham MelrosePlayed 114 games with East Fremantle, 111 games with North Melbourne, 71 games with Swan Districts. 
Murray RancePlayed 140 games with Swan Districts (1981-1985 & 1990-1992), 40 games with Footscray and 57 games with West Coast. 
Bill ValliPlayed 147 games with West Perth, 17 games with Collingwood, 1 game with Essendon and games with 37 games with Subiaco. 
Laurie KeenePlayed 141 games with Subiaco and 36 games with West Coast 
Tim GeppPlayed 84 games with Subiaco, 57 games with Richmond, 14 games with Footscray and 18 games with East Fremantle. 
Dean TurnerPlayed 143 games with East Perth, 54 games with Fitzroy and 56 games with West Coast. 
Michael Christian82 games with East Perth and 131 games with Collingwood (1990 AFL Premiership Player) 
John IronmongerPlayed 76 games with East Perth, 45 games with Fitzroy and 43 games with Sydney Swans. 
Rhett BaynesPlayed 78 games with Perth and 13 games with Carlton. 
Steve TurnerPlayed 108 games with Perth, 32 games with Melbourne and 12 games with St. Kilda. 
Bryan CousinsPlayed 240 games with Perth and 67 games with Geelong. 
Allan Montgomery Played 89 games with Perth (1979-1981 & 1986-1988) and 33 games with Carlton. 
Russell AllenPlayed 35 games with Essendon and 108 games with West Perth. 
Bill DuckworthPlayed 51 games with West Perth and 126 games with Essendon (1984 VFL Premiership Player and Norm Smith Medallist). 
Shane FitzsimmonsPlayed 63 games with Melbourne and 92 games with West Perth. 
Ray HoldenPlayed 102 games with West Perth (1979-1983 & 1987-1989), 3 games with Melbourne and 24 games with Perth (1985-1987). 
Andrew PurserPlayed 85 games with East Fremantle (1978-1982), 112 games with Footscray and 2 games with West Perth (1988). 
Rod Lester-SmithPlayed 97 games with East Fremantle (1978-1982), 70 games with Hawthorn and 39 games with Brisbane 
Shane EllisPlayed 204 games with East Fremantle and 10 games with West Coast. 
Jim SewellPlayed 141 games with East Fremantle and 76 games with Footscray. 
Ken JudgePlayed 120 games with East Fremantle, 72 games with Hawthorn (1983 VFL Premiership Player) and 17 games with Brisbane. Senior Coach Hawthorn 1996-1999 and West Coast 2000-2001. 
Jeff CassidyPlayed 50 games with Geelong and 70 games with East Fremantle. 

In terms of rarity, the Western Australian cards issued by Scanlens in 1982 are much harder to acquire in high grade than the Victorian cards issued in the same year.  The consensus among collectors is that there were significantly more cards issued in Victoria than Western Australia, given the difference in population numbers in those two states at the time.

Unofficial/unlicensed trading cards – Collect or Not Collect?

Some very rare football cards recently appeared on Ebay, which generated considerable interest among card collectors. The cards advertised were “homemade cards” under the name of Adidas Dragon Productions 1999, and featured single cards of Leigh Matthews Bob Skilton, Doug Wade, Wayne Richardson Ted Whitten and Kevin Heath.   The six cards sold for prices varying between $55 and $127.  Clearly, these unofficial cards were most likely made and printed using a home computer (not convinced they were actually made in Taiwan).  My research indicated that two different sets of cards were produced by Dragon Productions in late 1999.  The complete listing of cards in each of the two sets are as follows:

1999 Dragon Productions – Adidas Dragon Productions Rarity 10 (Unrecorded)

This series of 29 homemade cards, produced in 1999, show reproductions of posters featuring VFL players that appeared in the Football Life magazines from the period June 1969 to September 1975.  The card issue is very limited and was probably issued in breach of copyright, which may explain the scarcity and resulting rarity rating of 10.  The cards were printed on a home computer, cut, and sold at card fairs. There were approximately 20 sets produced. They are not an official card issue.

It should be noted that Barry Davis appears on two cards; being number 5 (July 1969 Football Life Magazine reference on rear of card) and number 29 (September 1972 Football Life Magazine reference on rear of card).  Kevin Murray also appeared on two cards; being number 6 (August 1969 Football Life Magazine reference on rear of card) and number 9 (October1972 Football Life Magazine reference on rear of card).  

   1Skilton, BobSth. Melb.                               March 1969
   2Hall, KevinCarlton                                    April 1969
   3   Patterson, MichaelRichmond                                May 1969
   4Whitten, Ted (snr)Footscray                                June 1969
   5Davis, BarryEssendon                                 July 1969
   6Murray, KevinFitzroy                                     August 1969
   7Kekovich, SamNth. Melb                                September 1969
   8Nicholls, JohnCarlton                                    October 1969
   9Murray, KevinFitzroy (Brownlow Medal)     October 1969
 10Green, MichaelRichmond                               April 1970
 11Murphy, JohnFitzroy                                     May 1970
 12Townsend, JohnMelbourne                               June 1970
 13Richardson, WayneCollingwood                           July 1970
 14Heath, KevinHawthorn                                August 1970
 15Jackson, SydCarlton                                    September 1970
 16Bedford, PeterSth. Melb                                April 1971
 17Murray, BobSt.Kilda                                   May 1971
 18Dempsey, GaryFootscray                                June 1971
 19Goggin, BillGeelong                                  July 1971
 20Molloy, GrahamMelbourne                              August 1971
 21Matthews, LeighHawthorn                                September 1971
 22Southby, GeoffCarlton                                    April 1972
 23McIntosh, JohnSt.Kilda                                   May 1972
 24Parke, GregMelbourne                               June 1972
 25Thorpe, DavidFootscray                                 July 1972
 26Price, BarryCollingwood                           August 1972
 27Wade, DougGeelong                                  August 1972
 28Bourke, FrancisRichmond                               September 1972
 29Davis, BarryEssendon                                September 1972

1999 Dragon Productions – VFL Player Caricature Dragon Productions Rarity 7 (Unrecorded)

This series of 16 homemade cards, produced in 1999, show reproductions of the John Rogers caricatures that appeared in the Footy Life magazines from the period June 1969 to September 1975.  William Ellis Green (known as WEG) and John Rogers (a Victoria Police identikit artist) were two of the most prolific and well-known newspaper political and sporting cartoon artists in Melbourne during the period from 1950 to 2010.  The card issue is very limited and was probably issued in breach of copyright, which may explain the scarcity and resulting rarity rating of 7.  The cards were printed on a home computer, cut, and sold at card fairs. There were approximately 20 sets produced. They are not an official card issue.

   1Bob PascoeSt. Kilda                               June 1969
   2John Sam Newman Geelong                                July 1969
   3   Greg ParkeMelbourne                            August 1969 
   4Syd JacksonCarlton                                 September 1969
   5Kevin MurrayFitzroy                                  October 1969
   6Alan MartelloHawthorn                             April 1972 
   7Graeme JenkinCollingwood                        May 1972
   8Geoff BlethynEssendon                              June 1972 
   9Vin WaiteCarlton                                 July 1972
 10George BissettFootscray                             August 1972
 11Craig McKellarRichmond                            September 1972    
 12Bryan WoodRichmond                            May 1975
 13Bohdan JaworskyjHawthorn                            June 1975
 14Rod Ashman Carlton                                July 1975
 15Mick NolanNorth Melb                         August 1975   
 16Kevin MorrisRichmond                           September 1975  

Clearly these cards were not an official “licensed” product.  That being said, there were an abundance of trading cards printed going back to the start of the twentieth century, by companies and small businesses to promote their products.  Many of those card issues are now highly sought after by eager collectors.  Even today, there are lots of AFL football cards being printed and produced which are not official products endorsed or licensed by the AFL. Whether these products potentially breach copyright or not, it does not appear to deter card or memorabilia collectors from acquiring such items in furtherance of their passion.  I would be interested in the views of others about the efficacy of collecting cards like the ones produced by “Dragon Productions”.

Once a Collector Always a Collector

My name is Geoff Alway and I openly confess I have an “addiction”.    Yes, I am an unashamed, habitual collector.  At a recent social function, I was asked by a fellow whether I had any hobbies.  My initial response was “I am a collector of sorts”.  Not hard to guess what the next question was: “so what do you collect?”  That’s when it became a tad difficult to explain in simple terms, to someone I had only just met what my collecting obsessions were.  With impeccable timing, my wife interrupted with the comment “easier to ask what he doesn’t collect”.  A little bit disingenuous of her particularly when she says she doesn’t collect anything.   Mind you, she certainly rivals the Kardashians in terms of acquiring clothes, fashion and trendy techy things with daily on-line purchasing.  But that is another story. 

After a minute or two, I confessed to the inquisitive enquirer that I didn’t collect stamps and coins.  He replied, “My god, I have collected stamps and coins since I was a little boy”.  The evening became a wonderfully nostalgic discussion on our respective childhoods, what treasures we kept and of course, what got thrown out and what it would be worth today.

So now that I have had time to reflect on my life as an “addict”, I thought it might be useful to create a blog to share my experiences with others who might wish to understand the true meaning of the phrase “Once a Collector – Always a Collector”.  My intention is to approach this task in a passionate, interesting, eclectic, irreverent and disjointed fashion, the same approach I have taken since I started collecting all kinds of things as a very young boy and which I have continued to do all of my adult life. 

In general terms I am an avid collector of:

OLD AUSSIE RULES FOOTBALL & CRICKET CARDS:

  • SCANLEN’S GUM CARDS – FOOTBALL CRICKET, SOCCER AND NON SPORT CARDS
  • VINTAGE CIGARETTE CARDS
  • CEREAL & TRADE GIVE-AWAY CARDS PRODUCED BY KORNIES, COLES, ARGUS, MOBIL, ATLANTIC, TWISTIES & KELLOGG’S

SPORTING MEMORABILLIA, EPHEMERA & COLLECTABLES:

  • VFL, AFL & VFA FOOTBALL
  • CRICKET
  • HORSE RACING
  • OLYMPICS

MODEL CARS, TOYS, MUSIC MEMORABILLIA, EPHEMERA

  • MATCHBOX, DINKY, CORGI, MODELS OF YESTERYEAR TOY CARS
  • ELVIS PRESLEY, BEATLES DOLLS
  • VINTAGE TIN TOYS
  • PHOTO’S, MAGAZINES, PROGRAMS, BADGES, AUTOGRAPHS, POSTERS AND OTHER RARE AND INTERESTING SOUVENIRS

WHERE IT ALL BEGAN

I was born in Ballarat and I am proud to say that no child on earth could have had a more loving upbringing or better childhood.  On reflection, I guess it would have been 1964, when as a very young boy the collecting bug really got me.  I started collecting the little Walt Disney give-away comics (24 in the series), which were given away with petrol at Mobil service stations.  The same year, my father started giving me the Mobil VFL football cards (starting in 1964 and ending in 1971) which he received with his weekly tank of petrol. 

In those early years of the 1960’s I can also vividly recall collecting Tarax lemonade caps, which on the inside featured faces of leading VFL footballers.  My grandmother, who minded me before and after school, would each week buy me comics from the local milk bar/newsagent.  I simply learnt to read, following the exploits of Mickey Mouse, Donald Duck and Uncle Scrooge through those comic books. I also recall my mother giving gave me the colourful Teddy Bear magazines (printed in England) each fortnight.   By the time I was ten, I already had accumulated a solid collection of Australian published Walt Disney comics and also a range of Gold Key and Dell U.S. published comics, with those beautiful glossy covers featuring comic stories related to the latest popular TV shows and movies.  The Three Stooges, Top Cat, The Man from UNCLE, Star Trek, Bonanza, My Favourite Martian, and any comics featuring the Warner Bros. or Hanna Barbera cartoon characters were favourites.  It was later that I focused my energies on collecting golden and silver age U.S. printed Marvel and D.C. superhero comic books, as well as the highly sought after and now elusive black and white Phantom comic books published in Australia by Frew Publications in Sydney. 

As a young boy, like the majority of my peers, I was an Aussie Rules devotee and I collected those wonderful Scanlens Aussie Rules footy cards, trading with other kids at primary school and with my friends.   In those days there was no such thing as protective card sleeves or card holders, which are the norm these days to protect trading cards.  It was school pants pockets and rubber bands way back then.   That is why those 1960’s footy cards are often hard to find in fine condition. The first Scanlens footy cards I can remember collecting were the second series of 33 cards, printed in 1964. My passion for collecting footy cards really ramped up when Scanlens brought out their 1966 series of cards with twelve elusive die cut cards.

I loved the Beatles, and when they toured Australia in 1964, my father gifted me the obligatory plastic Beatle wig and I also started collecting Beatle cards and magazines and other souvenirs.  I even collected stamp sheets featuring the fab four (so on reflection I slightly misled the person whom I referred to earlier who asked me about my hobbies).  I was brought up surrounded by a family of avid horse racing enthusiasts. My grandfather used to give me all of the used race-day programs he acquired from his days as a bookies clerk at the Ballarat races (Dowling Forest) and from the Burrumbeet New Year’s Day race meeting.   Does anyone recall that a horse called Girrawanna won the 1967 Burrumbeet Cup?  It was the first race meeting I attended, and I still remember it like it was yesterday.

I also painstakingly put together a range of scrapbooks featuring footy, horseracing, and magazine and newspaper cuttings of The Beatles and The Monkees.   I also started collecting Turf Monthly and Racetrack magazines, in the mid 1960’s. I still have my old annual J.J. Miller’s Sporting Annuals (aka Miller’s Guides) which have for almost a century been published each year once the weights for the Melbourne Cup are announced each year.  In my family the Miller’s Guide was fondly referred to as the Punter’s Bible.  I did devote a lot of my time to those obligatory “religious” studies!!

In the coming weeks, I will focus my blogging on particular collecting themes and hopefully provide you with some insight into the fun, trials and tribulations, wins and losses I have experienced from a true collector’s point of view.

If you would like to visit my website, please go to:

www.alwayscollectables.com.au

And remember, despite what some people may say, “every-one does collect something”.

To quote the late, great American radio announcer John Doremus (yes, they actually named a racehorse after him called Doriemus which ironically went on to win the Caulfield and Melbourne Cup double in 1995):

Our time is up till we meet again for with another chapter of the passing parade

This is Geoff Alway thank you so much and goodbye for now

Geoff Alway

Insights on Sporting Memorabilia Valuation

The valuation of sporting memorabilia and collectables has moved well beyond a niche collecting pursuit. It is now a dynamic and increasingly scrutinised market in Australia where significant sums change hands and expectations of professionalism continue to rise. As this evolution unfolds, the importance of qualified and specialist valuers is becoming clearer, both for sellers of sporting memorabilia and for clients seeking confidence in the outcome.

The Australian sporting memorabilia market sits within a growing collectables economy valued at approximately $16.8 billion, with strong participation and rising asset values. The 2025 eBay State of Collectables Report notes that Australians possess an estimated 380 million individual collectables. Sporting memorabilia benefits from investment demand, digital marketplaces, and increasing cultural and financial significance.

For Geoff Alway CVAu of Always Collectables, the foundation of any credible valuation for sporting memorabilia begins with one principle. He says the provenance is critical when specialised personal items are put up for public auction

“Without a clear and credible ownership history, even the legitimacy of the most significant items can quickly come into question” Mr Always says.

He draws attention to recent high-profile examples that reinforce this point. A Brownlow Medal associated with AFL great Ian Stewart was withdrawn from auction after concerns were raised about how it had entered the market. In another case, Alex Jesaulenko’s match-worn 1970 VFL Grand Final jumper, despite its undeniable historical importance, was removed from sale when doubts emerged around authenticity. These situations did not arise because the items lacked significance. They arose because the market requires certainty, and where that certainty is not present, value becomes unstable.

This is where professional standards and credentials take on real importance for those selling and buying sporting memorabilia. The AVAA Certified Valuer (CVAu) credential signals that a valuer is operating within a recognised framework of competency, ethics, and accountability. In a sector where provenance, authenticity, and condition can directly influence outcomes, the CVAu credential is not optional. It is essential.

Geoff is direct about the responsibilities placed on those bringing items to market and the need to work with professionals holding the AVAA Certified Valuer (CVAu) credential to manage risk.

“Auction houses must take all steps possible to ensure the current ownership of items submitted for auction can be verified, items are properly assessed and, wherever possible, correctly graded,” he says.

The growth of professional grading services across categories such as sports trading cards and comics has further sharpened expectations. Items that have been independently graded through recognised systems offer a level of consistency and transparency that the market increasingly values. Ungraded items, particularly those sold without inspection, can expose both auction houses and buyers to disputes if descriptions are later challenged.
Importantly, Geoff reframes how the sector should think about risk.

“Auction sellers and resellers of sporting memorabilia mistakenly think that reputation is a risk. Reputation is not a risk. It is a consequence when the controls put in place to manage a key organisational risk have not been effectively assessed or managed,” he says.

As the sporting memorabilia market continues to grow, so too does the need for disciplined, professional practice. Clients are no longer simply looking for enthusiasm or subject matter interest. They are seeking defensible valuations, grounded in evidence and supported by recognised credentials.In this environment, the CVAu credential represents the valuer’s commitment to professional standards that underpin trust in the market. For auctioneers, valuers, and clients alike, that trust is what ultimately defines value.

One of the rarest Australian Walt Disney reprint comics produced – John Sands – Snow White and the Seven Dwarfs by Walt Disney c1938?

Chuffed to acquire one of the rarest Golden Age Australian published Walt Disney comics today. I have had this comic on my wants list since the early 1980’s. Titled “Snow White and the Seven Dwarfs by Walt Disney”, this comic was published by John Sands Pty Ltd c1938. It features Snow White comic strips that were printed singularly in the Australian Woman’s Mirror magazine prior to and during WW2.

This elusive comic measures 12 1/2 inches (31.5cm) wide and 9 1/2 inches (24cm) high and it is in fantastic condition considering it is almost 90 years old.

As a collector and certified valuer, I rank this comic equally with the much sought after Walt Disney comic “Donald Duck Finds Pirate Gold” published by Ayres & James in the early 1940’s, as the rarest of all the Australian Walt Disney reprint comics produced here. My assessment is that this is the only copy of this comic book in existance. Rarity 10/10 – true value Priceless.

AVAA – Trading Card Valuation Best Practice Webinar

I have been invited to join Jonathan Marin CVAu (TCG Grading) as a guest speaker at the Trading Card Valuation Best Practice Webinar to be held on Wednesday, 29 July 2026 (3.00PM AEST).

This webinar examines best-practice valuation approaches for trading cards, along with the practical considerations that influence valuation outcomes

Organised by the Auctioneers and Valuers Association of Australia (AVAA), this is one of the AVAA Perspectives series of webinars that keep professionals up to date with the latest issues in quality practice. Should be highly entertaining and informative. I encourage all those with an interest in collecting trading cards to join us at the webinar.

https://www.avaa.com.au/cpd-cards

AVAA Member cost: $47.50pp [PDF Brochure] [Register Online]

Non-member cost: $97.50pp [PDF Brochure] [Register Online]

Scarce 1970’s -1980’s Horse Race Books Melbourne Cups and Derby’s

Fortunate to recently acquire some scarce 1970s to 1980’s horse racing books, including Melbourne Cups, Derby’s and Oaks. Most without writing or annotations, which is rare these days. Whilst the pre WW2 horse racebooks command exceptionally high prices, the 1960’s and 1970’s feature race books are also becoming hard to find in top condition and prices are steadily increasing. Please visit my store for details of the racebooks I currently have available for sale.

Vale Australian Football Hall of Fame Legend Mr Ron Barassi Jnr, AM

It is with deep sadness that a short time ago I was alerted to the passing of Australian Football Hall of Fame Legend Ronald Dale Barassi Jnr. AM.  Ron died at the age of 87 years after a short illness.

Ron was a towering figure in Aussie Rules football and was the first player inducted into the Australian Football Hall of Fame as a Legend after 253 senior VFL games, including 204 for Melbourne and 49 for Carlton. Ron claimed 10 VFL premierships at Melbourne, Carlton and North Melbourne as a player and coach.  

Ron was the club patron of the AFL Premiership Players Club since its formation in 2000.  His contribution to Australian Rules football and to the Victorian community cannot be understated.  Committee and club members will have fond memories of Ron’s friendliness, charisma and charm at the many functions the club has run over the years.  He was a very generous supporter of the club.   

I have been privileged to have known Ron personally for a number of years both in my role as the CEO of the AFL Premiership Players Club and also in the course my professional activities as a certified valuer in fine art, antiques and collectables (sporting memorabilia).  From a personal perspective, although I have never barracked for any of the football clubs Ron has been involved with as a player and coach, I have always viewed him as the most iconic identity in the history of Australian Rules football.  I will truly miss this great man’s friendship, support, generosity and amazing humility. Although Ron has now walked up the race for the final time, he will forever be fondly remembered by all that had the privilege of knowing him.

I would like to pass on my sincere condolences to Ron’s wife, Cherryl, and to his family and friends at this very sad time.   Farewell great man. 

ARE SPORT RELATED “ROOKIE CARDS” WORTH THE CHASE?

When I conceptualized writing an article on the emergence of the so called “rookie card” into the world of mainstream sport trading card collecting within Australia, I thought it would be a fairly simple process to clearly and simply define what a “rookie card” is.  How wrong I was.  

Defining a “Rookie Card”

The term “rookie” can clearly be traced back to the initial recruitment of players to U.S. baseball, basketball and hockey teams. Over recent years the term “rookie” has also become commonplace with the initial recruitment of players to Australian rules football, cricket, and rugby teams.  My research does confirm one thing; there is still no official “rookie card” definition which is commonly accepted or adhered to within the trading card collecting communities, within the U.S., Australia or elsewhere.  Reference to a range of obvious reputable sources, such as Professional Sports Authenticator (PSA) Card Grading publications and Becketts and related price guide publications brings me to the conclusion that the term “rookie card” and its true definition remains highly subjective. The following commentary and definitions, however, hopefully provide some scope to describe what actually constitutes a “rookie card”.

The Beckett Definition of the “rookie card” states that a “rookie card must come from a fully-licensed (both MLB and MLBPA), nationally-distributed set that is primarily focused on current Major League players. It must be a base card and cannot be an insert, parallel, or redemption card”.

“The is much debate within the hobby, as some collectors and pundits believe that an athlete’s first appearance on any trading card qualifies as his rookie card. Others believe that a rookie card is the first licensed issue from a major manufacturer that is widely distributed. There can be more than one rookie card for a player (Wikipedia)”.

This view is supported by BaseballCardPedia.com, which on its website asserts “a rookie card is a trading card that is the first to feature an athlete after that athlete has participated in the highest level of competition within their sport. Collectors may value these first appearances more than subsequent card issues. A rookie card is not necessarily always produced during a player’s rookie season because there could have been cards that fit the definition printed in previous years. It is generally agreed that to be a true rookie card, the card must be counted as part of a product’s base set. Thus, limited quantity insert cards of any type are generally not considered to be rookie cards”.

In 2006, Major League Baseball instituted a set of guidelines which dictated what cards could and could not bear the official MLB rookie card logo. Despite these guidelines, many collectors still regard a player’s “true” rookie card as being their first officially licensed prospect card”.

It is now customary for athletes to be commemorated on trading cards which are highly collected based on the popularity of the athlete. The value of “rookie cards” predictably fluctuate based on consumer interest, supply and demand and other factors, but prices can often surpass thousands of dollars.

Four key principles in identifying a card as a “Rookie Card”

From my perspective, the following four basic principles should apply when determining whether a particular card featuring an athlete is his or her “rookie card”:

  • The card is the first to feature a player/athlete after that player/athlete has participated in the highest level of competition within their sport;
  • The card must be a base card and cannot be an insert, parallel, or redemption card;
  • The card must come from a fully licensed nationally distributed set; and
  • There can be more than one rookie card for a player/athlete.

To validate these principles, let me use AFL Hall of Fame Member and Collingwood legend Nathan Buckley as an example.  Nathan Buckley was initially recruited from Port Adelaide to the Brisbane Football Club, where he played a total of 20 senior games during the 1993 AFL Season.  Buckley did not feature on any football card in the 1993 year.  He then transferred to the Collingwood Football Club in 1994, where he played for the remainder of his AFL career. 

Buckley features on three football cards as a Collingwood player, in the official Select AFL Football Card series produced in 1994.  The same identical photo of Buckley features on a common base-set card, on a gold insert card and he also features on a personally signed limited edition gold insert card. Using the above-mentioned principles, the two gold cards are indeed insert cards, therefore his “rookie card” is in fact the numbered card from the base set.  

Nathan Buckley also features on a card in another licensed series of AFL cards (Card No. 121 Artoons) produced by the then Dynamic Marketing Company, also in 1994.  This card depicts him in a caricature image wearing a Brisbane guernsey.  To the best of my recollection, both the Select Card series and the Dynamic Marketing series were released at about the same time during 1994.  Applying the above-mentioned principles, it is arguable that the Dynamic Marketing Card No, 121 can also be classified as a legitimate Nathan Buckley “rookie card”.  Or does the fact that this card is a caricature card which does not feature a photo of the player preclude it from being considered a “rookie card”?  My research cannot find anything that distinguishes a caricature card from a photo card in this debate.

To add to the discussion, Buckley also features on another base card in the Sensation Series (Card No. 48/110) produced later that year by Dynamic Marketing.  In this second series of cards, Buckley is wearing a Collingwood guernsey.  Under these principles, this card would not meet the criteria as a “rookie card” as it was not the first trading card trading card that featured Buckley after he has participated in the highest level of competition within his respective sport.

Prevalence of Caricature Images of Players/Athletes on Trading Cards

Interestingly, caricature images are a feature on many identified “rookie cards” of champion athletes, including many Australian rules football players.  They were particularly prevalent in many trading cards issued by companies as promotional material from the early to late 1990’s and they are still a feature of trading cards to this day.  As indicated in my earlier comments on Nathan Buckley my research could not find any references at all that precludes a caricature or artist drawn card from the definition of a “rookie card” or that places a lower value on a caricature card from a photo card in this ongoing debate on “rookie cards”.

Richmond great and AFL Legend Jack Dyer’s “rookie card” is featured in the 1933 Carreras Football Series, promoting Standard Cigarettes.  This card is a caricature of “Captain Blood” drawn by highly regarded artist of the time, Bob Mirams.

Champion Essendon player and AFL Legend John Coleman first appeared on a card issued by the Victorian Nut Supplies series in 1949. This card features a black and white caricature image of Coleman, again drawn by artist Bob Mirams.  This elusive Coleman “rookie card” sells these days for prices ranging from $500 to $1,300 depending on grade/condition, on the rare times a copy comes up for sale.

It is conceded by most collectors that the legitimate “rookie card” of AFL Hall of Fame Legend Ron Barassi Jnr is the base card featured in the 1957 Kornies VFL Mascot Card series.  This card has a black and white photo of Ron Barassi’s head inserted into a caricature drawing of a Melbourne Football Club player.  It has been reported that a near mint copy of this card recently sold for $675. Barassi “rookie cards” in similar condition were generally selling for just $80 in 2020.  This represents an 844% increase in value over the past two years.

I have also noticed a number of 1969 Scanlens Football Cards featuring AFL and Hawthorn legend Peter Hudson are being listed as his “rookie card” for high prices on Ebay.  As outlined earlier, my research failed to find anything that distinguishes a caricature card from a photo card in the debate on what constitutes a “rookie card”.  On that basis, the true “rookie card” of Peter Hudson is the caricature card of him which features in the 1968 Twisties/Sun Valley set of football cards (Twisties/Sun Valley were licensed by the then VFL to produce football cards in 1968 and 1969).  The promotion of the 1969 Scanlens VFL Card as Peter Hudson’s “rookie card” is misleading to potential purchasers to say the least.  

Players/Athletes with more than one “Rookie Card”

Carlton and AFL Legend Alex Jesaulenko’s first appearance on football cards was in each of the two versions of the 1968 Scanlens VFL Card Series.  It is my, understanding both versions of the cards were released simultaneously but in separate display boxes and with different wrappers.  Alex Jesaulenko therefore has two legitimate “rookie cards”, being the 1968 Scanlens “A” series and “B” series cards.  Similarly, Hawthorn and fellow AFL Legend 

Leigh Matthews also has two legitimate “rookie cards”, being the 1973 Scanlens Series “A” and Scanlens Series “B” VFL cards, which were issued together (the only difference is that Series “A” cards have different backs to the Series “B” cards).  The first appearance and confirmed “rookie card” of Carlton champion and AFL Team of the Century member Bruce Doull also feature on both versions of these 1973 Scanlens VFL cards.

Fluctuating Value of “Rookie Cards”

It is fair to say that almost without exception, most of the top expensive sports cards in the world are “rookie cards”.  Among those are the famous T206 Honus Wagner baseball card issued by American Tobacco in 1909 and the 1952 Topps Mickey Mantle baseball card. In 2022 a T206 Honus Wagner card sold for a then record $7.25 million (U.S.) in a private sale facilitated by a U.S. Auction house.  Only 50 to 60 copies of this rare trading card are believed to exist.  A 1952 Topps Mickey Mantle card with a 9.5 grade from grader SGC was sold later in 2022 for a record-shattering $12.6 million (U.S.). That is the most money anyone is known to have paid for any type of sports item, card or memorabilia.  Interestingly, there are an estimated 1,800 or so 1952 Topps Mickey Mantle rookie cards that are known to exist. Of these 1,800 cards, the majority are said to be in poor condition.  

One of the most sought after “rookie cards” is the 1986 Fleer U.S. Basketball card featuring champion player Michael Jordan. These “rookie cards” regularly sell in a Gem Mint condition for between $18,000 and $30,000 (U.S.) A buyer is known to have recently bought two of these cards in a PSA 10 grade for $738,000 (U.S.) each.

It is fair to say that over the past two to three years, the Australian sports trading card collecting community has followed the trend in the U.S., where we have become almost obsessed with sourcing, collecting and selling so called “rookie cards” featuring footballers, cricketers, basketballers, baseballers and other prominent athletes. For example, so-called Donald Bradman “rookie” cricket cards produced during the1928-29 cricket season by both Wills and Ogdens have been changing hands for phenomenal amounts over the past two years.  Wills and Ogdens Bradman cards produced in 1928 have been regularly listed for sale on Ebay for between $400 and $1,200 (depending on grade/condition).  A few years-ago these cards would have reached a price of no more than $50 near mint each.  The recent untimely death of Australian cricketer Shane Warne has seen significant price rises in cards produced by the then Futera Sports Cards Company featuring him in 1993/94.  Warne “rookie cards” have been changing hands since his death at $150+; whereas as they were selling on the open market for no more than $20 each just prior to his death.  So called “rookie cards” featuring the late Formula One racing car driver Ayrton Senna, which featured in the Scanlens produced Australian Motor Racing Cards series in 1986, are currently being listed at ludicrous prices of between $500 and $2,700 on Ebay.  Up until recent times, these full sets of the cards were changing hands for no more than $60 per set.

In terms of Australian rules football cards, one of the rarest and most sought after “rookie cards” is the Gary Ablett Snr card, which was produced by Armona in 1982, during the player’s only year at the Hawthorn Football Club. This card has for a number of years fetched anything between $1,000 and $3,500, depending on grade/condition.   These Ardmona cards were issued in perforated team sheets of 18 cards allowing the cards to be separated individually. They could be obtained by redeeming labels from Ardmona canned fruit products. The cards predominantly show game action photos of the players. They are not numbered, have rounded corners and the reverse shows player details. I notice there have been numerous 1986 Scanlens cards of Gary Ablett Snr as a Geelong player being listed (and indeed being sold) on Ebay as his “rookie card” for prices ranging from $150 to $400 each.  Admittedly, it could be said this card is Gary Ablett’s first appearance as a Geelong player on a football card. However, to promote this card as his “rookie card” and to sell it for ridiculously high prices on that basis, is in my view highly inappropriate.

The latin phrase “caveat emptor” (Let the Buyer Beware) truly applies to those who want to acquire, collect and trade in “rookie cards”.  For example, I notice over recent times that a 1982 Ardmona VFL Series 2 Card featuring Brian Taylor (as a Richmond player) has been listed as his “rookie card” on Ebay with an asking price of $300.  That card appears to be Taylor’s legitimate “rookie card”, however good luck to the seller if he/she gets that asking price.  In my experience as a certified practising valuer, I can without hesitation say that the value of anything is what someone is prepared to pay for it. My advice to collectors who want to invest in collecting “rookie cards” is to do your homework before accepting a particular card is that subject player’s or athlete’s true legitimate “rookie card”.  The reality is that there are many people in the card collecting industry and community that can mislead you, unintentionally or otherwise.

I have taken the liberty of putting together a complete list of “rookie cards” (in alphabetical order) featuring all the Australian Football Hall of Fame Legends and AFL Team of the Century players for review and further debate.  I will not be offended if any readers want to take me to task on my assessment of the “rookie cards” featuring these players and I welcome the ongoing debate on this emerging trend in sports card collecting.

 Australian Football Hall of Fame Legends & Team of the Century Players 
 Player’s Name  Rookie Card 
Gary Ablett Snr 1982 Ardmona VFL Series 2 Card Un-No’d.
Darrel Baldock 1964 Scanlens VFL Card No. 181964 Harper’s Easi-Oats Victorian League Footballers Card No. 6 1964 Mobil Victorian Football Photos Card No. 35 
Ron Barassi      1957 Kornies Mascot (Caricature) Card No. 3
Kevin Bartlett 1969 Scanlens VFL Card Die Cut Un-No’d1969 Twisties Caricature Card Un-No’d 
Malcolm Blight 1971 Mobil South Australian Footy Photos Card No. 111971 Kelloggs SANFL Footy Festival Card No. 42 
Francis Bourke      1970 Scanlens VFL Card No. 16
Haydn Bunton 1932 Clarke-Ellis Confectionary VFL Footballers Card Un-No’d1932 Godfrey Phillips Tobacco Victorian League & Association Footballers Card No. 301932 Hoadleys Victorian League & Association Footballers Card Nn-No’d 
Barry Cable 1965 Mobil West Australian Football Photos Card No. 4 
Roy Cazaly 1921 Schuh Victorian League Footballers Card No. 25 
John Coleman1949 Victorian Nut Supplies (Caricature) Card No. 14 
Gordon Coventry 1923 Schuh Portraits of our Leading Footballers Card No. 28 
Bruce Doull 1973 Scanlens VFL Card Series “A” Card No. 531973 Scanlens VFL CardsSeries “B” Card No. 53 
Jack Dyer1933 Carreras Tobacco Company Football Series – Bob Miram’s Caricatures Card No. 7 
Graham “Polly” Farmer            1961 Coca Cola WA League Football Stars Card Un-No’d1961 Walsh’s Menswear WAFL Player Photos Card Un-No’d 
Keith Greig 1972 Scanlens VFL Card No. 37
Royce Hart 1968 Scanlens VFL Card Series “A” Card No. 141968 Twisties Caricature Card Un-No’d 
Peter Hudson 1968 Twisties Caricature Card Un-No’d 
Bill Hutchison 1949 Kornies Victorian Footballers Card No. 27
Alex Jesaulenko    1968 Scanlens VFL Card Series “A” Card No. 351968 Scanlens VFL Cards Series “B” Card No. 35  
John Kennedy Snr 1953 Argus Football Portraits Card No. 4 
Tony Lockett 1985 Scanlens VFL Card No. 119 
Jock McHale 1907-8 Sniders Victorian Football Photos Card Un-No’d 
Merv McIntosh 1947 Unknown Publisher W. A. Footballers – Hobart Carnival Card No. 1 
Leigh Matthews1973 Scanlens VFL Card Series “A” Card No. 331973 Scanlens VFL Card Series “B” Card No. 33  
Kevin Murray 1957 Kornies Mascot (Caricature) Card No. 17
John Nicholls 1964 Scanlens VFL Card No. 201964 Mobil Victorian Football Photos Card No. 211964 Harper’s Easi-Oats Victorian League Footballers Card No. 17 
Jack Oatey 1951 Harper’s Easi-Oats Sth. Australian Footballers (Series 1) Card No. 16 
Bob Pratt 1932 Hoadleys Victorian League Footballers Card Un-No’d1932 Clarke-Ellis Confectionary VFL Footballers Card Un-No’d 
Dick Reynolds 1934 MacRobertsons Halfpenny Footballers N0. 165
Barrie Robran 1971 Mobil South Australian Footy Photos Card No. 1
Kevin Sheedy 1970 Scanlens VFL Card No. 14
Stephen Silvagni 1988 Scanlens VFL Card No. 4
Bob Skilton1958 Atlantic Victorian League Stars Card No. 94 
Bernie Smith               1951 Harper’s Easi Oats Famous Footballers Card No. 291951 Korrnies Footballers in Action (Bar) Card No. 5 
Norm Smith1950 Kornies Victorian Footballers Card No. 9 
Ian Stewart         1965 Scanlens VFL Card No. 27
Ted Whitten1953 Kornies Footballers in Action (Flag) Card No. 17 
Greg Williams1985 Scanlens VFL Card No. 87 

Geoff Alway