{"id":931229,"date":"2026-10-17T07:58:10","date_gmt":"2026-10-17T07:58:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/931229\/"},"modified":"2026-10-17T07:58:10","modified_gmt":"2026-10-17T07:58:10","slug":"extremely-disappointed-afl-parts-ways-with-iconic-trading-card-company","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/931229\/","title":{"rendered":"“Extremely disappointed”: AFL parts ways with iconic trading card company"},"content":{"rendered":"

Long-serving AFL<\/a> trading cards partner Select has announced that its licence with the AFL<\/a> will come to an end at the conclusion of the month.<\/p>\n

The company confirmed the news on Saturday, with Select Cards founder Grant Copley expressing his disappointment with the AFL’s new licensing arrangements.<\/p>\n

In a statement, Copley reflected on the historic partnership between Select and the AFL<\/a>, which first began in the 1980s.<\/p>\n

“With the AFL<\/a> putting new licensing arrangements in place for 2027, Select’s AFL<\/a> trading card licence will come to an end on 31 October 2026. We’re extremely disappointed with the decision by the AFL<\/a> and its new master licensee, particularly considering record royalties and world-class trading cards that we’ve produced,” Copley said.<\/p>\n

“Our AFL<\/a> journey began on 1 August 1989, when we signed our first contract with the AFL<\/a>. Since then, Select has produced some 167 series of cards and stickers, along with a range of other AFL<\/a> collectables.<\/p>\n

“None of this would have been possible without you. Our collectors have been with us every step of the way as we worked to bring new and world-class trading cards to the market, and I want to thank each and every one of you for your support.<\/p>\n

“We are extremely proud of what we have achieved over the past 37 years. We have built wonderful relationships with players and their managers, who have been great to work with in our signature programs for the benefit of the fans and collectors who have been able to collect important cards in Australian sporting history. Select remains the longest-serving card producer in Australia and the second oldest, originally owned, card producer in the World.<\/p>\n

“This is not goodbye to Select. We have been entrusted with other licences across the sports market both locally and internationally, and we will continue to operate in the collector card space to bring you the best of the best in collectible trading cards.”<\/p>\n

Select has stated that its ‘Eminence’ will be its final AFL<\/a> product, and that all outstanding redemptions will be honoured in full ‘unless directed otherwise’.<\/p>\n

Other AFL<\/a> product drops from Select’s archives and storage will be made available until 31 December 2026, giving collectors “a final chance to add to their collections”.<\/p>\n","protected":false},"excerpt":{"rendered":"Long-serving AFL trading cards partner Select has announced that its licence with the AFL will come to an…\n","protected":false},"author":2,"featured_media":931230,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[560],"tags":[638,64,63,55,639,85],"class_list":["post-931229","post","type-post","status-publish","format-standard","has-post-thumbnail","category-afl","tag-afl","tag-au","tag-australia","tag-australian-football-league","tag-australianfootballleague","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/931229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=931229"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/931229\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/931230"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=931229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=931229"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=931229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}