A rare 2014 Ted Lasso promotional rookie card produced by Topps sold for a record-breaking $16,470 at a public auction on June 13, 2026.
The sale represents a 486 percent increase from the previous premium benchmark set in 2025.
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The collectible card was originally distributed for free by NBC Sports Network during promotional bar events in 2014.
The campaign aimed to advertise the network's newly acquired broadcast rights for the English Premier League to American audiences.
According to the Professional Sports Authenticator population report, the firm has only graded 11 copies of the card.
The record-breaking item was the first public sale of a version graded as a Gem-Mint 10.
Sports collectibles appraiser Michael Osacky stated that the scarcity stems from recipients originally discarding the free items.
The subsequent cultural success of the Emmy-winning Apple TV+ television series heavily drove up the market value.
"I think a lot of the people who were given these free cards just threw them on the ground or were like, ‘What the heck is this?’
and threw them out or discarded them or forgot about them because they were given away for free," said Michael Osacky, president of Baseball In the Attic.
Osacky noted that the expanding legacy of the character shifted public interest toward physical television memorabilia.
"Ted Lasso now is part of the … zeitgeist, if you will," said Osacky.
He further remarked that standard television properties rarely offer fans tangible items to pursue.
