Nearly every record basketball card sale of the past five years went through one of a handful of auction houses: Heritage, Goldin, Fanatics Collect (formerly PWCC) and Alt. Ownership in this business has changed fast. Fanatics bought PWCC, eBay bought Goldin, and PSA's parent bought SGC. Knowing who owns what, and where each house has proven results, can help you get a better outcome as a buyer or a seller. This guide compares the major high-end auction houses using verified sales and corporate announcements.

The Landscape at a Glance

Figure: Major ownership and sales milestones in the high-end card auction market.

Heritage Auctions

Ownership: independent, based in Dallas.

Scale: Heritage reported company-wide sales of $1.867 billion in 2024, its best year, and its sports category passed $200 million including private sales (Heritage; Auction Report).

Signature basketball result: the 2007-08 Exquisite Dual Logoman Jordan/Kobe 1/1 sold for $12,932,000 on August 24, 2025, the most expensive sports card ever sold at public auction (ESPN; Guinness). It led Heritage's Summer Platinum Night Sports Auction, which totaled $49,520,585, the house's second-largest sports auction ever after its 2024 Summer Platinum Night ($61,645,972) (Auction Report).

Other notable results: Heritage also sold the $12.6 million 1952 Topps Mickey Mantle (SGC 9.5) in 2022, and a $645,000 LeBron Topps Chrome Gold Refractor PSA 10 in October 2024.

Best for: marquee consignments that benefit from catalog-style marketing and big "Platinum Night" events, and collections that cross categories.

Goldin

Ownership: founded in 2012 by Ken Goldin. eBay announced on April 10, 2024 that it would acquire Goldin from Collectors Holdings, and that Goldin would keep operating under Ken Goldin (eBay Inc.).

Signature basketball results: - Giannis 2013-14 National Treasures Logoman Auto: $1,857,300 (September 2020) - Kobe 1996-97 Topps Chrome Refractor BGS 10 Black Label: $1,795,800 (March 2021) - Two 1986 Fleer Jordan PSA 10s: $738,000 each (January 2021) - Jordan 1997-98 Upper Deck Game Jersey Auto /23: $2.7 million (October 2021) - Wembanyama Prizm Nebula Choice 1/1: $860,100 (February 2025) - LeBron 2020-21 Flawless Triple Logoman: $2.4 million (June 2022)

Best for: sellers who want a large buyer base and regular "Elite" auctions. eBay ownership gives Goldin a direct line to eBay's collectibles audience.

Fanatics Collect (formerly PWCC)

Ownership: Fanatics acquired PWCC in May 2023, retired the PWCC brand and launched Fanatics Collect in July 2024. It offers auctions, a fixed-price marketplace, vaulting and grading services (Fanatics Collect; Front Office Sports). Fanatics also owns Topps, the NBA's exclusive card licensee since October 1, 2025.

History: in August 2021, Axios reported that eBay restricted PWCC's selling privileges over alleged shill bidding. PWCC denied the allegations and said it was already moving off eBay.

Signature basketball results: - LeBron 2003-04 Exquisite RPA /23 BGS 9: $5.2 million private sale (April 2021, as PWCC) - 1986 Fleer Jordan PSA 10: record $840,000 (July 2021, as PWCC) - Luka 2018-19 NT RPA Logoman: $3.12 million (November 2022, as PWCC) - Wembanyama NT Logoman: $528,000 (March 2025) - LeBron Topps Chrome Gold Refractor PSA 10: $1.11 million (January 2026) - Wembanyama Prizm Black 1/1 PSA 10: $5.11 million private sale (May 2026) - Cooper Flagg Topps Chrome Update Rookie Debut Patch Auto 1/1: $8.04 million (September 25, 2026)

Best for: modern cards, vault-based selling, and Topps-era products, given its links to the license holder.

Alt

Alt is best known for two basketball headlines:

• July 2021: Alt bought a 51% stake in the Stephen Curry 2009-10 NT Logoman at a $5.9 million valuation (PR Newswire).
• September 2026: Alt sold the Kobe/LeBron 2007-08 Exquisite Dual Logoman for $6,501,840, the highest sale ever on its platform (Sports Illustrated).

Best for: sellers comfortable with an online-first platform and its financing and vault services.

How to Choose an Auction House

1. Match the house to the card

Look at where similar cards have recently sold for the most. Modern Topps and Panini cards, Exquisite grails and vintage icons may each do best at a different house.

2. Compare the fee structure

Most houses charge buyers a premium. Alt's Kobe/LeBron sale, for example, added a 20% buyer's premium to a $5,418,200 winning bid. Sellers may also pay a commission. These terms are negotiable for major consignments.

3. Ask about marketing and timing

Big cards benefit from flagship events. The Jordan/Kobe sale was timed to end on "Mamba Day," 8/24 (NBC Sports).

4. Consider payment and settlement

Ask when you will be paid, and what happens if a buyer fails to pay.

5. Check reputation and transparency

Read up on each house's history, including any past controversies, and use houses that publish prices realized.

For a full selling playbook, see how to sell high-end sports cards.

Tips for Buying at High-End Auctions

Auction houses work for sellers and buyers alike, but bidders should protect themselves too.

• Budget for the buyer's premium. Your real cost is the hammer price plus the premium, and often tax and shipping. A 20% premium turns a $100,000 bid into $120,000.
• Read the lot description closely. Check the grade, any autograph grade, the serial number and any disclosed issues. Verify the cert number on the grader's website before you bid.
• Look at the bidding history. Unusual bidding patterns have been a concern in the hobby. In 2021, eBay restricted PWCC's selling privileges over alleged shill bidding, which PWCC denied. Bid only what the card is worth to you, whatever the activity looks like.
• Know the extended-bidding rules. Many premium auctions use extended bidding at the close. Set your maximum in advance so the excitement of the final minutes does not push you past it.
• Understand payment deadlines. Large wins often require a wire transfer within a set window.
• Plan for vaulting or delivery. Decide whether the card will ship to you, insured, or stay in the house's vault.

For red flags on altered or counterfeit items, see how to spot fake graded cards.

How Consolidation Affects Collectors

• Grading and marketplace ties: Collectors owns PSA and SGC. eBay owns Goldin, and PSA bought eBay's vault. Fanatics owns Topps and Fanatics Collect.
• More integrated services: vaulting, grading and selling are increasingly bundled together.
• Competition for marquee cards: in 2025–2026, the top results were spread across Heritage, Alt and Fanatics Collect.

Track these shifts in our 2026 market trends report, and see the most expensive basketball cards for the full list of record results.

FAQ

Is PWCC the same as Fanatics Collect?

Yes. Fanatics acquired PWCC in May 2023 and rebranded it as Fanatics Collect in July 2024.

Who owns Goldin?

eBay announced its acquisition of Goldin from Collectors Holdings on April 10, 2024.

Which auction house sold the most expensive basketball card?

Heritage Auctions. It sold the Jordan/Kobe Exquisite Dual Logoman for $12.932 million in August 2025.

What is a buyer's premium?

An extra percentage added to the winning bid and paid by the buyer. Alt's Kobe/LeBron sale, for example, added 20%.

Which auction house is best for selling a high-end basketball card?

It depends on the card. Check where comparable cards recently sold, then compare fees, marketing and settlement terms.

Related Articles (Internal Links)

• How to Sell High-End Sports Cards for Top Dollar
• Most Expensive Basketball Cards Ever Sold (2026)
• How to Spot Fake Graded Cards and Altered Slabs
• Basketball Card Market Trends 2026: What's Moving
• Rookie Debut Patch Autographs: Topps' New NBA Grail

Sources

1. Chicago Sun-Times, "Michael Jordan-autographed trading card sells for record $2.7 million" (Oct 12, 2021). https://chicago.suntimes.com/sports/2021/10/12/22722275/michael-jordan-most-expensive-trading-card-auction-autograph-upper-deck
2. Beckett News, "Kobe Bryant 1996-97 Topps Chrome Refractor BGS 10 Nets $1.8 Million" (Mar 2021). https://www.beckett.com/news/1996-97-topps-chrome-refractor-kobe-bryant-bgs-10-black-label-sells-1-8-million/
3. Forbes, "Patrick Mahomes And Michael Jordan Rookie Cards Sell For All-Time Highs In Record-Setting $33 Million Auction" (Feb 1, 2021). https://www.forbes.com/sites/tommybeer/2021/02/01/patrick-mahomes-and-michael-jordan-rookie-cards-sell-for-all-time-highs-in-record-setting-33-million-auction/
4. NBA.com, "LeBron James 2020-21 'Triple Logoman' card sells for $2.4 million at auction" (Jun 2022). https://www.nba.com/news/lebron-james-trading-card-sells-for-2-4-million
5. NBC Sports, "One-of-a-kind Michael Jordan, Kobe Bryant Logoman card sells for record $12.9 million" (Aug 24, 2025). https://www.nbcsports.com/nba/news/one-of-a-kind-michael-jordan-kobe-bryant-logoman-card-sells-for-record-12-9-million
6. eBay Inc., "eBay, Collectors Enter into Commercial Agreement, Sign Deals for Acquisition of Goldin by eBay and Acquisition of the eBay Vault by PSA" (Apr 10, 2024). https://investors.ebayinc.com/investor-news/press-release-details/2024/eBay-Collectors-Enter-into-Commercial-Agreement-Sign-Deals-for-Acquisition-of-Goldin-by-eBay-and-Acquisition-of-the-eBay-Vault-by-PSA/default.aspx
7. Fanatics Collect newsroom, "PWCC is now Fanatics Collect". https://www.fanaticscollect.com/newsroom/pwcc-is-now-fanatics-collect
8. Front Office Sports, "Fanatics Buys PWCC to Compete in Collectibles Auction Space" (May 2023). https://frontofficesports.com/fanatics-buys-pwcc-to-compete-in-collectibles-auction-space/
9. Axios, "eBay suspends trading card marketplace PWCC for dishonest bidding practices" (Aug 20, 2021). https://www.axios.com/2021/08/20/ebay-suspends-pwcc-shill-bidding-trading-cards
10. SGC, "SGC Joins Collectors". https://gosgc.com/SGC-Joins-Collectors
11. Heritage Auctions, "Heritage Auctions Celebrates Its Most Successful Year With Total Sales of $1.867 Billion in 2024". https://fineart.ha.com/heritage-auctions-press-releases-and-news/heritage-auctions-celebrates-its-most-successful-year-with-total-sales-of-1.867-billion-in-2024.s?releaseId=5139
12. Auction Report, "Heritage Auctions Sports Division Brings in Over $200 Million in 2024". https://www.auctionreport.com/heritage-auctions-sports-division-brings-in-over-200-million-in-2024/
13. ESPN, "'Holy grail' Jordan-Bryant sports card sells for record $12.9M" (Aug 2025). https://www.espn.com/nba/story?_slug_=holy-grail-jordan-bryant-sports-card-sells-record-129m&id=46061949
14. Auction Report, "Heritage's Summer Platinum Night Sports Auction Brings in $50 Million" (Aug 2025). https://www.auctionreport.com/heritages-summer-platinum-night-sports-auction-brings-in-50-million/
15. Los Angeles Times, "Cooper Flagg debut patch trading card sparks $8.04M auction frenzy" (Sep 25, 2026). https://www.latimes.com/sports/story/2026-09-25/cooper-flagg-topps-card-sells-8-04-million
16. Sports Illustrated, "One of A Kind Kobe and LeBron Dual Logoman Autograph Card Sets New Sales Record" (Sep 26, 2026). https://www.si.com/collectibles/one-of-a-kind-kobe-lebron-dual-logoman-autograph-card-sets-new-sales-record
17. The Athletic, "Victor Wembanyama card sells for record $860,100 despite season-ending injury" (Feb 22, 2025). https://www.nytimes.com/athletic/6153477/2025/02/22/victor-wembanyama-card-record-sale/
18. Auction Report, "PWCC Marketplace Sells 1986 Jordan Fleer Rookie PSA 10 For $840,000" (Jul 19, 2021). https://www.auctionreport.com/pwcc-marketplace-sells-1986-jordan-fleer-rookie-psa-10-for-840000/
19. Auction Report, "Giannis Antetokounmpo Rookie Card Sells for $1,857,300 at Goldin Auctions" (Sep 2020). https://www.auctionreport.com/giannis-antetokounmpo-rookie-card-sells-for-1857300-at-goldin-auctions/
20. PR Newswire, "Alt Announces Record-Breaking Purchase of 2009 National Treasures Logoman 1/1 Stephen Curry Card for $5.9M" (Jul 2021). https://www.prnewswire.com/news-releases/alt-announces-record-breaking-purchase-of-2009-national-treasures-logoman-11-stephen-curry-card-for-5-9m-301325830.html
21. Beckett News, "2018-19 National Treasures Luka Doncic Logoman Autograph Tops $3 Million" (Nov 2022). https://www.beckett.com/news/2018-19-national-treasures-luka-doncic-logoman-autograph-tops-3-million/
22. Yahoo Sports, "LeBron James Gold Refractor becomes first million-dollar card of 2026" (Jan 26, 2026). https://sports.yahoo.com/articles/lebron-james-gold-refractor-becomes-220000642.html

Figures are reported prices from the cited sources at the time of research (October 2026). Private-sale prices are as reported and were not independently audited. Nothing here is financial advice.

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