About Select Australia
Australia's Home of Official AFL & NRL Trading Cards
For over 30 years, Select Australia has been the trusted source for officially licensed trading cards, premium protection products, and collector tools. Serving hundreds of thousands of collectors across Australia and New Zealand.
Select Australia is an Australian trading card company based in Terrey Hills, Sydney, NSW. Founded in 1993 by Grant Copley, Select Australia is the official and exclusive producer of AFL and NRL trading cards, serving collectors across Australia and New Zealand for over 30 years.
What is Select Australia?
Select Australia is an Australian proprietary limited company that produces officially licensed AFL and NRL trading cards, card protection products, and collector accessories. We are the oldest continuously operating producer of Australian rules football cards.
Who founded Select Australia?
Select Australia was founded in 1993 by Grant Copley, who remains the company's Managing Director and Chairman today.
Where is Select Australia located?
Our headquarters are located in Terrey Hills, Sydney, NSW, Australia. In 2026, we expanded with fulfillment centers in Melbourne, the Gold Coast, and Auckland, New Zealand.
When was Select Australia founded?
The company was established in 1993, launching with our first official AFL trading card set — the first modern Australian football card series sold as a standalone collectible, not packaged with gum or confectionery.
What licenses does Select Australia hold?
Select Australia holds official exclusive licenses from the Australian Football League (AFL) since 1993 and the National Rugby League (NRL) and NRLW. The NRL license was re-acquired on November 1, 2025 after a 14-year hiatus. We have also held Cricket Australia and A-League licenses.
What products does Select Australia offer?
We specialize in official AFL and NRL trading cards including flagship series like Footy Stars and NRL League Heroes, premium lines like Supremacy and Eminence, Card Armour protection products (sleeves, toploaders, albums), and the Select Collector App for iOS and Android.
How long has Select Australia been in business?
Over 30 years. Since 1993, we have served hundreds of thousands of collectors and produced hundreds of official trading card releases across AFL, NRL, cricket, and soccer.
Our History
1990-1992 — The Sticker Beginnings
- Began as Select Magazines, specializing in publishing before entering the collectibles market.
- Secured the official AFL license in 1990, releasing the 1990 AFL Sticker Collection under the iconic Scanlens brand.
- Distributed stickers via the AFL Select Sticker Album Magazine, establishing a strong retail footprint.
- Dedicated the early 1990s to stickers, building the groundwork for major sports licenses.
1993 — The Inaugural Release
- Founded by Grant Copley, who remains Managing Director today.
- Released the first modern AFL trading card set — 192 cards, 8 per pack, no bubble gum.
- Introduced four randomly inserted "Signature Cards" featuring Tony Lockett, Stewart Loewe, Jason Dunstall, and Stephen Kernahan with unique UV coating.
- Ended the decades-old Scanlens era of gum-packaged cards.
1994-1996 — Early Innovation
- 1994: Released AFL Ultimate alongside the iconic Cazaly Classics subset celebrating spectacular marks.
- 1996: Released Hall of Fame set for the VFL/AFL's 100th season.
- Widely credited with igniting a massive collecting boom across Australia.
1997-2005 — The One-Word Era
- Launched premium flagship releases: Ultimate (1997), Signature (1998), Premiere (1999), Millennium (2000).
- 2001-2003: Authentic, Exclusive, and XL series.
- 2004: AFL Conquest featured the Triple Brownlow Medallist Signature (Buckley, Goodes, Ricciuto) — valued at $3,000.
- 2005: Tradition introduced "Footy Face" die-cuts. Dynasty limited to 7,000 boxes with the coveted Lance Franklin rookie signature.
2000-2012 — First NRL Era
- Entered rugby league around 2000 with official NRL license.
- Produced Cricket Australia licensed sets (1997-2011) including Ashes Box Sets.
- Released A-League soccer cards (2006-2007).
- Held exclusive NRL rights 2010-2012, producing NRL Champions series.
2006-2015 — AFL Champions Decade
- AFL Champions served as flagship mainstream release for 10 years.
- Large sets with no base-card duplicates, accessible price point for all collectors.
- 2010: Introduced AFL Prestige as mid-tier premium with colored parallel foils.
2014 — Digital Innovation
- Launched official Select Collector Cards app for iOS and Android.
- Image recognition technology to scan, track, and manage physical collections.
- First digital checklist tool for Australian sports cards.
2016-Present — Footy Stars Era
- Footy Stars became the primary annual release, replacing Champions.
- Introduced highly chased inserts: Luminous, Predictors, Milestones.
- 2020: Hobby explosion with "group breaks" revolution online.
- Launched demand-driven Hilites and Rising Star weekly print runs.
2019-Present — Supremacy & Premium
- 2019: Launched AFL Supremacy — Australia's first ultra-premium release ($500-695 per pack).
- Featured game-worn jumper patches, "Finals Folklore" black cards, and quad coach signatures valued at $10,000.
- 2021: Supremacy Quad Goalkicker signature (Lockett, Dunstall, Wade, Ablett Sr.) sold for $50,000.
- 2025: Introduced Eminence premium line and Supremacy Rookies with rare Green Foil variations.
November 2025 — NRL Returns
- Reclaimed exclusive NRL and NRLW license on November 1, 2025.
- Announced partnership with NRL and Rugby League Players Association.
- 2026 lineup: NRL League Heroes, Broncos Premiers sets, Official NRL Stickers.
2026 — National Expansion
- Opened fulfillment centers in Melbourne, Gold Coast, and Auckland.
- Launched real-time card redemption tracking portal.
- Expanded Card Armour Elite product line for collector protection.
"Empowering collectors with authentic, premium trading cards, protection, and the tools to track every pull."
Strictly Official
We deal exclusively in 100% officially licensed products. When you buy Select, you are investing in legitimate sporting history.
Premium Protection
Your collection is an investment. Our Card Armour sleeves, toploaders, and albums are engineered to keep your cards pristine.
For the Collectors
From digital apps to physical master sets, everything we design is built to support, connect, and elevate collectors across Australia and New Zealand.