The King of Sports Memorabilia Brandon Steiner grew up in Brooklyn, New York. After graduating from John Dewey High School in Coney Island, New York Brandon attended Syracuse University. Before becoming the King of Sports Memorabilia, Brandon worked with Hyatt Hotels and Hard Rock Café, where he was a big part in starting up these two now major corporations. In 1985, Brandon and a team of investors opened up the Sporting Club, the first modern sports bar in the country. As the bar gained recognition and success, he started hiring athletes to make guest appearances, which is where he got the inspiration to open and become the Founder and CEO of Steiner Sports, a widely successful Sports Memorabilia company. After selling the company in 2019, Brandon decided to launch The Steiner Agency and CollectibleXchange in late 2019, with Athlete Direct in April 2021.