ALLEN PARK, Mich. — First came the beating, another desultory setback in the rapidly degenerating professional life of Jared Goff, the face of a flailing franchise’s enduring futility. That was torture enough. What Goff truly dreaded, however, was The Meeting. Summoned to Detroit Lions coach Dan Campbell’s office on a late-October Tuesday in 2022, Goff feared the worst, and with good reason. Two days earlier, in an ugly road defeat to the Dallas Cowboys, he’d been responsible for almost as many turnovers (four) as points (six). The Lions were 1-5, and 4-18-1 since Campbell had taken over as a rookie head coach and Goff had become the starting quarterback. It felt like the whole world wanted him benched, and that Campbell, if only out of self-preservation, would imminently grant that wish.

If the perception was that Goff was broken, well, it was a fair assumption. At 24, he’d gone head-to-head with Tom Brady on Super Sunday. Now, having just turned 28, he’d lost his mojo. He was getting booed by the home crowd, and his failings were constantly flaunted. Los Angeles Rams coach Sean McVay, the man who’d rejected Goff, had just hoisted a Lombardi Trophy in his home stadium, validating his wunderkind status. And he’d done it in his first season with Matthew Stafford, the Lions’ longtime starting quarterback who’d been swapped out for Goff. In dating terms, Goff had been dumped by his partner and was now eating ice cream alone on the couch while watching the ex escort a radiant new flame up the red carpet.

As Goff entered Campbell’s office, he braced himself for bad news. “I know how this thing goes,” he told himself. “I’m not naïve. Is this it for me?” Yet Campbell, an outside-the-box hire with an unflinching nature, told his struggling starter he was sticking with him. And as Goff began to exhale, he had an epiphany.

“Man, I’ve got to stop trying to do too much,” Goff told Campbell. “I’ve been trying to overcome certain things throughout the game, constantly thinking that this is the moment we’re gonna turn it around. I’m squeezing so hard trying to help us win, because we all want it so badly. I have to release that a little bit and just do my job, one play at a time. I’m just gonna do my job and not worry about the rest of it.”

Campbell stared back at his quarterback and smiled. “Jared,” he said, “that’s all I’ve wanted you to do this whole time.”

It was a mental shift that helped Goff manage the emotions he’d experienced since being traded to the Lions after the 2020 season, a move that blindsided him and crushed his confidence. The conversation fortified his bond with Campbell and laid the groundwork for a connection with a famished fan base that would come to view his redemption story as its own. Long before Goff became an MVP candidate and the Lions (10-1), who host the Chicago Bears on Thanksgiving, became the betting favorite to win Super Bowl LIX and inspired an iconic chant, the embattled quarterback unlocked the mystery in the nick of time.

“It’s like you squeeze so hard, and the actual answer is to release,” Goff explained last week while sitting in an upstairs room of his Bloomfield Hills, Mich., home, which doubles as a film-watching sanctuary and memorabilia alcove. “Everyone wanted to fire Dan, fire (general manager Brad Holmes) and bench me. If we’d kept losing, of course they would. (But) it’s funny — you do your job one play at a time, and a little momentum starts to build. You do it 10 plays in a row, then 15, then 20, and the other 10 on offense are doing their job, and good things start to happen.

“It’s ironic that when you try to do less, more happens.”

Goff is a rock star in the Motor City, a pinpoint passer in the midst of a career year for a team laying waste to its opponents. He may have walked into Campbell’s office with trepidation that day 25 months ago, but he emerged with a bounce in his step that has morphed into a strut.

The day after that fateful meeting, Lions owner Sheila Ford Hamp showed up at practice, spoke to reporters and gave Campbell and Holmes a vote of confidence. Four days later, Goff threw for 321 yards in a 31-27 defeat to the Miami Dolphins. And then, somewhat abruptly, the plot shifted and the losing stopped. The Lions are 32-9 since, a tally that includes their first two postseason victories since Jan. 5, 1992, and Goff’s job security rivals Red Bull driver Max Verstappen’s.

In May, the Lions signed Goff to a four-year, $212 million contract extension, with $170 million guaranteed. In late November, Goff is armed with eye-popping numbers that serve as a sharp rebuttal to any remaining doubters. His 109.9 passer rating is the league’s second best, as is his 72.9 percent completion percentage. He’s averaging an NFL-high 9.02 yards per attempt, and he’s part of an MVP conversation that includes fellow quarterbacks Lamar Jackson and Josh Allen and running backs Saquon Barkley and Derrick Henry.

“Jared Goff is operating with as much command and poise as any quarterback in the league,” said San Francisco 49ers assistant head coach/defense Brandon Staley, who was the Rams’ defensive coordinator during Goff’s final season with the team. “They’re putting a lot on his plate pre-snap, and they’re using his experience and knowledge to get into premier plays almost every snap. The timing and ball distribution has been elite all year long. His swagger, unselfishness, and toughness are leading that football team.”

Indianapolis Colts defensive coordinator Gus Bradley, whose team suffered a 24-6 defeat to the Lions on Sunday, views Goff’s success as a direct result of his comfort with Detroit’s offensive scheme: “He has the answers. He knows what he’s looking for. They know how to attack. He and his coaches just see it the same way.”

“He has taken efficiency to a whole new level,” added Atlanta Falcons head coach Raheem Morris.

Since being drafted first overall by the Rams in 2016, the former Cal star has relied upon elite accuracy, a quick release and a penchant for remaining cool under fire. What’s different now, as Staley and Bradley suggest, is Goff’s mental grasp of the position, which deepened when Ben Johnson took over as the Lions’ offensive coordinator after the 2021 season.

“I like to say it’s as much his offense as mine,” said Johnson, who has turned down head coaching opportunities in each of the past two cycles. “It’s really based on what Jared does well, what he felt most comfortable with. And we’ve tried the last two and a half years to challenge him and push him outside his comfort zone.”

Campbell noticed an appreciable difference in his quarterback this past offseason. “When he came in,” Campbell said, “you could tell there was a different feel — like, he wanted to have even more ownership in the offense and to take it to a different level. So now the offense is evolving because of his ability to process and see it.”

Jared Goff’s ownership and understanding of the Lions offense has grown exponentially under offensive coordinator Ben Johnson. (Ryan Kang / Getty Images)

Last month, Johnson told Goff that he’s “now asking these PhD-level questions over the course of the week” that the quarterback hadn’t broached previously. “The game’s slowing down for him, too,” Johnson said. “He can recognize coverages right off the bat. He’ll say during the week, ‘Hey, I know we think that they’re doing Cover 2 in this situation, but if they go man, where do you want me to go with the ball?’ Or, ‘I know it’s not a Cover 0 team, but we’re in this exotic formation, and if they do it versus this and I see it, what do you want me to get to?’”

Two Sundays ago, in the third quarter of the Lions’ 52-6 thrashing of the Jacksonville Jaguars, Goff, en route to a 412-yard passing performance, threw a 5-yard touchdown to tight end Brock Wright that particularly stood out to Johnson. The plan was to deliver a backside throw to wide receiver Tim Patrick, who was lined up to the right of the formation. Goff started by looking left, attempting to get Jags safety Darnell Savage to drift toward Wright, who was running to the far left corner of the end zone. When Goff looked back to his right, he noticed Savage had instead moved to his left toward Patrick — as if the Jags knew exactly what the Lions were planning. Rather than proceeding to his third read, Goff alertly turned back to his left and found Wright, abandoned by Savage, wide open for the easy TD.

“It’s just an example of where he is now,” Johnson said. “It wasn’t like that when he first got here.”

Brock on 🤘#JAXvsDET | 📺 CBS pic.twitter.com/9M4hdMMovV

— Detroit Lions (@Lions) November 17, 2024

Goff’s commitment to intensive film study makes sense, given his physical limitations. Unlike peers such as Jackson, Allen and Patrick Mahomes, Goff can’t rely on his athleticism to get him out of jams and make off-schedule plays. “You do have to find different ways to win in the pocket because you aren’t as fleet of foot,” Goff said. “I have to play disciplined. And the work that I have to do from Monday through Friday, I feel like has to be more. That’s where I feel like I’m able to get my edge, whereas other guys have their athletic ability as their edge.”

There’s another reason Goff is so intent on trying to master his craft: He’s aware of his reputation, and still a bit sensitive about the prevailing perception that McVay, known for his schematic acumen, discarded him because the coach needed an upgrade in that department. It’s a narrative that began in 2017 when it became clear that McVay, then the youngest coach in modern NFL history, was giving his second-year quarterback cues via the in-helmet communications system as Goff waited to receive the snap. It intensified after Goff’s poor performance in L.A.’s 13-3 defeat to the New England Patriots in Super Bowl LIII.

Because McVay had become the brightest young star in his profession — the joke in league circles was that even his acquaintances were getting head-coaching interviews — it was easy to conclude that Goff wasn’t good enough to bring the coach’s brainy schemes to life. The Rams’ decision to deal him just weeks after he’d come off the bench to win a road playoff game with a broken right thumb seemed abrupt and suggested that there were deep-seated reasons for McVay’s dissatisfaction.

“Everyone externally just assumed that I suck,” Goff said, “because why else would this be happening? People thought, ‘He’s done. He’s damaged goods. His story is over. His career will end in this way. This will be the end of the road.’”

Most of the NFL world, including Rams coach Sean McVay, seemed to think Jared Goff was “damaged goods” by the end of his time in L.A. (Abbie Parr / Getty Images)

The trade hit Goff like an earthquake. The Rams, who’d signed the quarterback to a massive contract extension only 17 months earlier, were so desperate to get out of that deal and land Stafford that they included two first-round draft picks and a third-round selection. Goff got the news while hanging out at his Hidden Hills, Calif., home on a Saturday night in late January, via a phone call from McVay — who was in Cabo San Lucas, Mexico, celebrating the deal in real time with Stafford and then-Rams left tackle Andrew Whitworth, one of Goff’s closest friends on the team.

The news broke instantly, before Holmes, the Lions’ newly hired GM, could get ahold of his new quarterback. Eventually, Goff took phone calls from Holmes — who’d been the Rams’ director of college scouting when he was drafted — and Campbell, both of whom were still at the Lions’ facility as midnight approached.

At first, Goff seemed shellshocked, but when he heard the excitement in Holmes’ and Campbell’s voices, he became fired up and defiant. The next morning, he told me, “I’m just excited to be somewhere that I know wants me and appreciates me.” His phrasing was intentional. McVay’s reproach over the past two seasons had beaten him down, and this was a stark juxtaposition.

GO DEEPER

Dan Campbell has become the coach he always set out to be

Most of the football world viewed him as a declining quarterback who’d be a stopgap starter — at best — for the Lions, but Holmes and Campbell saw things differently. “Everybody created that monster and that was never the case with us,” said Holmes, who called it a “lazy narrative.” Goff, who’d gone 1-11 as a true freshman starter for Cal in 2013, viewed it as a chance to do something epic.

“The opportunity that I have to be at the ground floor of something is something that most guys don’t get in their career,” he recalled thinking. “You can either see it as something that’s happened to you or something that’s happening for you.”

The turnaround didn’t happen quickly — and Goff’s self-esteem suffered along the way. “It felt like he got traded here to never be talked about again,” said Goff’s wife, Christen, who was his girlfriend at the time. The model and actress relocated from L.A. to Detroit after the trade and had an up-close-and-personal view of the struggle. In 2021, the Lions didn’t win their first game until December, beginning with an 0-10-1 stretch that included a 28-19 road defeat to the Rams.

In February, a week before Stafford and the Rams would defeat the Cincinnati Bengals in Super Bowl LVI at SoFi Stadium, I visited Goff at his Hidden Hills home, and he did his best to put a positive spin on the situation. “We all run our own race, whatever that may be,” he told me then, expressing excitement at the prospect of working with Johnson as his coordinator. “It’s part of the journey, and this year obviously was a tough experience. My time will come, whenever that may be, to get another crack at it, and in order to get there, there’s a lot of work that needs to be done.”

So Goff did the work — schematically and psychically. He felt stung by the way his Rams tenure ended and experienced conflicting emotions as they won a Super Bowl without him, but he refused to let bitterness be his driving force.

“It’s not vindictive for me,” he insisted. “And I think that was a big part of the journey, that it couldn’t be. Because that’s not enough. That’s not enough to motivate you to get through the hard times. It was never that. … It truly became, how can I help this team and help this city and be a part of this rebuild and do everything I could for Dan and for this coaching staff?”

GO DEEPER

The Lions believed in Jared Goff, and that’s all he needed to come roaring back

Even as the losses mounted, and Goff sensed he might be out of time, Campbell and Holmes never wavered in their support. Both men had long admired Goff’s mental and physical toughness. As things turned around in 2022, Goff’s grit and refusal to fold began to resonate with a fan base conditioned to wallow in enduring misery. The Lions rallied to make a late playoff push but were eliminated on the final night of the regular season — when the Rams lost to the Seattle Seahawks in overtime. Goff got the news during pregame warmups at Lambeau Field, where the Lions’ NFC North rivals, the Green Bay Packers, still faced a win-and-in scenario. Intent on spoiling the Packers’ party, Goff and his teammates earned a 20-16 victory that ended an era for another former Cal quarterback: It was four-time MVP Aaron Rodgers’ final game with the franchise.

It took 12 games before Dan Campbell and Jared Goff celebrated their first win together, but the Lions never wavered in their support for their QB. (Rey Del Rio / Getty Images)

Last season, as the Lions closed in on their first division title and home playoff game in 30 years, it became clear that Goff might have to confront his demons in a conspicuous setting. Sure enough, as if the bracket were drawn up by screenwriters, the third-seeded Lions hosted the sixth-seeded Rams in a first-round playoff game at Ford Field. If Detroit was going to break an NFL-record nine-game postseason losing streak, Goff would have to get past McVay and Stafford.

In the lead-up to the game, Goff tried hard not to make the story about him. As it turned out, tens of thousands of empathic observers would adopt a different approach.

When Goff entered the tunnel to take the field for pregame warmups 50 minutes before kickoff, his image was projected onto the stadium’s video screens. Spontaneously, fans began chanting his name, increasing the volume minutes later when Stafford, who’d spent 12 years as Detroit’s starter, took the field. It was an acknowledgment of the stakes, of Goff’s difficult journey and of a region’s unmitigated embrace of a player who’d won the respect of the paying public.

Scoop City Newsletter

Free, daily NFL updates direct to your inbox.

Advertisement

Free, daily NFL updates direct to your inbox.

Sign Up

“That’s what it felt like,” Goff recalled. “It was very surreal. I was like, ‘Holy s—; this is incredible.’ … They knew I was dumped by this team. They knew that basically (the Rams) said I wasn’t good enough. And they were saying, ‘No, you’re our guy. You are good enough for us. Let’s go win it.’”

Said Christen Goff: “That was so incredible. Everybody here got it. It’s not like they’re cheering his name because they are obsessed with him and they think he’s just everything. It’s because every single one of those people have been him before, or they just get that story, and it resonates with them. … It didn’t feel like fans; it felt like family.”

On the sideline, Goff sidled up to Johnson and told the coordinator, “Dude, I feel great! Let’s go!”

“Yeah,” Johnson answered, “I’d be feeling pretty good if the whole stadium was chanting my name, too.”

Goff delivered, sealing the Lions’ 24-23 victory with an 11-yard pass to star receiver Amon-Ra St. Brown just after the two-minute warning — a typically bold Campbell second-down call — and the chants got even louder. When he reached the locker room, his teammates were joyfully mimicking the “Jared Goff” mantra. He cherished the moment, believing it was a one-off.

Ja-red GOFF! Ja-red GOFF!#AllGrit pic.twitter.com/NGBoC8KRMN

— Detroit Lions (@Lions) January 15, 2024

“I thought that was the end of it,” Goff said. “But yeah, it’s taken on a life of its own.”

The chant resumed a week later at Ford Field as the Lions defeated the Tampa Bay Buccaneers to reach the NFC Championship Game. Soon after, it went viral, surfacing at a University of Michigan hockey game, a Grand Rapids Griffins hockey game and a high school cheerleading competition in eastern Michigan. The chant has since been busted out at Red Wings and Pistons games, at most Lions road games and at Green Day and Creed concerts.

“Now it’s just a fun thing that everybody’s doing when they’re drunk at a bar, which is honestly just as amazing,” Christen Goff said. “I’ve seen it everywhere. People send me videos; I think somebody got married in Italy and a chant broke out. Now I think it’s Michigan’s inside joke.”

Campbell’s wife, Holly, doesn’t see the phenomenon ceasing anytime soon: “I think 50 years from now, Jared Goff chants will still be happening. I think it’s just a thing now. And it’s beautiful, because it is about the underdog fighting adversity and coming out on top.”

Jared Goff has come to be the perfect representation of Detroit. (Cooper Neill / Getty Images)

Last January, it appeared that Goff’s amazing journey would land him back on the sport’s grandest stage. The Bay Area native returned to his home region for the NFC Championship Game, and Detroit took a commanding, 24-7 halftime lead over the 49ers at Levi’s Stadium. A furious San Francisco comeback dashed that dream — or, quite possibly, delayed it.

The Lions have looked like a legitimate contender from the jump in 2024, and Goff has continued to slay ghosts and smash narratives. In the season opener, he beat the Rams again at Ford Field. In early November, Goff — who as a Golden Bears freshman was pulled from a game at Oregon because he couldn’t throw in a driving rainstorm — completed his first 11 passes, and 18 of 22 overall, in similarly wet conditions in Green Bay.

The following week, in a Sunday night road clash with the Houston Texans, Goff threw five interceptions — more than half his current total for the entire season. Yet the Lions, trailing 23-7 at halftime, rallied to win, 26-23, on Jake Bates’ 52-yard field goal as time expired. Afterward, in the visitors’ locker room, Goff channeled another California native, Kendrick Lamar, and essentially dropped a “Not Like Us” remix while addressing his teammates: “If that ain’t a f—ing lesson that it ain’t over until it’s over, that’s what it is, boys. Way to fight all day. We’re f—ing different. We’re f—ing different than all 31 in this league.”

We found a way pic.twitter.com/lzSSpJVMfM

— Detroit Lions (@Lions) November 11, 2024

Later, Goff harkened back to the trying times he, many of his teammates and their coaches have experienced together, and the resolve it fostered.

“Yeah, we are (different),” Goff said, leaning forward in the chair where he sits during his marathon film-study sessions at home. “There aren’t many teams who can go through that and win, on the road, on ‘Sunday Night Football,’ with five turnovers — the whole thing. It took everyone to win that game.

“There are no other teams like us. You can’t replicate it unless you go through what we’ve been through. Which is not fun. And most people don’t survive. And most head coaches don’t stand firm with it — and stand in the s—, and stand in the mud, and take all the criticism.”

GO DEEPER

Super Bowl 2025 odds: Lions, Chiefs lead. Eagles, Ravens rising

Goff’s voice rose as he continued.

“I think there were moments where Dan could have turned his back on me,” the quarterback said. “He was the head coach on a team that was 0-10-1, and then at the end of the season we were 3-13-1. Could’ve done it then; could’ve done it in the middle of that first season; could’ve done it the next year when we were 1-6 to start. And he never did. And I’m thankful for that. ‘Cause you see it all over the league, where somebody’s head’s got to fall. They were calling for his head. They were calling for Brad’s head. They were calling for my head. And Dan just held the line and said, ‘No, I believe in what we’re doing here, I believe in Jared, I believe in what we have going on, and he’s our guy.’ And here we are.”

As he continues his unlikely comeback story, Goff is exactly where he wants to be, in a place that appreciates every bit of adversity he has overcome. His name may be chanted all over the world, but the 30-year-old quarterback belongs to Detroit and its appreciative fans, and he wouldn’t want it any other way.

“I think they relate to the journey a lot,” Goff said. “Especially the last four years of everyone telling you you’re not good enough, and you kind of turning away from that and saying, ‘Hey, watch me. Let’s see. Let’s see what happens.’ And that motivates me. But I’m not motivated by that as much as I am motivated by wanting to win for this city.”

(Top photo: Cooper Neill / Getty Images)

Sports stars, celebrities, and even cryptocurrency all have rookie cards… but does Santa Claus? It’s a question you may ask yourself after consuming a little too much nutmeg. And since the season of giving is officially here, I want to spread some holiday cheer by highlighting Christmas-themed trading cards, which is a bigger niche than you may realize.

So let’s dive into a fun corner of the trading card world, one dominated by the GOAT of gift giving himself: Old St. Nick.

A brief history of Santa Claus trading cards

There isn’t a concrete origin story of Santa Claus trading cards, but some of the first examples in the United States date back to the late 1800s. Ohio-based company Woolson Spice created several artistic Christmas trading cards featuring Santa sitting around the tree with children or on his sleigh. Woolson Spice used the back of the cards to advertise its products, such as Lion Coffee.

There technically isn’t a card from the 19th century that’s coined as Santa’s “true” rookie card among the collecting community, but one of his most known from the time can be found in the 1890 Duke Holidays set. The popular tobacco company produced a 50-card set featuring three Christmas cards, but only the U.S. variation included Santa Claus. According to Professional Sports Authenticators’ (PSA) graded population report, the company has authenticated less than 15 copies. An example of the card is even in the Metropolitan Museum of Art’s collection.

1890 Duke Holidays Christmas, U.S. card. (Photo: Metropolitan Museum of Art)

It’s fascinating to see Santa Claus’ evolution from how he was depicted back then compared to today. Many early picture cards showed a thinner-looking version, sometimes dressed in a green or brown suit. It was Coca-Cola’s advertisements starting in the early 1930s that cemented the image of Santa Claus that we have today (although it was political cartoonist Thomas Nast who originated it in the 1860s). And yes, there are trading cards featuring those old Coke ads that were made in the 1990s.

In the late 1980s, the sports card industry exploded in popularity and began producing more and more sets. One of the first Santa Claus cards that caught the attention of modern collectors is the iconic 1989 Pro Set Football card. The promotional card was given to card shop owners and dealers during the holidays and could not be pulled out of packs, which heightened demand for it.

1989 Pro Set promo card. (Photo: eBay)

The front of the card lists Santa Claus as a “player-coach” and depicts him wearing a baseball cap bearing his own name and a red satin jacket emblazoned with the NFL logo. Inexplicably, he is holding up the very same trading card that he is on, creating a mind-bending card-ception loop. Behind Santa Claus, through a snow-covered window are two Pro Set executives dressed as elves (Leaf remade this card in 2021 with a selection of notable figures ranging from Donald Trump to Pele there instead, which can complicate searches for the more valuable original). The back of the card features Santa Claus’ vital info and a scouting report.

It was such a hit that Pro Set began putting Santa Claus cards into its sets starting in 1990. All of those were printed in far higher quantities, making them easy to obtain today, but the ‘89 card is still highly sought after, with “gem mint” PSA 10 graded copies selling for around $500 to $750.

As the sports card industry continued to innovate in the 1990s, it opened up new opportunities to celebrate the holidays through autograph and memorabilia cards. One of the first autographed cards of Santa Claus can be found in 1991’s Pro Line Portraits with the rarest version limited to 200 copies.

In 1998, Upper Deck produced an oversized Kris Kringle promo card featuring a velvety red piece of “holiday-worn jersey” that was exclusive to the company’s Collector’s Club members. The card can be found on eBay for around $20.

In 2007, Topps created the most comprehensive offering yet, with a special Santa Claus Holiday Set that contains 18 cards, all featuring versions of Santa Claus on Topps’ most popular designs of all time, including a Kris Kringle relic card, an autograph card, and a rookie card that pays homage to Mickey Mantle’s famous 1952 Topps card. Instead of being a “Topps Certified Autograph,” the signed card in this set is a “Topps Santafied Autograph,” with the back of the card insisting, “Santa himself signed this card with the very pen he uses to make his list of all the naughty and nice children around the world.” The back of the relic card, bearing a piece of Santa’s suit, says, “Topps acquired this suit from Santa himself, who requested it be spread as far and as wide as possible so everyone could have a piece of his holiday spirit to cherish and revisit whenever they wish.”

2007 Topps Holiday Set. (Photo: eBay)

In recent years, Topps has produced more Santa Claus autograph and relic cards for its holiday baseball sets (more on those in a minute), but the disclosures have gotten decidedly less whimsical. “The relic on this card is not from anything at all,” says the back of a 2019 offering.

Over the last decade or so, the hobby’s annual holiday set releases have produced more Santa Claus trading cards than ever before. In the most recent Topps Holiday set releases, collectors can pull rare chase cards of other classic North Pole characters such as Mrs. Claus, Frosty the Snowman, the Gingerbread Man, and more.

Holiday-themed sports sets

The sports card industry offers a few holiday-themed sets that bring a seasonal vibe to collecting with unique player-worn holiday sweater cards and festive super short print variations.

The main baseball card release centered around this festive time of the year is Topps Holiday. First produced in 2016, the set has holiday-inspired designs of the MLB’s rookies and stars where you can find hidden elves, snowflakes, and Christmas lights on cards. Collectors can pull autograph cards, player-worn Christmas hat relics, and those aforementioned rare relic/auto cards of Santa Claus. Topps Holiday sets are retail exclusives that can be found online and in stores like Target and Walmart.

2024 Topps Holiday Bobby Witt, Jr. image variation. (Photo: eBay)

A few years after the first Topps Holiday release, Panini, which produces NFL and NBA licensed trading cards, began offering Hoops Basketball and Donruss Football holiday-themed sets that have also become popular with collectors. In 2022 Donruss Football, Panini released a visually stunning Santa Claus Downtown insert. The ultra-rare case hit (there has traditionally been only one Downtown insert per every couple hundred packs) is still in massive demand, with PSA 10 copies selling for more than $1,500. The one-of-a-kind Clearly Donruss Holo parallel of this card sold for $3,234.71 in June of this year — a record high for a Santa Claus card, according to CardLadder’s database, which tracks card sales across major online marketplaces.

I would consider these products to be more collector-focused, with less monetary value on average than many other sets, but they offer plenty of chase cards and autograph relics of top rookies and stars that can still fetch hundreds of dollars. PSA 10 Topps Holiday base rookie cards of superstars like Aaron Judge and Shohei Ohtani sell for north of $100.

Classic holiday movie trading cards

This Peter Billingsley autographed A Christmas Story card sold for $750. (Photo: eBay)

One of my favorite holiday traditions is to sit back with a glass of eggnog and watch Christmas movies — a genre that is also making its way into trading card forms now. This year, actor Chevy Chase released a Christmas Vacation 35th Anniversary Box Set that offers signed cards of the Griswold family and personally used Chevy Chase relic cards. The limited edition release of 300 boxes quickly sold out, but a few have made it to eBay.

Cryptozoic Entertainment and Marquee Trading Cards recently put out a similar set based on the beloved holiday movie “A Christmas Story” to celebrate the 40th anniversary of the film’s release. Collectors have the chance to pull single and dual autograph cards signed by the cast, hand-drawn sketch cards, and serial-numbered chase cards. Sealed boxes are available on eBay for around $130 and a 1/1 Peter Billingsley (Ralphie) autograph card inscribed “I want a Red Ryder!” has already been pulled from a pack and sold for a penny shy of $1,000.

Billingsley also signed cards for Leaf, some with an “Oh fudge” inscription that are being sold for $99 each — exactly what someone might say after their loved ones find out they spent $99 on a Ralphie autographed card.

The Athletic maintains full editorial independence in all our coverage. When you click or make purchases through our links, we may earn a commission.

(Top photo: Stephen Pond/Getty Images)

SALT LAKE CITY — Nick Bjugstad walked out of a meeting with the Utah coaching staff following Friday’s morning skate still in full uniform when somebody yelled, “Five minutes ‘til the first bus!”

“I can do it,” Bjugstad, in his 13th season, yelled back while laughing as he began to strip out of his gear.

But when he realized a Utah TV reporter wanted to grab him for an interview in advance of the club’s game against the Wild and he had also committed to doing a quick radio hit with the local Minnesota sports station, Bjugstad — the epitome of ‘Minnesota nice’ — said, “I’ll take the second bus.”

That’s when the director of team services approached and told Bjugstad he could Uber back to the team’s hotel. Just give him the receipt and he’d make sure Bjugstad was reimbursed.

As more than one person in the locker room joked, “There’s something that wouldn’t fly last year.”

In every conversation with a former Arizona Coyotes player, you can sense how refreshing it is to be playing for an owner — Ryan and Ashley Smith and the Smith Entertainment Group — so committed to treating them right after an accelerated $1.2 billion purchase to move an entire franchise virtually overnight.

This goes beyond a $20 Uber ride Bjugstad can easily afford.

Heck, just the mere fact Utah was staying at the Four Seasons in Minneapolis — voted the “Hotel of the Year” last season by 32 NHL clubs — was notable.

“There’s no excuses anymore,” said Utah general manager Bill Armstrong, who has brought most of his staff to Utah after three seasons running the Coyotes’ hockey operations. “We’ll stay in the best hotel in the city, we’ll make sure we have the best food on the road, the best of everything.

“So we’ve taken the excuse factor out of it. That’s all gone for us. We’re provided with the best so there’s no excuses in our organization. We’re still young, we’re still growing, we’re still getting better, but there’s no excuses as far as the way that we’re treated and all the assets we have to use to be the best.”

From the moment the players touched down in Salt Lake City last spring and were greeted by thousands in an airport hangar and an overstuffed Delta Center to welcome the new NHL franchise, Utah Hockey Club players have felt right at home.

“We walked in and basically we’re looking around like, ‘What is going on?’” Bjugstad said, smiling. “I couldn’t believe it. So that was how it started and then from there, it was just top-notch. Like seriously, treated like kings. Completely first class.

“This is nothing against Arizona. They have die-hard fans. But it became frustrating as players. We wanted news of what was going to happen and there was a lot of limbo for a long period there. So that was probably the most frustrating part. Players and staff, everyone got through it together and then we come here and it’s just a whole other world for us. And it’s fun for the guys that haven’t seen organizations like this and guys that have been in Arizona for so long or have only played for Arizona to come here, get treated so well and realize this is how it is other places. The amenities are great, the interactions with the Smiths have been huge and the fans are so excited.

“This is proof we just had to move on.”

Delta Center pic.twitter.com/ra0LzA998g

— Michael Russo (@RussoHockey) December 11, 2024

Advertisement

In a single offseason, the Smith Entertainment Group renovated the bowels of Delta Center to give not just the home team a first-class locker room experience that includes a shared coaches room, weight room and trainer’s room with the Utah Jazz, but also the visiting team. NHLers experiencing a road game at Delta Center for the first time have been blown away by the size of the visitors room and the fact they have access to a full gym, hot tub, cold tub and a medical room that’s bigger than many in their home rinks.

They figured out a way to build a temporary practice facility at the Olympic Oval in Kearns, Utah that was used for speed skating at the 2002 Winter Olympics. They built a practice rink on an island right in the middle of the Oval, buying time for the permanent facility to be built by the fall of 2025 in nearby Sandy. The club quickly scooped up 111 acres of a shopping mall and is essentially gutting a Macy’s that will be transformed into a state-of-the-art facility to house the hockey club’s offices.

The Smiths are also leading a downtown revitalization proposal to reimagine a sports and entertainment district just east of Delta Center.

And over the next two or three offseasons for the Jazz and Utah Hockey Club, Delta Center will be renovated to create a better hockey viewing experience ahead of the 2034 Salt Lake City Winter Olympics.

Currently, there are 11,131 unobstructed seats in the arena and another 5,000 where portions of the ice can’t be seen. Luckily, the building has an enormous, picture-perfect center-ice scoreboard that fans can look at if they can’t see part of the game. Yet despite only counting the 11,131 unobstructed seats as capacity, well more than that have been attending games.

“We’re going to renovate the arena as quickly as we can,” said Chris Armstrong, Utah’s president of hockey operations and not related to Bill. “You start making major changes in the lower bowl and pushing the building out and doing things, we’re going to discover things along the way. Anybody who’s been through a house renovation knows about that.

“But we’re going to try and do it as expeditiously as we can, but we also want to get it right for the fans and during that process make it as minimally disruptive as we can for fans. We will focus on making as many unobstructed seats as we possibly can. We’ve had great demand for the limited view, the single goal view seats this year. People are hungry to get in the building and experience NHL hockey and the environment here at Delta Center. That’s exciting because people are still getting hooked on hockey while they wait for the renovations.”

One idea being played with is a section of seats from the glass to the top of one of the end zones, creating a continuous wall of fans. If that can be achieved, the suites and hospitality areas currently in that end zone would be moved to the other end zone.

Last Wednesday, a few hours before the game, Ryan Smith announced on X that he was giving away tickets for that night’s game against Vancouver, including eight seats in his suite. There was so much demand, Smith quickly got together with SeatGeek and gave away an additional 2,000 single-goal view seats for free. They disappeared in less than an hour.

Pretty neat from an owner who never watches games from inside his snazzy corner suite. Instead, in a tracksuit, he sits along the glass with guests that have included NHL commissioner Gary Bettman, several Jazz players such as former hockey player Lauri Markkanen, former NBA star Dwyane Wade, golfer Tony Finau and music stars Post Malone and Benson Boone.

That game against the Canucks? Utah rallied from a 2-0 deficit in the third period on goals fittingly by captain Clayton Keller and budding young star Dylan Guenther before Bill Armstrong’s big offseason acquisition, Mikhail Sergachev, won it in overtime.

To see and hear Delta Center erupt was another stark reminder these players are no longer playing in a 4,000-seat college rink as they did the previous two years in Tempe, Ariz.

“Listen, when you’re us and you haven’t had that luxury over the last few years to play out in front of a crowd that big and sold out, it’s a beautiful thing,” Bill Armstrong said. “And it gives you that little extra boost. Down 2-nothing in the third, I think the crowd was what put us over the edge.”

Things haven’t just been special off the ice for the Utah Hockey Club.

They are rolling on the ice, too.

Andre Tourigny’s club has won seven games in a row on the road and is 6-0-2 in its past eight, 8-1-3 in its past 12 and pulled within a point of a playoff spot in the Western Conference Sunday with a shootout loss to Anaheim.

This is no longer the Coyotes, where Armstrong’s edict was simply to meet the cap floor, acquire dead-money contracts for essentially retired players to help him do that and gobble up as many draft picks and prospects as possible.

Yet because of the latter, the future in Utah is bright with a core that includes Keller, Guenther, Logan Cooley, Lawson Crouse, Nick Schmaltz and Michael Kesselring (who has soared in the wake of injuries to Sean Durzi and John Marino) and prospects on the horizon such as Maveric Lamoureux, Tij Iginla, Dmitriy Simashev and Daniil But.

“A lot of people start a rebuild, not many people finish it,” Armstrong said. “You don’t want to change the plan depending on what’s going on day-to-day. But this summer, we were able to get some players like Sergachev to help push the process along. You’re getting some pieces that allow you that opportunity to become better and take that next step.

“It’s interesting — you got all the cap space, but that cap space goes quick with a couple of bad decisions. We just try to stay to the timelines and stay to the rebuild to be true to the sense that we want everybody roughly the same ages to some degree, to kind of grow together. The Sergachevs of the world joining the Kellers, the Crouses, and now the Cooleys and Guenthers and that. We added Cup winners — Sergachev, (Kevin) Stenlund, (Ian) Cole, (Robert) Bortuzzo. When we’re going through the rough times and we’re beat up physically and we have some injuries, those guys keep that ship going pretty straight for us.”

Armstrong laughed when asked what he considers the timeline for Utah’s rebuild.

“I was in Montreal last year and I pointed to the banner when somebody asked me the same question,” Armstrong said. “I pointed to their last Cup banner and I go, ‘Thirty years ago you won a Stanley Cup.’ There’s a patience aspect that has to go into this where you have to look at the numbers and you’ve got to do the research. The research is that the quickest team ever to come out of the rebuild was the Penguins and they did it with Sidney Crosby, Marc-Andre Fleury, Evgeni Malkin and Kris Letang and they did it within a five-year period. Most rebuilds are somewhere between five to 16 years sometimes to get it done.

“We’re in Year 4 and we’ve been able to, because of COVID and the bad contracts, we were able to accelerate that in the sense of we were able to get a lot more quantity of really good prospects early on. They’re going to filter in the next three to four years. But the good news is the team on the ice right now is a good team and then we’re going to look to add one or two of our prospects to come in over the next few years and you’ll see the team kind of grow and get better.”

But as Armstrong quickly reiterated, the excuse factor of the Coyotes’ yesteryear and their old ownership is gone.

“When you talk about the bull—-, you’re dealing with the negative,” Armstrong said. “Constant stories of negativity. After a while, that gets to players. They want to go to the rink and concentrate on hockey and whether you play bad or well or good, you’re just dealing with hockey. So that makes it easier for the players instead of all the negativity that they couldn’t control that surrounded them.

“So on this end, it’s been really a positive thing and I think our players finally feel like they’re a top-notch NHL franchise. The Smiths have gone above and beyond. The NHL has taken something that was bad and made it good. (Bettman) deserves a lot of credit along with Ryan and Ashley and Chris Armstrong on how they’ve been able to transform it.”

Utah’s eventual nickname and logo are in the final stages and will be announced this offseason, Chris Armstrong said. On Nov. 15, Utah jerseys went on sale and sold out in 24 hours.

Fans lined up at the team store, and Utah set a Delta Center single-day sports event sales record. It beat the previous record — set at its inaugural game against the Chicago Blackhawks on Oct. 8 when other merchandise was available — by 48 percent.

In fact, only one game in NHL regular-season and playoff history had a higher single-game net merchandise sales total: the Golden Knights’ clinching win in Game 5 of the 2023 Stanley Cup Final at T-Mobile Arena on June 23, 2023.

Utah’s closing in on a playoff spot, but you also won’t catch Bill Armstrong jumping for joy and getting ahead of himself just yet.

“It’s been nice for the guys to be rewarded with this win streak,” Armstrong said. “But there’s no nights off in the NHL. I mean, the greatest thing that you can say about our league is the parity. Every night’s a battle. So just when you think you got it mastered, you don’t. Success in the NHL is rented, and rent’s due every day.”

(Photos of Clayton Keller, Delta Center and Ryan Smith: Jamie Sabau / Getty Images)