How did Ilia Topuria’s rookie card reach a record-breaking $101,000?

The card that became the most expensive UFC card ever was sold at Goldin.

How the hell did Ilia Topuria’s rookie card reach a record-breaking $101,000?

Market-wise, if we look at the top 10 most expensive UFC cards ever sold, it doesn’t really make sense. The highest sales for UFC cards happened between 2021 and 2022, with the Khabib rookie leading at $79,000. Since then, only a few cards have sold for five figures.

The same card, in Shimmer and PSA10, is currently listed on eBay >>>

As for Topuria’s cards, his biggest sale was the 2022 Prizm Gold /10 for $6,000. Overall, the UFC market has been quite subdued compared to those earlier highs. The influx of new sets and variants from Topps, combined with their recent strategy—favoring breaker distribution to quickly sell out their stock at release, creating scarcity for collectors on traditional retail channels—has led to a market where only high-end cards attract serious investment. Anything below a /10 is often tucked away in a drawer unless it’s a hot rookie, or a legend of the sport.

See 2022 Ilia Topuria Rookie listings on eBay >>>

Let’s break it down into three key points that shed light on this remarkable moment in sports card history.

1. The Athlete: Rise and Rising Popularity

Topuria's ascent in the UFC has been nothing short of meteoric. Once seen as a promising talent, he now holds championship belts in two different divisions, having taken out legends like Alex Volkanovski, Max Holloway, and Charles Oliveira. His undefeated record at just 28 years old, combined with a relentless fighting style characterized by blistering strikes and sharp footwork, has propelled him into the global MMA spotlight. This dominance has transformed Topuria from an up-and-coming fighter into a marketable star, driving demand for anything connected to him.

Ilia Topuria finishing a tough Max Holloway, something that has never been accomplished before.

Undefeated status remains a key driver in the market, especially when fighters are young. Typically, we see significant declines in value for UFC athletes once they start recording losses—regardless of how impressive or popular they are—such as Sean O’Malley, Alex Pereira, or Diego Lopes, who recently experienced sharp drops after setbacks. Currently, Ilia sits at the top of the food chain, clearly representing a new generation of skills and emerging as the rising star of the organization.

2. The Card: The First True Rookie

In the world of trading cards, being the first is everything. Topuria's 2022 Panini Prizm rookie card holds a special place as his first "true" rookie, representing the athlete's real debut in trading card form from an official set, with a base card. The Prizm set being as well the first released by Panini before the Select, Immaculate and so on. Unlike early or unofficial rookie cards—such as those from the TOPPS NOW series—these are considered the authentic debut that collectors covet most. This exclusivity and historical significance have driven prices upward, and now, that value has surpassed previous benchmarks.

Check the Top 10 Rookie Autograph Cards in 2025 UFC TOPPS CHROME set >>>

3. The Market: The Gap and the Gaze of the Wealthy

What’s truly astonishing isn't just the card’s record-breaking price, but the market phenomena behind it. We’re witnessing a widening gap between the low-end and high-end collector markets. While many collect for passion, a growing segment of ultra-wealthy individuals are investing in trading cards as alternative assets—they see value, scarcity, and potential for appreciation. The luxury-level spending on Topuria’s rookie card exemplifies this trend: a rarefied intersection where sports memorabilia becomes a playground for serious investors who are shaping the card market’s future.

So, how does a fighter’s rookie card hit $101,000? It’s a perfect storm—Topuria’s rise, owning the first true rookie card, and a market increasingly driven by wealth and speculation. It’s a fascinating reflection of not only where MMA and collecting are headed but also how the margins of the trading card world are being redrawn by those with the deepest pockets. 4. The Future: Upcoming UFC Opportunities and Beyond

At just 28 years old, Topuria has the talent and many options ahead of him to stay relevant in the years to come. In the UFC, a fight with stars like Islam Makhachev or Paddy Pimplett would sell out instantly. However, Topuria has also expressed interest in following in Conor McGregor’s footsteps, exploring boxing—something he’s stated multiple times recently, claiming he has the power to compete in the squared circle. We’ve seen UFC legends like McGregor and Francis Ngannou recently get fights against boxing champions. Even if they lost, the buzz and respect that come with stepping into the ring are significant. Ilia Topuria could potentially achieve this in a way that elevates his career and reputation even further. Outro:

What does it say about today’s sports landscape when a young fighter’s rookie card can fetch six figures? It speaks to Topuria’s explosive rise, the evolving nature of the UFC market, and the hunger of investors to find the next big thing. As Topuria continues to innovate—inside the cage and beyond—his story is a testament to how sports, commerce, and passion are increasingly intertwined in a new era of athletic greatness.

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