After retiring from the NFL, Tom Brady has aggressively expanded his business ventures, including a major push into the trading card industry through his company, CardVault by Tom Brady. Cofounded in 2024, Brady owns half of CardVault and has been highly involved in its rapid expansion, which now includes 17 stores with plans for 40 by 2028 and a goal of reaching 100 nationwide. The company brands itself as the first national retailer focused exclusively on sports, trading, and collectible cards, combining Brady’s lifelong passion for collecting with a sophisticated retail experience aimed at the next generation of hobbyists.

The trading card industry, worth between $10 billion and $14 billion before the pandemic, surged to an estimated $50 billion by 2026, fueled by renewed interest during COVID-19 lockdowns. CardVault capitalizes on this growth by offering sports cards, Pokémon cards, memorabilia, and card grading services, leveraging Brady’s celebrity status and business connections to become a prominent player quickly. Brady’s involvement extends beyond branding; he actively contributes to marketing efforts and product allocation, exemplified by his recent efforts to secure popular Pokémon cards for the stores.

CardVault’s origins trace back to a collaboration between cofounders Chris Costa and Randy Greenstein during the pandemic, which brought together Costa’s card-selling expertise and Greenstein’s marketing and video production background. The relationship with Fanatics, founded by Michael Rubin—a close friend and business partner of Brady’s who acquired Topps in 2022—facilitated the company's growth. When Brady joined forces with CardVault, he aimed not just to open a single store but to build a national chain, seeing the brand as a way to bring credibility and elevated retail experience to a hobby traditionally dominated by smaller independent shops.

Brady views CardVault as a full-circle moment, reconnecting with his youth and passion for collecting, especially his childhood focus on Don Mattingly cards. While he entrusts operational duties to his team, he remains a dedicated ambassador, emphasizing fan experience and community. Amid his extensive endorsement portfolio and other business interests, Brady continues to prioritize CardVault, recognizing its value both as a serious business and as a way to cultivate the joy of collecting among new fans across the country.