Goldin Is Expanding Its Franchise Playbook With the Los Angeles Rams
· Yahoo Sports
Following its Lakers announcement, Goldin’s latest agreement with the Rams expands its role in game-used memorabilia and team-operated auctions as the company develops relationships across professional sports.
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“We’re not looking to sign 100 teams.”
That was Ken Goldin’s response when asked about his company’s plans to expand partnerships across professional sports leagues during an October interview with Sam Goodman, Mantel contributor and founder of SOMOS Index, at the launch of Goldin’s multiyear partnership with the Los Angeles Lakers.
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Instead, the auction house’s founder described a selective approach focused on organizations with strong fan communities, established traditions and championship potential.
On October 22, Goldin announced another agreement reflecting that strategy, naming the eBay-owned company the Official Auction House Partner of the Los Angeles Rams.
The multiyear partnership will provide collectors with access to select game-worn jerseys, game footballs and memorabilia from the team’s sidelines and locker rooms. Items will be made available through Goldin’s auctions and eBay Live programming during the remainder of the 2026 NFL season.
“The Rams are a storied franchise with a rich history,” Goldin said in the announcement. “We’re excited to bring memorabilia from their electric on-field moments directly to fans in Los Angeles and around the world through dedicated auctions and our Goldin on eBay Live programming.”
The agreement builds on an existing relationship between the two organizations. Goldin and the Rams previously announced a partnership in December 2021 involving game-used memorabilia and fan experiences. The latest agreement establishes Goldin’s official auction house designation while extending its role into the Rams’ digital auction operations.
Beyond offering collectibles through its established marketplace, Goldin will provide the technology behind Rams Auctions powered by Goldin, available through TheRams.com and the team’s mobile app.
The arrangement gives fans a team-branded destination for bidding on Rams memorabilia, supported by Goldin’s auction infrastructure. All proceeds from Rams Auctions sales will benefit the Los Angeles Rams Foundation and its community outreach programs.
For the Rams, the agreement creates another opportunity to connect the organization with its supporters.
“The Rams are committed to creating meaningful experiences for our fans, and partnering with Goldin creates a new way for them to connect with the team through authentic memorabilia from some of our most memorable moments,” said Jennifer Prince, chief commercial officer of the Los Angeles Rams.
The announcement follows Goldin’s recent activation of its partnership with the Lakers, where the company outlined plans to source historical and contemporary game-used memorabilia directly through the franchise and introduce weekly auctions on eBay Live beginning October 28.
That agreement brought together several elements of Goldin’s approach to professional sports partnerships: access to memorabilia through the teams themselves, opportunities to reach dedicated fan communities and recurring auctions supported by eBay’s live-commerce infrastructure.
The Rams partnership follows a similar approach while giving Goldin an additional role as the technology provider behind the franchise’s own auction platform.
Goldin has also announced a partnership with the Detroit Pistons, reflecting its interest in developing relationships across professional sports rather than concentrating on a single league.
Each arrangement has its own structure, but the opportunity is similar. Professional sports organizations control valuable historical memorabilia and game-used equipment, alongside established communities of fans. Goldin provides the auction expertise and digital infrastructure to connect those objects with interested buyers.
The commercial results will depend on the memorabilia offered, bidder participation and how effectively the franchises introduce their fans to collecting.
For Goldin, the Rams agreement represents another development in a strategy that brings its auction business closer to the professional sports organizations producing the moments collectors want to preserve.