World Cup frenzy boosts sports memorabilia auction

Julien's Auctions will hold its "Sports Legends: The Pitch to the Court" sale on Wednesday, July 9, featuring memorabilia linked to Lionel Messi, Diego Maradona, Cristiano Ronaldo, Serena Williams and LeBron James, timed to the 2026 FIFA World Cup in the United States.

The auction spans soccer, basketball, tennis and baseball, with a game-worn and signed LeBron James rookie jersey estimated at $300,000 to $500,000 headlining the non-soccer lots, according to Mitchell Kaba, the auction house's head of specialty sales.

With the United States hosting the World Cup for the first time in more than three decades, interest in soccer-related collectibles has surged, Kaba said.

"I definitely see an increase in interest in World Cup and soccer in general in the U.S. nowadays. And having the event here, of course, has really boosted that. The values, you know, we have a huge international audience of buyers as well as consignors. So we are probably the number one auction house in the U.S. for soccer memorabilia," Kaba told Reuters at a preview of the sale on Tuesday (June 30).

Among the soccer highlights are match-worn jerseys and cleats tied to major international competitions. 

Other items include a signed pair of Serena Williams' match-issued tennis shoes from her 2009 season and vintage trading cards.

The auction will take place live in Los Angeles, with bidding expected from collectors across the United States and internationally.

Camera: Sandra Stojanovic, Production, Editing and Writing: Jane Ross/Reuters