Batter Up baseball cards have been a staple in the world of sports collecting for over 50 years. What started as a small side business for a former minor league baseball player has grown into one of the most iconic and beloved brands in the trading card industry. Here is a look back at the history and legacy of Batter Up cards.
In the late 1950s, former minor league infielder Joe Montgomery was working as a sales representative for a sporting goods company. During his travels to baseball stadiums across the country, Montgomery noticed how popular baseball cards were becoming with young fans. He saw it as an untapped business opportunity. In 1959, Montgomery founded Batter Up to produce his own line of baseball cards.
For the inaugural 1960 Batter Up set, Montgomery designed simple yet classic looking cards featuring current major and minor league players. Each card contained a black and white photo on the front with basic stats like batting average on the back. Montgomery printed the cards himself and sold them directly to ballparks, mom and pop card shops, and candy stores near ballfields. The low production cost cards were an instant hit with collectors.
Word of mouth and grassroots marketing led to exponential growth for Batter Up in the 1960s. By 1965, Batter Up was producing over 1,000 new baseball cards each year. Montgomery expanded from selling single packs to complete factory sets. Batter Up also began issuing annual sets each year to keep up with the rapidly changing rosters and new players reaching the majors.
While Topps remained the dominant brand due to exclusive major league player licensing deals, Batter Up carved out its own niche. The brand focused on coverage of minor league players, notable Negro League stars, and international players rarely found in other sets. Batter Up also gained a reputation for timely issue dates that beat Topps to market on the new season.
In the 1970s, Batter Up took its production and distribution to new levels. Color photography was introduced in 1972. Montgomery also formed strategic distribution partnerships with larger card and candy manufacturers like Top Card and Planters. This allowed Batter Up products to reach general retail outlets like drug stores and supermarkets nationwide for the first time.
The increased availability fueled even more popularity for Batter Up in the 1970s. Annual set sales regularly topped 10 million cards. Subject matter also expanded beyond baseball to include other sports. Batter Up issued sets for basketball, football, hockey and auto racing during this decade. Specialty subsets highlighting award winners or All-Star teams became another Batter Up signature.
Montgomery maintained hands-on leadership of Batter Up until selling the company to Card Collector Corporation in 1981. Under new ownership, Batter Up maintained its tradition of quality, affordability and coverage of obscure players. Key sets from the 1980s like ’84 and ’87 are still considered some of the most iconic in the hobby. Batter Up also found success producing premium sets with higher end inserts during the trading card boom years.
In 1993, Batter Up was acquired by Fleer corporation. Ownership changes continued when Fleer was later purchased by SkyBox International. Through it all, Batter Up retained its brand identity. The company celebrated its 50th anniversary in 2009 with a highly sought after retro-style reissue set. Batter Up remains committed to its grassroots approach focused on accessibility for collectors of all ages.
While competitors have come and gone, Batter Up has endured through six decades because of its consistency and connection to baseball’s past. Countless fans have fond memories of ripping open their first pack as a kid at the local candy store. Even in today’s high-priced hobby market, Batter Up still produces affordable sets that allow new collectors to build complete teams and learn the history of America’s pastime. That tradition and accessibility looks to continue well into baseball’s future.
