‘$10k for a $65 entry’: Jake Matthews’ lucrative left-field side-hustle

It is the left-field side hustle which has proved lucrative for an Australian fighter in the UFC, and here, Jake Matthews opens up on how breaking cards has become big business.

Every now and then, 19-fight UFC veteran Jake Matthews sets up his phone on a tripod and starts an Instagram live video.

Then, hundreds – if not thousands – of fans tune in as the 29-year-old opens, or “breaks” packets of UFC trading cards.

It started out as a fun hobby for the Melbourne-based fighter, but has now turned into a profitable – if left-field – side hustle.

“It’s actually gotten quite lucrative, even though it’s still a backyard sort of set up,” says Matthews, who fights Phil Rowe at UFC 302 in Newark this weekend. “We’re taking it to the next level soon though.”

Matthews’ side gig is a throwback to the ‘90s when trading cards – particularly NBA cards – were at their peak.

He wasn’t that into them back then, but discovered he had a passion for it after card breaks surged in popularity online during Covid lockdowns over the past four years.

Matthews has one of the more interesting side-hustles in the UFC. Picture: Jeff Bottari/Zuffa LLC

Now, punters will buy in to his breaks for a fee, and get to keep certain cards, which can range in value from virtually nothing to tens of thousands of dollars.

“Boxes of cards can cost thousands of dollars, so we buy the boxes and people buy in to weight classes,” Matthews explains. “So, for $65, someone might buy in to lightweight for a break, and they get to keep every lightweight fighter card we pull from that box.

“You could pull one that’s worth $10,000 for a $65 entry. It’s a cheaper way of getting into it and still getting the chance to win these big cards.”

The most valuable card Matthews owns is an extremely rare super short print ‘colour wheel’ of Anderson Silva, but he says he has to give most of the big-money cards away to the punters who tune in.

“I also have a one of one Alexandre Pantoja as well,” he says. “It’s not signed, but it’s the only one in the world of him.

“I reckon the most valuable one we’ve pulled is a one-of-one Tito Ortiz autographed card. That would’ve been worth a lot of money.

“The most valuable UFC cards at the moment are Conor McGregor, and that could be about $80k.

“It’s not quite at the level of soccer or NBA cards, but it will get to that level eventually.

“It really blows your mind, and I think it’s because it’s something tangible. It’s something you can keep forever, as opposed to NFTs for example.”

The Instagram page Matthews created for his card breaks now has more than 8000 followers, and while he describes it as a “backyard” operation, it’s one of a couple of ventures he’ll pursue when his fighting career is over.

Tito Ortiz is one of the most valuable cards Matthews has pulled. Picture: Getty Images

It seems bizarre to think that at 29 Matthews is one of the older heads in the UFC.

That’s what happens when you make your debut at just 19 after training, funnily enough, in a backyard gym at home in the Melbourne suburbs.

Over the past decade he has graduated from the tin-shed gym to training alongside a who’s who of MMA royalty including Jon Jones in the US.

Along the journey, he’s won plenty, lost a few, joined the army, started a family and converted to Islam.

“I’m starting to let myself be proud of what I’ve done,” he says. “I haven’t necessarily achieved all the things I wanted to, like rankings and getting a belt, but I’ve done something 99% of people will never do.

Next month marks Matthews’ 10 year anniversary of fighting in the UFC. Picture: Hannah Peters/Getty Images)

“I think I’ve got the second or third most fights of any Aussie in UFC history. It’s a big deal for a kid from the northern suburbs of Epping.

“This is what I was meant to be doing – I was born to do this. As bad as it sounds, I like going in there and bashing people.

“It’s fighting, and that’s the motivation now – just going in there, having fun and trying to hurt people.”

Matthews steps into the Octagon for the 20th time this weekend against the 10-4 Rowe.

Matthews fights Philip Rowe at UFC 302 this weekend. Picture: Chris Unger/Zuffa LLC)

Although he doesn’t boast the same experience or MMA pedigree, the American is an accomplished grappler and poses a tricky task.

“He does jiu jitsu matches outside the UFC, but has had some success with his hands as well,” Matthews says. “Wherever the fight goes, he’ll be happy.

“I don’t think he’s going to stick to one discipline. For me, I’m very well-rounded, so wherever the fights goes, I’m comfortable.

“I’ll be chasing the finish, but if I have to slog it out for three rounds, I’ll do that too.”