What’s Happening?
Mackay is set to welcome its first dedicated sports card store, with Sugar City Sports Cards opening on Saturday, 13 June.
The new store will open at 25B Wood Street, giving local collectors and sports fans a place to buy, trade and connect.
In a release dated 2 June 2026, local couple Chris Van Malssen and Elle Robb announced the new business.
The store will stock trading cards, card protection supplies, and host community events and trading opportunities.
Chris and Elle said the idea came after they saw a clear gap in the Mackay market.
“What we kept hearing was that people were ordering online or collecting when travelling because there hasn’t been a home for the hobby in Mackay,” Chris said.
“We wanted to create a place where people could walk in, talk sports, open packs, trade cards and be part of a community.”
Why It Matters?
For Mackay collectors, Sugar City Sports Cards brings a growing global hobby closer to home.
Until now, many local hobbyists have had to buy online or pick up products while travelling.
The store also gives families, younger collectors and sports fans a shared place to meet.
For Chris and Elle, the business is about more than selling cards. It is about building a connection.
“It’s about bringing people together,” Elle said.
“Whether you’re a serious collector, a sports fan, a parent looking for a new hobby for your kids, or someone rediscovering a collection from years ago, we want Sugar City Sports Cards to be a welcoming place for everyone.”
By the Numbers
- The Australian sports trading card market was estimated at about AUD $68 million in 2024, showing strong demand for the hobby.
- Industry analysts estimate the market could grow to more than AUD $132 million by 2033, driven by nostalgia, community and younger collectors.
- The store will offer cards from eight major sports and entertainment codes, including NBA, NFL, NRL, AFL, Soccer, UFC, WWE and Cricket.
Local Impact
Sugar City Sports Cards gives Mackay a local base for a hobby already followed across North Queensland.
Chris and Elle said there are thousands of hobbyists across the region, but no dedicated local space for them.
The couple has already seen strong interest before the store opens.
“We realised there was already a community here waiting for something like this, and our social media pages have connected us with collectors from all over the Mackay region and central Queensland,” Elle said.
The store may also give families a new weekend activity in the city centre.
Zoom In
The business has been built by Chris and Elle as a family venture.
Chris previously worked in the mining industry, while Elle comes from a corporate background.
Both are avid sports fans, and their shared hobby grew into a full business idea.
“What started as a hobby quickly turned into a business idea, and then into something much bigger,” Elle said.
“We’ve spent months planning, building and creating a space that feels welcoming to everyone, whether you’re a diehard collector, someone who wants to relive a bit of nostalgia, or just looking for something new and different to be part of in Mackay.”
Zoom Out
Sports trading cards have grown well beyond a niche hobby.
The industry has gained momentum through social media, live pack openings, online trading and renewed interest from younger fans.
In Mackay, Sugar City Sports Cards brings that wider trend into a local shopfront.
It also gives collectors a physical place to trade, meet others and enjoy the hobby in person.
What To Look For Next?
Sugar City Sports Cards opens at 25B Wood Street on Saturday, 13 June.
After opening day, the store is expected to become a regular meeting place for collectors, sports fans and families through trading opportunities and community events.
