Pro Set trading cards

Pro Set was a Dallas-based trading card company founded by Ludwell Denny in 1988. Denny had gained a card license that year after making and selling other NFL memorabilia in previous years. His licensing agreement with NFL Properties allowed Denny to gain access to its extensive photo library[3] and become the first card maker officially associated with a professional sports league. Across the bottom of most of his company's cards was its designation as "The Official NFL Card," a distinction it held through 1991.

Pro Set
TypePrivate
IndustryCollectibles
Founded1988
FounderLudwell Denny
Defunct1992 (1992) [1]
Headquarters,
ProductsTrading cards
Number of employees
200 [2] (1991 [2])

During its years in the business, Pro Set got licenses from several sports associations such as NFL, NHL, NASCAR and PGA Tour to produce trading cards.

History

The first year that Pro Set released a product was 1989. The year marked the beginning of the modern era for pro American Football Cards. Score (who had entered the market the year before with baseball) also released a football product. For several years, Pro Set flooded the market with its product. The company managed to produce football sets through 1993 and in 1994, but Pro Set folded, due to Chapter 7 bankruptcy, citing more than $800,000 in unpaid royalties to the NFL Players Association.[4]

[2]

Pro Set made rookie cards of actual rookies (notably draft picks) and offered more color and action shots than Topps did. Pro Set claimed to have its own printing presses for its product, which could make and issue cards very quickly. For its first football card set in 1989, Pro Set released its cards in three series. The 1989 rookies were found primarily in the second series. Key rookies in the set included Troy Aikman, Barry Sanders, Derrick Thomas, Jeff Lageman and Deion Sanders. The 100 card Series II set was sold in packs, but the packs averaged 11 Series I cards and 4 Series II cards per pack. These cards not only featured first round picks but featured later round picks. These cards were labelled as Pro Set Prospects.[5]

At its peak, Pro Set had a 44,000-square-foot (4,100 m2) headquarters, where 225 employees designed various cards. In 1992, Pro Set forecasted sales of $165 million. A free magazine was published by Pro Set called the Pro Set Gazette. It was mailed to 1.2 million collectors twice a year.[6] Beckett Publications noted that in 1991, sports cards grossed about $1.9 billion in sales in North America, so Pro Set had a dramatic impact, albeit briefly.

Insert Cards

Football

There were a number of inserts in 1989 Pro Set football, including a 30 card subset of broadcasters. There were also Super Bowl insert cards for each game that had been played. There was also a card for NFL Commissioner Pete Rozelle. Pro Set introduced an insert card for Santa Claus that was labelled as a coach card. The first year it was released was in 1989 and it was a dealer premium. It was inserted in packs in 1990 and 1991. The Santa Claus cards included Pro Set founder Ludwell Denny somewhere in the card.[5] On the back of each Santa card is a parody of the poem "The Night Before Christmas" that has sportscard subject matter.[7] Pro Set included other insert cards in its 1990 offering, such as Payne Stewart, a comic book character called Super Pro, which was a superhero in a football uniform, a tribute to the late Joe Robbie, and the Lombardi Trophy Hologram card.[7]

Error cards

Football

The 1990 Pro Set football card release has several errors and variations.[2] Due to a contractual dispute, and his unwillingness to join the NFPLA, the Pro Bowl card of Eric Dickerson (No. 338) was withdrawn early creating a short print.[8] Card #338 would be reissued with Ludwell Denny on the front and it was a promotional card not available in packs.[7] Card #75 in the set was meant to be Browns Center Cody Risien, but the card was withdrawn early due to his retirement during training camp, also resulting in a short print.[9] The most sought after variation from 1990 Pro Set is card #204 Fred Marion of the New England Patriots. This card is rather controversial because the card features San Francisco 49ers player John Taylor in the background and the belt from Taylor's pants came undone. The positioning of the belt gives the appearance that his private area is exposed, but it is just a shadow and the belt.

  • Other error cards and variations in the 1990 Pro Set football set include:
AthleteErrorDescriptionCorrectionDescription
Barry Sanders1aNo ROY trophy on back1bShows picture of Barry holding the ROY trophy
Joe Montana2aback reads "Kelly-3,521 yards"2bback corrected to "Kelly: 3,130 yards"
Walter Stanley15a#8 on back15b#86 on back
Chris Doleman18aerror back, wrong stats, "Townsent"18bback corrected to 104.5 sacks for Taylor; "Townsent" corrected to "Townsend"
Andre Ware19ano draft stripe on front19bdraft stripe on front
Mo Elewonibi20ano draft stripe on front20bdraft stripe on front
Percy Snow21ano draft stripe on front21bdraft stripe on front
Anthony Thompson22ano draft stripe on front22bdraft stripe on front
Franco Harris25awrong birthdate25bcorrected birthdate 3/7/50
Jack Lambert27awrong birthdate27bcorrected birthdate 7/8/52
Mike Ditka59aSMALL FONT for "Hall Of Fame" on front59bLARGE FONT for "Hall Of Fame" on front
Rickey Dixon63ano bio notes under photo63bbio notes under photo
Sam Wyche68ano bio notes under photo68bbio notes under photo
Ozzie Newsome75awrong hometown75bcorrected hometown: Muscle Shoals, AL
Johnny Holland110ano name, number on back110bcorrected
Perry Kemp111aKen Stills photo on back111bcorrected
Sterling Sharpe114asays he was born in Glenville114bcorrected birthplace: Chicago, IL
Andre Rison134aNO TRADE STRIPE134bWITH TRADE STRIPE
Mervyn Fernandez152aDraft status incorrect152bstatus corrected to "Drafted 10th round '83"
Art Shell161aBirthdate: 11/25/46 on back161bBirthdate: 11/26/46 on back, large HOF print in banner on front
Fred Marion204a49ers player with belt204b49ers players belt airbrushed out
Morten Andersen210aname in white on back210bcorrected (name in black)
Eric Martin216aname in white on back216bcorrected (name in black)
Jim Mora221aname in white on back221bcorrected (name in black)
Charles Haley289aincorrect fumble recovery stats289bstats corrected to 5 total fumble recoveries
Ray Perkins319ano name or position on back319bcorrected
Chris Hinton343ano stripe343bwith traded stripe
Randall Cunningham386aSmall Print On Front386bLarge Print On Front
Dan Hampton449aDE on back449bDT on back
Kevin Glover496aC-G back496bG back
Wes Hopkins607aStat Categories Fumbles and Interceptions in Black607bStat Categories Fumbles and Interceptions in RED
Rod Woodson626aRed fumble interceptions header626bBlack fumble interceptions header
Rod Bernstine627aposition listed as TE627bposition corrected to RB
Anthony Miller630aposition listed as WR on the back630bposition listed as WR-KR on the back
Leslie O'Neal632aposition listed as LB-DE on front632bposition listed as LB on front
David Richards633aposition listed as G-T on back633bposition listed as G on back
Curt Jarvis657ano "Official NFL card" on front657b"Official NFL card" added to front
Terry Wooden698aback number 90698bback number 51
Pat Terrell718aback number 41718bback number 37
Oliver Barnett723aposition listed as DT on front723bposition listed as NT on front
Johnny Bailey743aBack says 46743bBack says 22
Eric Moore744ano prospect stripe744bprospect stripe added
Dexter Manley772amentions substance abuse problems on the back of the card772bdoes not mention substance abuse on back
Commissioner at Berlin Wall785aback says "peered through the Berlin Wall"785b"posed at the Berlin Wall"

[7]

Various cards in the 1990 offering have three variations. They are as follows:

  • Card 15: Walter Stanley, the number on the back of the card is 87.
  • Card 134: Andre Rison, traded stripe on front, message Are You Missing Something is on the back
  • Card 161: Art Shell, the birthdate of 11/26/46 is on the back, small HOF print in banner on front[7]
  • There were multiple Team Draft Day varieties of Jeff George. He was featured in his Illinois Fightin’ Illini uniform. One version had the Patriots logo on the front of the card. Another version was randomly inserted in packs of Series 1 football, and featured the card, but with the Indianapolis Colts logo.

1990-91 Pro Set Hockey

Card NumberAthleteErrorCorrected
1Ray BourqueMisspelled name on card front, shows as BorqueYes
6Dave ChristianStats incorrect: 28 games with Washington and 50 with BostonNo
7Garry GalleyText on back: "on the shelf" changed to "injured"Yes
9Rejean LemelinWrong headings for goalie & 89-90 stats are for Andy MoogNo
10Andy Moog89-90 stats are for Rejean Lemelin, was 3rd in Vezina voting, card shows 2ndNo
13Dave PoulinFlyers stats missing from 89-90No
17Dave AndreychukPhoto on back is Scott ArnielYes
18Scott ArnielPhoto on back is Dave AndreychukYes
21Phil HousleyTrade to Winnipeg tag is missingYes
25Clint MalarchukBack in action 11 days and not 2 as stated on cardNo
27Daren Puppanumber 27 on back of card and 31 on the front.No
35Al MacInnisMisspelled Allan on card backNo
39Brad McCrimmonNumber 39 on card front, instead of 4Yes
42Joe NieuwendykMisspelled Niewendyk on card frontYes
44Paul RanheimLW on front and C on backNo
48Rick WamsleyMisspelled Rich in bio on card backNo
51Dirk GrahamWord sparking misspelled on card backNo
53Steve LarmerPosition and sweater number in white and should be blackYes
54Dave MansonBoth photos actually Steve KonroydYes
57Troy MurrayPosition and sweater number in white and should be blackYes
59Denis SavardNo traded stripe, Played 70 games in 86-87Yes
60Al SecordAlan on card back changed to AlYes
61Duane SutterWrong Position, missing Retired tagYes
63Doug WilsonPosition and sweater number in white and should be blackYes
70Bernie FederkoSays only player from Foam LakeNo
83Martin GelinasBack photo is Joe MurphyNo
84Adam GravesStats missing 89-90 Detroit infoNo
85Charlie HuddyFrench language card, no accent in 1st e in DefenseurNo
86Petr KlimaCard back says born in Chomulov and should be ChomutovNo
96Steve SmithFrench language card, no accent in 1st e in DefenseurNo
99Dave BabychExtra space included after ForumNo
100Yvon CorriveauWashington and Hartford games not separateNo
114Brian BenningSt Louis and LA stats not separateNo
117Tony GranatoPlays RW and not CNo
121Mike KushelnyskiNo position and number on card frontYes
122Bob KudelskiBorn in Springfield and not Feeding HillsNo
127Tomas Sandstrom89-90 stats not printedNo
129John TonelliMisspelled Tonnelli on card frontYes
130Brian BellowsBack photo actually Dave Gagner, Front LW and back RWImage Corrected but position remains uncorrected
131Aaron BrotenNew Jersey and Minnesota stats not separateNo
136Ulf DahlenRangers and Minnesota stats not separateNo
146Guy CarbonneauSept Isles listed as Sep IslesNo
153Claude LemieuxReason is misspelled as resonNo
167Slava FetisovMisspelled Vlacheslav on frontYes
169Alexei KasatonovStats should indicate either Soviet or NHLNo
175Peter StastnyFront photo is actually Patrik SundstromYes
176Patrik SundstromFront photo is actually Peter StastnyYes
183Glen HealyMisspelled Glenn on card backNo
188Hubie McDonoughKings and Islanders stats not separateNo
189Jeff NortonBorn Cambridge, Mass. not ActonNo
196Mike GartnerMinnesota and Rangers stats not separateNo
198Miloslav HoravaMisspelled Miroslav on card frontYes
204Bernie NichollsKings and Rangers stats not separateNo
208Darren TurcotteGP total says 97 and should be 96No
209John VanbiesbrouckFront C and back GNo
213Vincent RideneauWrong photo (Steve Larmer) on frontNo
219Ken LinsemanBruins and Flyers stats not separateNo
222Kjell SamuelssonBorn 10/18/58 not 10/18/56No
228Phil BourqueMisspelled Borque on both sidesYes
229Rob BrownFront RW, back C; actual position LWNo
230Alain ChevrierChicago and Pittsburgh stats not separateNo
236Mario LemieuxMissed 21 games not 11No
240Kevin StevensFront LW, back CNo
242Zarley ZalapskiPittsburgh misspelled as PittsburgNo
244Lucien DeBloisFront C and back RW; misspelled Deblois in bio on backNo
245Marc FortierMisspelled Mark front and backYes
248Tony HrkacBlues and Nordiques stats not separateNo
254Tony McKegneyRed Wings and Nordiques stats not separateNo
257Joe SakicFront 88 and back 19No
260Jeff BrownNordiques and Blues stats not separateNo
261Gino Cavallinion back, Meagher is misspelled as MeagerNo
272Rich SutterCanucks and Blues stats not separateNo
275Allan BesterMisspelled Alan on card frontYes
290Gilles ThibaudeauIslanders and Leafs stats not separateNo
300Jyrki Lumme89-90 Canadiens and Canucks stats not separateNo
301Andrew McBainPhoto on back is Jim SandlakYes
303Dan QuinnPenguins and Canucks stats not separateNo
316Mike LiutCapitals and Whalers stats not separateNo
322John Tucker89-90 Buffalo Sabres team affiliation and stats missing 8 gamesNo
330Dale HawerchukNo traded stripeYes
335Fredrik OlaussonMisspelled Frederik on both sidesYes
335Fredrik OlaussonMisspelled Fred on frontYes
348Jari Kurri, All Star CardMissing Italy tag on frontYes
356Thomas Steen, All Star CardBoth Front and back picture Doug SmailNo
377Bob Murdoch, Adams Trophy cardOne tie in 1989-90 should be 11 tiesNO
378Brett HullByng Trophy, Should be Lady Byng Memorial TrophyNo
383Gord KluzakMasterton Trophy - Should be Bill Masterton Memorial TrophyNo
385Len Ceglarski, Lester Patrick Trophy cardMissing number on backYes
395Brett Hull (League Leader)Born 8/9/64 not 9/9/64No
400Darren Turcotte (League Leader)Front RW, back CNo
421Jiri HrdinaCalgary logo on front should be PittsburghNo
428Jacques CloutierWhite position and number on front, not blackNo
430Michel GouletWhite position and number on front, not blackNo
465Neil WilkinsonUniform number on front is 5; should be 35No
466JJ DaigneaultFront Jean Jacques and back JJNo
470Todd EwenPhoto on back actually Eric DesjardinsYes
556Peter ZezelCard says number 25 and sweater shows 9No
593Stephane Matteau RCFront RW and back LWNo
596Ken SabourinFront LW and back D; actual position is CNo
613Mike CraigWearing 50 and card says 20No
614JC BergeronFront JC and back Jean ClaudeNo
632Jaromir Jagr RCStat header on back is not aligned properlyYes
668Bob GaineyStats and bio are Bob McCammon'sNo
676Brian SutterCoaching totals say 0-69-21 and should be 70-69-21No
678Bob McCammonStats and bio are Bob Gainey'sNo
703Wayne Gretzky's 2000th Point2.33 goals per game should be 2.33 points per gameNo

[10]

1991-92 Pro Set Hockey

Card NumberAthleteErrorCorrected
15Pierre TurgeonBorn 8/29 not 8/28No
17Benoit HogueStats show two seasons with Winnipeg and should say BuffaloNo
88Paul CyrStats show New York, should say NY RangersNo
159Brian LeetchCareer points total shown as 329 should be 229No
165Brian MullenTransaction says drafted by San Jose and was actually tradedNo
168Kelly KisioTransaction says drafted by Minnesota, was actually traded to San JoseNo
219Adam OatesStats are off-line from top to bottomNo
225Wendel ClarkConnecticut not capitalized in last lineNo
239Robert KronType in stat box is smaller than othersNo
319Pittsburgh Penguins Cup ChampsFourth line says won in 5 games and should say 6 gamesNo
328Neil WilkinsonBorn Manitoba not MinnesotaNo
531Nicklas LidstromMisspelled Niklas on frontNo
603Kirk McLean League LeadersLeader logo shows PPG and should be GAANo

[10]

1991-92 Pro Set Platinum

Card NumberAthleteErrorCorrected
166Michel GouletWrong photo on frontNo
197Craig BillingtonFront photo actually Chris TerreriNo
252Dominik HasekMisprinted Pro Set logo on reverseYes

[10]

Of note

  • After the launch of football, Pro Set issued a 100-card PGA Tour set in 1990. The set included members of the Senior Tour and was issued as a complete set. This was the first time that Pro Set issued complete sets.[11]
  • Pro Set offered cards in various languages. In 1991, Pro Set featured football cards in Spanish, hockey cards in French and soccer cards in the King's English.
  • Ludwell Denny was trying to syndicate a television show called "Profiles," an entertainment newsmagazine for memorabilia collectors. The show had a trial run in Dallas-Fort Worth and other parts of Texas.[3]
  • As part of their 1991 Series I set, Pro Set issued a card of the 1990 Heisman Trophy winner, Brigham Young University Quarterback Ty Detmer. However, Detmer had won the Trophy during his junior year and returned to BYU for his senior year in 1991. This created a mild controversy as it was one of the first times an active NCAA player was featured in a card set of professional athletes.
  • In 1991, Pro Set issued a card of Notre Dame star Raghib Ismail, despite the fact that he signed with the Canadian Football League's Toronto Argonauts. 1991 Pro Set's NFL Series I featured Ismail on card number 36, honoring him as the Walter Camp Player of the Year.[12]
  • In 1992, Pro Set created a 100-card set based on the Guinness Book of World Records. Each card was 3½x2½ inches. The cards were available in Canada, the United States, Australia, South Africa and Great Britain.The first card featured Cosmoclock 21 at Yokohama, Japan. Card 100 showed Mike Powell at the 1991 World Athletics Championships in Tokyo. Cards 1-43 were classified as "Facts and Feats", while cards 44-84 are "Natural & Human World", and cards 85-100 are "Sports & Games".[13]
  • After disappearing in the 1960s, the Parkhurst hockey card brand was resuscitated in 1991 by Dr. Brian H. Price and licensed to Pro Set. After the hockey card explosion of 1990–91, Parkhurst cards were back in the marketplace. Pro Set promoted Parkhurst as a premium brand of cards. Series I and Series II were available in both English and French and featured the rookie cards of players such as Dominik Hašek and John LeClair. The 1991–92 Update Set was the final release of the year and was the most valuable of all three sets. Another key rookie card of that set was of Bill Guerin.

When Pro Set, Inc. entered Chapter Eleven bankruptcy protection prior to the 1992–93 NHL season, Price traveled weekly from Toronto to Dallas and became the unofficial hockey brand manager. The second year of Parkhurst (1992–93) was the last with Pro Set as the company went bankrupt and Price took his Parkhurst tradename and license to the Upper Deck Company, an agreement which began with the 1993–94 season.

  • In August 1992, Pro Set replaced its founder Ludwell Denny at the insistence of its lenders. Denny was replaced with a San Francisco-based turnaround expert. Robert J. McLaughlin became Pro Set's chief executive officer, with the task of resolving the obligations to its lenders, licensors and trade creditors.[14]
  • In December 1994, the National Football League asked Federal authorities to investigate investments made by two former NFL Properties presidents due to their affiliation with Pro Set. The NFL's special properties committee appointed by Commissioner Paul Tagliabue and the properties executive committee requested the investigation into Pro Set. The United States Attorney for the Southern District of New York was assigned to handle the investigation.

The allegations were based on investments made by former NFL Properties presidents, John Flood, (who was dismissed in March 1994), and his predecessor, John Bello, who quit in September 1993. Neither Flood nor Bello told the league they had set up companies to invest in Pro-Set Press, a printer partly owned by the Pro Set trading card company.[15]

List of products

1991 NHRA Winston Drag Racing

1992 NHRA Drag Racing

1991 Superstars series 1

1991 superstars series 2

1991 Yo MTV Raps Products launched by Pro Set included:

  • Desert Storm Pro Set (1991)
  • Guinness World Records cards (1992)
  • NASCAR Pro Set Legends (1992)
  • NFL Football (1989)
  • NFL Football (1990)
  • NFL Football (1991)
  • NFL Football Spanish (1991)
  • NFL Football (1992)
  • NHL Hockey Series 1 (1990–91)
  • NHL Hockey Series 2 (1990–91)
  • NHL Hockey Series 1 (1991–92)
  • NHL Hockey Series 1 French (1991–92)
  • NHL Hockey Series 2 (1991–92)
  • NHL Hockey Series 2 French (1991–92)
  • NHL Hockey (1992–93)
  • Parkhurst Hockey Series 1 (1991–92)
  • Parkhurst Hockey Series 1 French (1991–92)
  • Parkhurst Hockey Series 2 (1991–92)
  • Parkhurst Hockey Series 2 French (1991–92)
  • Parkhurst Hockey Update (1991–92)
  • Parkhurst Hockey (1992–93)
  • Parkhurst Hockey Update (1992–93)
  • PGA Tour (1990)
  • Pro Set Platinum Football Series 1 (1991)
  • Pro Set Platinum Football Series 2 (1992)
  • Pro Set Platinum Hockey Series 1 (1991–92)
  • Pro Set Platinum Hockey Series 2 (1991–92)
  • Pro Set Power Football (1992)
  • Pro Set Puck Candy 1991-92 [16]
  • Pro Set Soccer (featuring English and Scottish soccer players) 1990-91
  • Pro Set Soccer (featuring English and Scottish soccer players) 1991-92
  • The Little Mermaid (1991)
  • World League of American Football 1991

References

  1. Pro Set battles back from bankruptcy NHL, NFL Series 2 release dates delayed by Ruth Sadler on The Baltimore Sun, 30 Aug 1992
  2. Remembering Lud Denny and Pro Set by Rich Klein, 8 Nov 2011
  3. Arnie Stapleton (1992-05-03). "Now He's Holding a Lot of the Cards". Los Angeles Times. Associated Press. Retrieved 2012-07-17.
  4. "Sports Cards Price Guide Subscriptions, Values, Trading, Organize | Beckett.com". Beta.beckett.com. Archived from the original on 2010-04-13. Retrieved 2012-07-17.
  5. "1989 Pro Set Football Cards". Awesome80s.com. Retrieved 2012-07-17.
  6. "1990 Pro Set: Building a Master Set: 1990 Pro Set Gazettes". 1990proset.blogspot.com. 2012-06-29. Retrieved 2012-07-17.
  7. "1990 Pro Set Football Cards". Sportscardarticles.com. Archived from the original on 2012-02-24. Retrieved 2012-07-17.
  8. "1990 Pro Set: Building a Master Set: 1990 Pro Set Printing Variations". 1990proset.blogspot.com. Retrieved 2012-07-17.
  9. Archived February 6, 2010, at the Wayback Machine
  10. "Pro Set takes to the fairways". Pqasb.pqarchiver.com. 1990-10-26. Retrieved 2012-07-17.
  11. "Los Angeles Times: Archives - Ismail's Defection Cost Some Companies an Ace Collecting: Trading-card manufacturers split over whether photo of Notre Dame great should be offered with regular NFL series after his decision to sign with a Canadian team". Pqasb.pqarchiver.com. 1991-04-28. Retrieved 2012-07-17.
  12. "Guinness Record Book Collecting". Guinness.book-of-records.info. 1979-07-30. Retrieved 2012-07-17.
  13. "Archives | The Dallas Morning News, dallasnews.com". Nl.newsbank.com. 1992-08-07. Retrieved 2012-07-17.
  14. Published: December 17, 1994 (1994-12-17). "PRO FOOTBALL; N.F.L. Asks for Investigation - New York Times". Nytimes.com. Retrieved 2012-07-17.
  15. Archived September 28, 2011, at the Wayback Machine
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