تحلیل مدل کسب‌وکار کارت‌های تجاری ورزشی (مطالعه موردی: کیمدی)

Sports trading cards have evolved from nostalgic memorabilia into a dynamic business sector integrating digital innovation, multi-channel distribution, and strategic brand-building. Traditionally tied to major leagues such as Major League Baseball (MLB), the National Football League (NFL), and European soccer, these collectibles have expanded into new markets, including basketball, mixed martial arts, and niche sports, fueled by technological advancements such as blockchain authentication, augmented reality (AR), and digital trading platforms. This study examines the business model of sports trading cards using the Business Model Canvas (BMC) framework, mapping the fundamental elements of value creation, marketing strategies, operations, partnerships, and customer relationship management. By employing thematic analysis from industry expert interviews, the research provides insights into the evolving landscape of trading cards, bridging traditional collectibles with modern fan engagement strategies. Findings reveal that consumer loyalty is driven by exclusivity, limited-edition prints, autographed collectibles, and interactive digital experiences, with the market catering to diverse customer segments, including professional collectors seeking investment-grade cards, casual fans motivated by athlete admiration, families purchasing cards as gifts or educational tools, and sports-specific enthusiasts who prioritize official league licensing. The omni-channel distribution approach remains critical, with physical retail stores, including supermarkets, sports merchandise shops, and hobbyist outlets, serving as entry points for new consumers, while e-commerce platforms provide scalability and international accessibility. Furthermore, mobile applications and digital marketplaces have transformed consumer interaction, offering in-app purchases, subscription-based premium content, digital card expansions, and gamified engagement features. The study identifies four key revenue streams: traditional card pack sales, premium limited editions featuring holograms, signatures, or rare inserts, digital microtransactions from online platforms, and sponsorship/advertising partnerships, where major brands collaborate through packaging placement or in-app promotions. On the cost side, licensing fees, manufacturing expenses, technology infrastructure for digital components, and aggressive marketing campaigns for new series launches are among the most significant financial commitments. The findings underscore the importance of strategic partnerships with leagues, clubs, and federations, as brand credibility and official licensing directly influence market demand and collector trust. Furthermore, the integration of non-fungible tokens (NFTs) for authentication, augmented reality-enhanced experiences, and digital twin trading systems is redefining industry standards, bridging the gap between physical collectibles and blockchain-powered ownership models. Marketing strategies emphasize community-building efforts, with platforms fostering trading networks, fan interactions, and exclusive membership perks, while live events, including swap meets, athlete signings, and virtual meet-and-greets, reinforce brand engagement. The study highlights the impact of digitalization on traditional collectibles, illustrating how technology-driven interactions enhance brand longevity and expand the consumer base beyond conventional sports enthusiasts. Moreover, the sustainability of paper-based card production and the potential shift toward eco-friendly alternatives remain critical concerns, particularly as industry leaders explore biodegradable materials and digital-first formats to align with global sustainability trends. Future research should explore cross-cultural market dynamics, particularly how regional variations in fan loyalty, purchasing power, and digital adoption influence trading card success. Additionally, longitudinal studies examining consumer retention in the age of digital collectibles, the impact of augmented reality on trading behavior, and the monetization of sports IP (intellectual property) through NFTs and blockchain technology would provide deeper insights into the long-term viability of this evolving market. Ultimately, the fusion of sports nostalgia, digital innovation, and strategic consumer engagement models ensures that trading cards remain a thriving segment in the sports and entertainment industry, adapting to shifting market demands while preserving their legacy as cherished collectibles and valuable assets.