Fanatics launched a collectibles marketplace called Fanatics Collect on Tuesday, the company announced in a news release.

A little more than a month after announcing the complete rebrand of trading card marketplace PWCC, Fanatics officially launched its replacement, Fanatics Collect, on Tuesday afternoon.

Fanatics is upping its game through a partnership with Sotheby’s to sell trading cards with values of US $100,000 or more, leveraging the international reach of the auction house to broaden its business.

TNT Sports’ Bleacher Report is hosting a new sports card-breaking show and opening a digital shop in the Fanatics Live commerce platform as part of a new content partnership between the two.

Fanatics Collectibles and Fanatics Live launched a new program Wednesday that will highlight 10 of hottest sports cards on the market and reward collectors for finding them during card breaks on the Fanatics Live platform.

Fanatics Live is partnering with Dude Perfect on a series of live shows featuring memorabilia bidding, interactive giveaways and real-time engagement with fans.

Fanatics is executing another play to build its trading card ecosystem with today’s launch of its new livestream commerce business, Fanatics Live. The new app promises collectors a live shopping experience through creator-run breaks, where consumers can watch and interact with live product openings and buy cards in real time.

Global sports retail and e-commerce giant Fanatics has officially launched Fanatics Live, a new live-shopping platform that is basically a 21st-century Home Shopping Network for sports collectibles and merchandise.

Fanatics’ first livestream shopping event will feature collectors opening baseball trading card packs on the field during this week’s Major League Baseball All-Star Game events in Seattle.

Fanatics is moving into livestreamed shopping around collectibles and trading cards, hiring a former Snap and Alphabet executive to launch its new business later this year.

Fanatics founder Michael Rubin has built his $31 billion sports retail giant by looking at potential opportunities through the lens of three questions: Is it good for fans? Is it good for Fanatics partners? Is it a big enough business opportunity?