Expanding a content calendar from 5 days to 365
How MVT turned the biggest week in the sports card hobby into a year-round brand presence — and gave the show a seat at sport's biggest stage.
The hobby's biggest week had no year-round voice
The National Sports Collectors Convention is the biggest week in the sports card and memorabilia hobby — hundreds of vendors and millions of items across five days. Each year the in-house team captured hours of footage from the floor, but had no centered media strategy to turn that bank of content into a year-round brand presence.
A social strategy built on three pillars
MVT immediately transformed The National's messaging and repositioned the brand from event organizer to industry voice. Its standing in the hobby created room for an expanded role as educator and thought leader — so we built social branding that connected the brand with sport's biggest moments and the hobby's most recognizable faces.
Connection
Tying the brand to sport's biggest moments and the people who live the hobby — turning a trade show into a community.
Inspiration
Showcasing the collectors, cards, and stories that make the hobby aspirational and shareable year-round.
Discovery
Positioning The National as an industry educator and leading voice — the place to learn what's next in the hobby.
Social growth measured across all platforms over a three-month window; ticket sale pace measured year over year.
AJ Dillon takes The National to the Super Bowl
The centerpiece of the activation: a reel built around NFL running back and avid card collector AJ Dillon, capturing the hobby's energy on sport's biggest weekend. His authentic place in the community gave The National a recognizable spokesperson — and cross-channeled his audience straight into the brand's feed.
"MVT didn't just cover our show — they gave the hobby a voice that carries all year, turning five days of footage into a brand that finally moves at the speed of the industry."
[Client Name] — [Title], National Sports Collectors Convention
Authority that scales
The National experienced major growth across Meta platforms, X, and TikTok by asserting authority as a leading voice in the space. An emphasis on intentionality produced more repeatable, scalable content that makes full use of the brand's cache and bank of assets — converting one explosive week each year into a brand that shows up, and grows, every day of the calendar. MVT's campaign management helped drive a record-setting ticket sale pace — up 30% year over year — and changed the organization's philosophy on what social media can do.
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