With 100,000 potential customers walking through the doors, how do you stand out from the crowd at a sports collectors convention? Four exhibitors—Ludex, TikTok Shop, CGC Cards, and Dappz Sports—partnered with show management to sponsor an exclusive VIP Experience at the National Sports Collectors Convention (NSCC) to capture attention in the $32.4 billion global sports memorabilia market, which is projected to increase at a compounded annual growth rate of 24.16% over the next decade, reaching $227.2 billion by 2032, according to a report by Market Decipher. 

Not only did the sports trading cards market generate $14.8 billion in revenues in 2023, it is also projected to reach $51.2 billion by 2033, growing at a compounded annual growth rate (CAGR) of 13.21% over the next decade, according to the same Market Decipher report.

Held July 24-28 in Cleveland, the 44th Annual NSCC drew collectors and hobbyists who walked and shopped the 500,000-square-foot exhibit hall at the I-X Center. (We reached out to JBJ Promotions, which manages the public show, for final attendance numbers but did not hear back as of publication.) 

The five-day collectibles extravaganza, held at the Rosemont Center in Illinois last year, featured the National’s TRISTAR Autograph Pavilion with about 150 superstar athletes, including Manny Ramirez, Julius Erving, Joe Montana, Reggie Jackson, Barry Sanders, Floyd Mayweather, Cal Ripken Jr., and Cherryl Miller—to name a few.

To uncover more about an exclusive VIP experience at this year's event, we spoke with Heather Denniston, co-founder and president of Ludex, who played a pivotal role in organizing the VIP lounge (watch a sizzle reel here).

Here are six highlights from our interview. Watch or listen to the full interview here.

Inside the VIP Lounge

Over the past couple of years, Ludex has partnered with the show to host the VIP lounge, offering attendees a unique experience apart from the bustling main floor. This year saw the VIP lounge grow fourfold in size over last year, accommodating 5,000-6,000 VIP ticket holders. 

"In the VIP lounge, collectors can relax, connect with others, enjoy a drink, and discuss their collections in a more intimate setting," Denniston explained.

Highlights inside the lounge included:

1. TikTok Shop VIP Stage: Rapid-fire live breaks, hobby podcasts, and more.

2. Convenient Concessions: Exclusively for VIP and Early Entry Passholders, the concessions in the lounge offered a quick and easy way to grab refreshments.

3. Relax, Refresh, and Recharge: The expanded Ludex Lounge provided plenty of seating, along with multiple phone charging stations.

4. Free Daily Trivia Contests: VIP ticket holders could test their knowledge about sports cards, memorabilia, and the industry to win prizes each day.

The Collaborative Effort

The VIP lounge's success was made possible through a partnership with TikTok Shop, CGC Cards, and Dappz Sports. Denniston emphasized the collaborative nature of the event, from planning out the schedule to organizing the activations. The involvement of athletes, CEOs, and artists added further excitement and engagement throughout the VIP Lounge.

"We had athletes doing autographs and interviews, interactive entertainment spots, and games spread across the 40,000-square-foot area," Denniston said.

Goals and Metrics of Success

As a relatively young company, Ludex sees significant value in sponsoring such events. The primary goal for Ludex: brand awareness, Denniston said. "Our main objective was to ensure people knew who we are and what we do," she explained.

For measuring success, Denniston outlined key performance indicators (KPIs) such as organizing the event well, meeting the needs of partners, and receiving positive feedback from attendees. "From a partnership perspective, everyone walked away feeling it was a great success," she added.

Promotion Strategies

Promotion for the VIP lounge began about a month before the event. Denniston elaborated on the multifaceted approach: "We teased the experience on social media, promoted via press releases, and had clear signage at the event itself."

These efforts paid off, attracting significant attention and ensuring that attendees could easily find and enjoy the VIP lounge, she said.

Looking to the Future

While this event was a major focus, Denniston hinted at Ludex's plans for future events, including potential sponsorships at other shows like Fanatics Fest and Comic Con. The company aims to broaden its reach as it continues to diversify its offerings within the app.

The Founding Story

Denniston shared the backstory about the inception of Ludex during the COVID-19 pandemic. "We were looking through sports cards and realized the difficulty in assessing their value. That inspired us to create an app that uses AI to digitize and value collections," she recounted.

With a rapidly growing user base and more than 130 million cards scanned on the app, Ludex is making significant strides in the industry.

Main image: National Sports Collectors Convention 2024