Baseball cards have been a beloved collectible for over a century, tracing their origins back to the late 1800s when cigarette and candy companies first included small cardboard pieces featuring baseball players as promotional items. In the decades since, baseball cards have grown into a multi-billion dollar industry and serious hobby for collectors around the world. The city of Louisville, Kentucky has played an important role in the history and culture of baseball card collecting in America.
Located just south of Cincinnati along the Ohio River, Louisville has a long tradition of baseball fandom dating back to the early 20th century. Some of the earliest documented baseball card collecting activity in Louisville occurred in the 1920s-30s as children and adults alike began amassing cards featuring their favorite players from that era like Babe Ruth, Lou Gehrig, and Joe DiMaggio. In the post-World War 2 boom years of the 1950s, baseball card collecting truly took off in Louisville as it did nationwide. Stores in the city sold wax packs of cards by the dozens and the local newspaper frequently ran articles and listings of the latest card releases from Topps, Bowman, and other manufacturers that collectors were eager to find.
By the 1960s, the hobby had matured. Specialty baseball card shops started to open in Louisville to cater exclusively to the growing collector demographic. One of the earliest and most renowned was Ernie Mehl Card Shop, located downtown at 6th and Main Streets. Under the guidance of owner Ernie Mehl, the store became a mecca where collectors from around Kentucky and southern Indiana would gather on weekends to trade, sell, and appraise their collections. Mehl meticulously tracked the values of cards and sets, helping collectors understand the evolving marketplace. His shop was a pioneer in elevating baseball cards from a childhood pastime to a legitimate collecting field.
During the 1970s, two major developments accelerated the rise of baseball cards in Louisville. The first was the opening of Jericard Inc., located in an industrial park on Crittenden Drive. Founded in 1973 by Jerry and Mary Beth Mickey, Jericard became the world’s largest wholesale baseball card distributor, supplying shops across America and abroad. At its peak, Jericard employed over 100 people and shipped millions of cards per year. It was a major economic engine for the city and helped Louisville become synonymous with the baseball card industry for both collectors and manufacturers.
The other seismic change was the debut of the annual National Sports Collectors Convention (NSCC) in 1977. Held each summer in different cities, the NSCC brought thousands of collectors, dealers, and industry leaders together for what became the largest sports and non-sports card trading event in the world. In 1981 and 1982, Louisville had the honor of hosting the NSCC at the Kentucky Fair and Exposition Center. Those conventions were a watershed moment that put Louisville squarely in the spotlight of the burgeoning hobby. Major auctions were held, new cards debuted, and lifelong friendships were forged – all taking place right in the heart of Cardinal Nation.
In the 1980s and 90s, Louisville’s baseball card scene reached its apex. Over two dozen card shops dotted the city, with the largest and most prominent located in the Eastgate Shopping Center and Mall St. Matthews. Weekend crowds packed the stores for release days, often lining up out the door hours in advance to get their hands on the latest flagship sets from Topps, Donruss, and Fleer. High-end shops like Great American Sports Cards and Sportsland USA catered to the growing numbers of investors and traders, facilitating big money transactions. National conventions continued to return regularly to Louisville. The city hosted the NSCC again in both 1989 and 1993, further cementing its place as a true epicenter for the hobby.
While the baseball card industry has declined significantly from its 1990s peak, Louisville remains an important outpost. Jericard still operates today, servicing retailers large and small. Several card shops persevere, including Great American Sports Cards in St. Matthews, Sports Cards Plus in Middletown, and Louisville Card Shop in the Highlands. Collectors gather for monthly meetings of groups like the Louisville Sports Card Club to trade and discuss the market. Major shows like Cardfest are held annually, drawing vendors and attendees from a wide region. And the University of Louisville’s baseball program consistently produces future MLB stars whose rookie cards Louisville collectors eagerly seek. Through ups and downs, Louisville’s passionate fanbase has kept the city at the forefront of American baseball card fandom and culture.
