Bob Cousy helped revolutionize the point guard position while playing for the Boston Celtics between 1950 & 1963, contributing to six NBA Championships. During this time, Cousy was a 13-time NBA All-Star and received the MVP award in 1957. Beloved as a player, his retirement ceremony became known as the “Boston Tear Party.” His legacy is extraordinary, encompassing the organization of the National Basketball Players Association, the popularization of modern guard play, the elevation of the NBA’s profile, the reception of a Presidential Medal of Freedom, and the naming of numerous basketball awards in his honor. Additionally, Cousy was well-known for his public stance against racism. Unfortunately, he doesn’t have many basketball card options, with only ten items needed to complete his PSA Master Set Registry. While many collectors target his 1957 Topps or 1951 Berk Ross cards for their collections, my favorite is the 1963 HP Hood Dairy oddball.
Bob Cousy retired in 1963 and went to work doing promotions and clinics for the H.P. Hood Dairy Company. These 2 3/8″ x 3 7/8″ cards were distributed during this time period. Bob Cousy confirmed to a collector friend of mine that he used these cards during the period from 1963-1966. One of the Massachusetts-based company’s slogans during this period was “Schoolboy or Celtic, they both get energy to burn from Hood Milk!” The cards come in two variations. The most common variation has a blue ink facsimile signature and says “yours for better fitness, Bob Cousy”. At the bottom of the card it has the Hood logo and below that, it has the “Boston Traveler” logo. The Boston Traveler was a newspaper that is now defunct. The other variation is in black ink and only has the Hood Dairy emblem. Currently, the reason for the difference in cards is unknown. The Boston Traveler newspaper did go out of business in 1967, so maybe Hood had plans to use these cards longer?? We may never know. The black ink Hood card appears to be the rarer of the two. Twenty years ago, it was believed that these cards were exceedingly rare. However, as time has gone on, we have seen a few small finds of these, which have brought the price down slightly. I’ve also included an image of an 11 x 17 advertisement for John Alden fine foods that uses the Cousy graphic from this card.
1963 HP Hood Dairy Bob Cousy Card Variations From VintageBasketball.com
Bob Cousy John Alden Contest Featuring The Same Cousy Image
I’m unsure when that overview was written, but regarding the black ink variation, Heritage Auctions sold a lot of nine of them in June 2022 for $1320.
1963 HP Hood Dairy Bob Cousy Cards – Fronts
1963 HP Hood Dairy Bob Cousy Cards – Backs
PSA doesn’t appear to differentiate between variations in its Pop Report, which contains 22 cards and six autographed copies; SGC has graded six.
Despite the cards’ relative scarcity, they’re not that expensive. In 2021, Probstein sold a trio of them on eBay: a PSA 5 sold for $202 in March, a PSA 6 went for $472 in April, and a PSA 4 for $143 in July. He also sold a PSA 2 for $406 in June 2014.
1963 HP Hood Dairy Bob Cousy Cards
That said, a PSA 7 (the highest graded) sold for $2,247 on eBay in November 2024.
1963 HP Hood Dairy Bob Cousy PSA 7
Lelands sold the original photograph used for the card in November 2023 for $3,540.
Bob Cousy Original Photograph – Front
Bob Cousy Original Photograph – Reverse
Interestingly, I found an advertisement for Hood Milk for sale on eBay a while ago. It was described as coming from the Saturday Evening Post and is dated March 10, 1962, in the upper-left corner. The image looks like it could have been taken on the same day as the PSA Type 1 photo that Lelands sold, and the timeline fits the description of the Cousy card being used from 1963 to 1966.
Hood Milk Ad
The same image used on the 1963 HP Hood Diary Cousy card was also used for the souvenir program for “Bob Cousy Day” at Boston Garden on March 17, 1963, aka The Boston Tear Party. In April 2021, SCP Auctions sold the following team-signed copy for $3,769.
Bob Cousy Day Souvenir Program
The scarcity of basketball card options for iconic figures is an unfortunate reality of the hobby. However, Bob Cousy played a big part in the growth of basketball in America, which led to the abundance of basketball card options that emerged in the late ’80s.
Welcome to part 3 of my series about Upper Deck commemorative sheets. This one, dedicated to basketball, has been the toughest to organize, research, and write about since they seem to be the least discussed across the hobby of the four major sports. In fact, TCDB only has 1991-92 Upper Deck Basketball (with 12 sheets on the checklist) and 1992-93 Upper Deck Basketball (with 13 sheets on the checklist) sheets on it. However, as you will see, there are other years. They’re also tough to organize because the dating on them is inconsistent. You see, The Upper Deck Baseball sheets all have a single year printed on the seal, and the hockey sheets all corresponded to specific games or events that aligned with the NHL season, so they were easy to categorize. However, with Basketball, Upper Deck has sheets that have single years (i.e., 1991 or 1992) and others that align with the NBA season that crosses calendar years (i.e.’ 91-92 or 1992-93), so I will categorize them by the year printed on the gold seal or for later years, the date printed between the words “Limited Edition” and the serial number.
1991 Upper Deck Basketball Sheets
These sheets have a gold seal with a single year, “1991”, on them.
These first two are very similar, one for the June 26, 1991, NBA Draft and another Draft-related one given away at the 12th National Sports Collectors Convention; neither have actual Upper Deck released cards depicted on them.
The following sheet has a similar design to the previous ones but has 1991/92 Upper Deck cards pictured. The sheet was likely a giveaway at the Hawks vs. Pistons game held on November 27, 1991 (the Pistons won 100-91). Also, the Upper Deck logo in the bottom right corner now says 91/92.
1991 Upper Deck Basketball Sheet – Hawks vs. Pistons
The following example celebrates the Lakers playing in the McDonald’s Open in Paris, France, on October 18/19, 1991. However, no cards are pictured, and the logo has no date.
1991 Upper Deck Basketball Sheet – McDonald’s Open
The Open took place at Palais Omnisports de Paris-Bercy in Paris, France. It featured four teams: Slobodna Dalmacija, who were the 1990-91 FIBA European Champions Cup winners; Motnigala Joventut, who were the champions of the 1990-91 Liga ACB; Limoges CSP, who were the runners-up of the 1990-91 Nationale 1A, and the Los Angles Lakers who were the runners-up of the 1990-91 NBA League. The Lakers won the Open, which was a pre-season tournament for them.
Then there are a few ‘Stay In School’ examples with a Limited Edition 1991 Seal. The first, with Bob Lanier and Otis Smith, has a 1991 Upper Deck logo, while the examples with Pistons and Nets logos in place of Otis Smith have a 91/92 Upper Deck logo towards the bottom. The Hawks vs. Pistons sheet pictured previously also has a ‘Stay in School’ logo.
1991 Upper Deck Basketball Sheet – Stay In School
1991 Upper Deck Basketball Sheet – Stay In School Pistons
1991 Upper Deck Basketball Sheet – Stay In School Nets
1991-92 Upper Deck Basketball Sheets
These sheets all have a gold seal with “’91-92” on them.
Upper Deck appears to have given this sheet away during All-Star Weekend in Orlando, held February 7-9, 1992, in conjunction with the Slam-Dunk Championship.
Another sheet that looks a lot like the slam dunk one and is labeled a sample appears to have been intended for the Timberwolves vs. Knicks game on February 29, 1992.
1991-92 Upper Deck Basketball Sheet – Timberwolves vs. Knicks
The Lakers played a home game on February 26, 1992, against the Knicks, the same date as this sheet from Upper Deck commemorating the’ 71-72 World Champion Lakers team.
1991-92 Upper Deck Basketball Sheet – Lakers February 26, 1992
The following sheet is also a sample copy, but it looks like it was supposed to have been given away at the Clippers vs. Pistons game that was played on March 31, 1992. Whether they were or not, I have no idea.
1991-92 Upper Deck Basketball Sheet – Clippers vs. Pistons
This sheet commemorating John Wooden, Adolph Rupp, Dean Smith, and Bob Knight is dated April 4-6, 1992. It looks like it was a promotion at the NCAA Final Four.
1991-92 Upper Deck Basketball Sheet – NCAA Final Four
1992 Upper Deck Basketball Sheets
These sheets all have a gold seal with “1992” on them.
Upper Deck continued promoting their sets at the 1992 NBA Draft held on June 24, 1992. This first sheet commemorates the draft and shows the top draft choices in 1991. Notice the 1992 date on the seal in the bottom left and the 1992 on the Upper Deck Logo on the bottom right of the sheet.
1992 Upper Deck Basketball Sheet – June 24, 1992 NBA Draft
Upper Deck also appears to have made specific sheets for each time; here are the Clippers and Bullets examples.
1992 Upper Deck Basketball Sheet – June 24, 1992 NBA Draft Clippers
1992 Upper Deck Basketball Sheet – June 24, 1992 NBA Draft Bullets
Upper Deck used a similar design as a giveaway at the Charles Smith Battle of the Basketball Stars in June 1992 (I think on June 21).
1992 Upper Deck Basketball Sheet – Battle of the Basketball Stars
The Golden State Warriors sponsored Hoop It Up event, held earlier in June, had its own Upper Deck sheet, too.
1992 Upper Deck Basketball Sheet – Hoop It Up
Next, and this is one of the more popular Upper Deck Basketball sets, is The 1992 USA Basketball Team example.
1992 Upper Deck Basketball Sheet – 1992 USA Basketball
Finally, this Utah Jazz example has a lot in common with some of the 1991/92 examples since it has the ‘Stay in School’ logo, too. However, the Upper Deck Logo is for 92/93.
1992 Upper Deck Basketball Sheet – Utah Jazz Stay In School
1992-93 Upper Deck Basketball Sheets
These sheets all have a gold seal with “1992-93” or “1992/93” on them.
First, I found three examples featuring 1992/93 Upper Deck basketball cards in this category (those with 1992-93 dates on the seal). The first is saluting the Atlanta Hawks; the second was likely a giveaway at the Bull’s April 20, 1993, home game against the Philadelphia 76ers. Both of these sheets have a 92/93 Upper Deck Logo on the bottom left corner. The third sheet, however, doesn’t have a serial number and has a 1993 Upper Deck Logo; it’s for “The Ultimate Hoop It Up 3-On-3 Match Up, East VS West.”
1992-93 Upper Deck Basketball Sheet – Atlanta Hawks
1992-93 Upper Deck Basketball Sheet – Chicago Bulls
1992-93 Upper Deck Basketball Sheet – Hoop it Up
Next are a pair of sheets with 1993 Upper Deck logos; the first appears to have been a giveaway at a Cavaliers home game against the Cavs on January 12, 1993. and the second salutes Larry Bird at his retirement ceremony on February 4, 1993, at the Boston Garden.
1992-93 Upper Deck Basketball Sheet – Cavs vs. Celtics
1992-93 Upper Deck Basketball Sheet – Larry Bird Retirement Ceremony
This final 1992-93 sheet salutes All-Star Heroes in conjunction with the Upper Deck Trading Card and Memorabilia Show held during Utah All-Star Weekend in February 1993.
These sheets all have a gold seal with “1993” on them.
There are a couple of categories of 1993 Upper Deck Basketball Sheets. The first, again, were developed in conjunction with the NBA Draft (June 30, 1993) and appear to have been made for each team. The Upper Deck logo has 1993 on it. Here are examples for the Blazers and Sonics.
1993 Upper Deck Basketball Sheet – NBA Draft Blazers
1993 Upper Deck Basketball Sheet – NBA Draft Sonics
There’s also a more general Upper Deck NBA Draft sheet that depicts the Top Draft Choices from 1992 on it.
1993 Upper Deck Basketball Sheet – June 30, 1993 NBA Draft Top 1992 Choices
Next, Upper Deck made sheets for the NBA Jam Session events held in Melbourne and Sydney, Australia, in August and September 1993.
1993 Upper Deck Basketball Sheet – NBA Jam Session
This next sheet has me a little confused; American Airlines sponsored the 1992-93 three-point contest before AT&T took over in 1993-94. But the cards shown are 1992/93s – perhaps this sheet was made to announce the partnership.
1993 Upper Deck Basketball Sheet – Long Distance Shootout
The following Upper Deck basketball sheet is dated March 2, 1993, to celebrate the Bucks’s 25th anniversary. The Bucks had a home game against the Mavericks that evening. It’s odd that the sheet doesn’t have a 1992/93 date like the Cavs vs. Celtics sheet pictured in the previous section.
I only ran across a single sheet with “1993-94” on the seal, but I’d bet there are others. This one features Bulls players for a game held on November 13, 1993. The Bulls played the Celtics that night. Notice the 93/94 Upper Deck logo on the lower right corner.
1993-94 Upper Deck Basketball Sheet – Chicago Bulls
1994 Upper Deck Basketball Sheets
Upper Deck replaced the gold seal with a sort of emblem this year, but all the sheets display “1994” between the words’ Limited Edition’ and the serial number.
Upper Deck, again, made commemorative sheets in conjunction with the NBA Draft held in Indianapolis on June 29, 1994. Here’s the Seattle Supersonics example.
1994 Upper Deck Basketball Sheet – NBA Draft Sonics
There are a bunch of other ‘Limited Edition’ 1994 Upper Deck basketball sheets, including the following for the Long Distance Shootout, the All-NBA Team, 1994 All-Rookie Team, the Knicks, All-Star Weekend, the Michael Jordan Tribute Night held on November 1, 1994, and the 1993-94 Upper Deck Special Edition set.
1994 Upper Deck Basketball Sheet – Long Distance Shootout
1994 Upper Deck Basketball Sheet – All-NBA Team
1994 Upper Deck Basketball Sheet – All-Rookie Team
1994 Upper Deck Basketball Sheet – Michael Jordan Tribute Night
1994 Upper Deck Basketball Sheet – Upper Deck Special Edition
1995 Upper Deck Basketball Sheets
The 1995 Upper Deck Basketball Sheets have similar emblems to 1994’s, but the date is now “1995”.
I found three sheets with 1995 dates on them. Again, the first two were for the NBA Draft held in Toronto on June 28, 1995. One is generic for the event; the other has Kings-specific information on it.
1995 Upper Deck Basketball Sheet – NBA Draft June 28, 1995 Toronto
1995 Upper Deck Basketball Sheet – NBA Draft Kings
Upper Deck also released a sheet for their Predictor Series Cards.
Now, despite sharing 43 Upper Deck Basketball Commemorative Sheets in this article, it’s not even remotely close to an exhaustive checklist. What’s really cool about these basketball sheets compared to the baseball and hockey ones is the variety. Upper Deck appears to have released them at NBA games, off-season events, in conjunction with the draft, at the All-Star Game, and as generic advertisements for upcoming sets.
Keep an eye on the blog because I’ll be wrapping up this series with Upper Deck’s football commemorative sheets!
Kit Kiefer was a former editor of Baseball Cards Magazine and the VP of Professional Hobby Consultants, so he knows a thing or two about sports cards. Here’s his list of the 10 most significant action photos of all time, in order of importance. Not bad, huh?
The list was part of a much longer article in the February 1997 issue of Sports Card Magazine, in which he mentioned that “action photos on sports cards were non existent for the first 100 years, but today they are as common as a new pack of cards.”
In terms of popularity, you have to consider adding the 1991 Topps Carlton Fisk card featuring Cecil Fielder barreling toward him; here’s the Desert Shield version (4 Sharp Corners was offering it on eBay for $759 in November 2024).
While flipping through the April 1998 edition of Sports Card Magazine and Price Guide, I stumbled upon a fascinating article authored by T.S. O’Connell titled “Collector Issues” with a subheading that read ‘Once upon a time in the hobby, there weren’t enough cards for collectors to collect (no kidding)… so TCMA, Larry Fritsch, and Mike Cramer filled an important niche.’ It inspired me to write a series of articles as a baseline for future writing, dedicated to these hobby pioneers who gave collectors “something other than good ol’ Topps” cards to collect. In this particular piece, I’ll spotlight Mike Aronstein and his company, TCMA, along with a few of their key sets and cards.
Sports Cards Magazine and Price Guide – April 1998
The Baseball Card Hobby in the 1970s
O’Connell wrote that some folks called the 1970s the hobby’s ‘Dark Ages’ because there wasn’t a lot of newly printed material. That’s why collector issues became a thing – card shows were also still a few years away. O’Connell also shared that Fleer’s Robert Laughlin sets, released from 1970-74, showed the hobby had room for more than Topps and probably continued to motivate Fleer to push against the Topps monopoly.
TCMA 101
TCMA probably gets the most credit for “championing the collector issue,” according to O’Connell. Aronstein started the company with Tom Collier, so they used their initials “TC” and “MA” to name the company TCMA. Aronstein bought out Collier two years later and changed the company’s name to The Card Memorabilia Associates. They produced hundreds of sets, often in black-and-white and without a license.
The company re-printed older sets, made postcard-size sets of league leaders’ cards, and made a big push into the minor-league market. But, I know them most for their great teams of the past sets; they made over 50 of them from 1974-88. They also produced a few larger sets like “The 1960s,” with 293 cards in 1978, and “The Baseball History Series,” focused on the ’50s with 291 cards – the sets used the 1953 Bowman Color set design. The company was headquartered north of New York City in Westchester County. TCMA eventually sold to Impel Marketing.
Mike Aronstein, SSPC, and Donruss
Aronstein grew up around Yankee Stadium in the Bronx and collected cards as a kid. While he didn’t hold the first hobby convention, the one he had on March 15, 1970 (with 19 attendees) was the largest meet-up to that point, and you can read all about it in SABR’s Baseball Cards Research Committee article called ‘50 years ago today…‘ Before that, in 1968, Aronstein made a Sports Starts Publishing Company set with his uncle but dropped it because they couldn’t keep up with the demand. Then, with Collier, a hobby friend, Aronstein decided to do reprints of old cards and founded TCMA in 1972. Sports Collectors Digest has a lot more details about Aronstein, the early days of TCMA, and its history in this article, but there are two other stories I want to highlight.
Mike Aronstein Sorting 1963 Topps Baseball Cards
First, in a separate venture in 1975, Aronstein produced the Sports Starts Publishing Company (SSPC) 630-card set, which featured current players. Topps sued and settled, but demand for the ~10k sets that TCMA distributed showed how much room there was in the hobby for competition. And second, because of that success, in 1980, when the Topps monopoly ended, TCMA became the exclusive distributor for Donruss baseball cards.
Key TCMA Sets and Cards
1981 TCMA NBA Cards
1972 TCMA The 1930’s
This set has over 500 cards and was one of TCMA’s first ventures. Because the “set” was issued in 21 series of 24 cards each, the designs have some variety. Most cards are black-and-white except Series 18-19, printed in blue. TCMA reportedly printed ~1000 sets, with the key cards being hobby icons Lou Gehrig and Joe Dimaggio.
1973-80 TCMA All-Time Greats Postcards
1973-80 TCMA Robert Clemente All-Time Greats Postcard
These postcards represent one of the longest collectors’ series issued by TCMA. Six series of unnumbered cards were issued, so you will usually see them checklisted alphabetically.
1973-78 TCMA League Leaders
1973-78 TCMA League Leaders Jackie Robinson The 1940’s
These League Leaders cards were the same postcard size as the All-Time Greats and honored statistical leaders in each league from the 20s through the 50s. The key card is Mantle’s.
1977-80 TCMA The War Years
This set is one of the pricer sets of cards and featured players on MLB rosters circa 1942-46 when sets weren’t being produced.
Team Sets
1975 TCMA All-Time New York Yankees PSA Graded Set
I already mentioned that TCMA released a ton of Team Sets; I was really into the 1975 TCMA All-Time New York Yankees set when I returned to the hobby as an adult (they also had sets for the Giants and Dodgers All-Time greats the year)
TCMA Minor League Cards
TCMA produced many great minor league cards, including the 1981 Pawtucket Red Sox Wade Boggs card and the 1981 Rochester Red Wings Cal Ripken Jr. card.
1981 TCMA Pawtucket Red Sox #15 Wade Boggs
1981 TCMA Rochester Red Wings #15 Cal Ripken Jr.
TCMA also produced John Elway’s 1982 Minor League Baseball card and one for Rickey Henderson in 1979, featuring him on the Ogden A’s.
1982 TCMA Oneonta Yankees #13 John Elway
Wrap-Up and Further Reading
It’s not always easy to find every TCMA card you want, and I’m not sure there’s a complete checklist of everything they created that’s easily accessible, but the company and its sets are really important in hobby history for influencing the boom that started in the 80s.
I’ll continue to highlight Aronstein, TCMA, and its sets in future articles and deep dives in the future, but first, be on the lookout for collector issues articles focusing on Larry Fritsch and Mike Cramer in the next few weeks.
SkyBox turned their cards into collectible T-shirts in 1992. Originally featuring 22 players, these sold out quickly—Today, if you’re lucky enough to find one, be prepared to pay a premium for this wearable slice of ’90s card culture.
I learned about these through the April 1992 issue of Trading Cards Magazine. Rick Celum used to write a piece called “Hot off the Presses,” where he shared current events about notable collectibles. Here’s an example image from the article and the words he wrote about them. I’d love to find a shirt with that Dee Brown card!
Unfortunately, I don’t know what 22 stars were first made available or who the list expanded to if you’re looking for a childhood favorite. But, as I said in the intro, no matter the player, these T-shirts aren’t cheap today.
This Larry Bird was listed on eBay in November 2024 for $120.
The seller of this XL Jordan T-shirt wants $600 for it on Etsy (and it’s missing a tag on the bottom front). I did find another example there for just $183, though.
This Magic Johnson Skybox shirt had an auction minimum bid of $150 with a buy-it-now option of $400.
And finally, and more reasonably, this Clyde Drexler shirt sold for $50 in October 2024.
If anyone’s got a stash of these shirts, fresh in the box, congrats—you’re sitting on a cotton goldmine!
Sports Cards Magazine & Price Guide had a great feature in the mid-’90s, providing “a wrapup of some of the country’s largest sports auctions.” This one from September 1996 was chockful of incredible items.
Larson highlighted the John F. Kennedy signed ball as the highlight of Mastro’s auction that topped $850,000 in sales. But I wanted to compare two of the cards to today’s prices. The PSA 8 graded 1952 Topps Mickey Mantle sold for $24,394; today, that’s probably a $1M card. And the PSA 8 1914 Crack Jack Joe Jackson, well, Heritage sold one nine years ago for $101k.
As for the rest of the article, half of that stuff won’t show up for sale again, but if any of it does, you can bet on it being a lot pricier!
Here’s another great mid-90s article from Sports Cards Magazine about the unopened collecting niche; this one from Doug Koztoski includes info from Mark Murphy, the Baseball Card Kid.
Here are a few key takeaways:
“For every pack that is opened from a particular year, all remaining packs are that much rarer.”
Doug interviewed Mark Murphy, the Baseball Card Kid, for insights; he was the Steve Hart (The Baseball Card Exchange) of the hobby then.
Murphy said that Wax was the pack of choice with unopened collectors; I think that’s still true.
At the time, a 1-cent 1933 Goudey Sports Kings pack was ~$600
The article highlighted that ’59 football penny packs were pretty common, but a penny pack from ’60 is tough to find.
A run of 1950s baseball nickel packs was estimated at $61,500 in the mid-’90s.
Fake packs were already very commonplace at the time.
