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 A Brownlow Medal associated with AFL great Ian Stewart was withdrawn from auction after concerns were raised about how it had entered the market.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.
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