Key Takeaways
- • Alexis Ohanian's venture capital firm Seven Seven Six has acquired ONIT, a privately held trading card manufacturer specializing in officially licensed college sports cards, with financial terms undisclosed.
- • ONIT produced trading cards for 212 teams and more than 8,000 student-athletes across 67 Division I schools during the 2024-25 academic year, including a significant emphasis on women's sports—reportedly more women's college athlete cards than all other companies combined.
- • Evan Parker, former NASCAR and The Athletic executive who previously built the collectibles social media app Mantel (also backed by Ohanian), has been appointed ONIT's new CEO to guide the company through its fifth season as a licensed manufacturer in 2026-27.
- • The acquisition positions Seven Seven Six to capitalize on the college sports collectibles market during the NIL (Name, Image, and Likeness) era, focusing on underrepresented athletes beyond marquee programs and flagship sports.
Summary
Seven Seven Six, the venture capital firm co-founded by Reddit co-founder Alexis Ohanian, has acquired ONIT, a college sports trading card manufacturer with a focused niche in officially licensed collegiate athlete collectibles. The transaction's financial terms were not disclosed. This acquisition represents Ohanian's strategic entry into the trading card manufacturing sector at a time when college sports collectibles have gained prominence in the NIL marketplace.
ONIT has established itself as a specialized player in college sports cards, having produced cards for 212 teams and more than 8,000 student-athletes across 67 Division I schools during the 2024-25 academic year. The company has distinguished itself through broad representation beyond elite programs, including cards for linemen, reserve players, and athletes unlikely to reach professional leagues. Notably, ONIT has produced more women's college sports trading cards than all other competitors combined, representing a competitive differentiation in an underserved market segment.
The company's new leadership structure reflects Ohanian's broader investment strategy in sports collectibles. Evan Parker, who previously served in executive roles at NASCAR and The Athletic, has been appointed CEO. Parker brings direct experience building in the collectibles space, having guided the creation of Mantel, a collectibles-focused social media application that also counts Ohanian as an investor. This continuity in leadership vision signals strategic alignment between Seven Seven Six's ownership and ONIT's product development trajectory.
Ohanian has articulated a clear strategic rationale for the acquisition, emphasizing ONIT's inclusive approach to athlete representation. In a statement to The Athletic, he highlighted the company's ability to produce cards for both high-profile athletes and supporting cast members who might never otherwise receive trading cards. The emphasis on women's sports representation within ONIT's portfolio aligns with broader institutional investment trends toward undermonetized athlete segments. The 2026-27 academic year will mark ONIT's fifth season operating under NCAA licensing agreements, positioning the acquisition as a consolidation play within an emerging college sports collectibles market.
ONIT has established itself as a specialized player in college sports cards, having produced cards for 212 teams and more than 8,000 student-athletes across 67 Division I schools during the 2024-25 academic year. The company has distinguished itself through broad representation beyond elite programs, including cards for linemen, reserve players, and athletes unlikely to reach professional leagues. Notably, ONIT has produced more women's college sports trading cards than all other competitors combined, representing a competitive differentiation in an underserved market segment.
The company's new leadership structure reflects Ohanian's broader investment strategy in sports collectibles. Evan Parker, who previously served in executive roles at NASCAR and The Athletic, has been appointed CEO. Parker brings direct experience building in the collectibles space, having guided the creation of Mantel, a collectibles-focused social media application that also counts Ohanian as an investor. This continuity in leadership vision signals strategic alignment between Seven Seven Six's ownership and ONIT's product development trajectory.
Ohanian has articulated a clear strategic rationale for the acquisition, emphasizing ONIT's inclusive approach to athlete representation. In a statement to The Athletic, he highlighted the company's ability to produce cards for both high-profile athletes and supporting cast members who might never otherwise receive trading cards. The emphasis on women's sports representation within ONIT's portfolio aligns with broader institutional investment trends toward undermonetized athlete segments. The 2026-27 academic year will mark ONIT's fifth season operating under NCAA licensing agreements, positioning the acquisition as a consolidation play within an emerging college sports collectibles market.
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