Lewis Hamilton Signs Major Trading Card and Memorabilia Deal with Fanatics

Formula 1 legend, Lewis Hamilton, has made headlines once again, this time with a multi-year partnership with the collectibles giant, Fanatics. The announcement sent fans into a frenzy, leading some to camp out overnight in anticipation of the grand opening of the Fanatics flagship store on Regent Street.

Hamilton’s Grand Opening Draws Massive Crowds

On the day of the grand opening, London streets were brought to a standstill as fans queued from 4am to catch a glimpse of the most successful Formula 1 driver of all time. After cutting the ribbon, Hamilton took time to answer questions from fans, revealing his collection of around 400 race-worn helmets amassed over his F1 career.

The partnership between Hamilton and Fanatics includes an exclusive autograph deal, which was launched immediately upon the announcement. This collaboration stands apart from Formula 1’s existing deal with Topps’ trading cards, owned by Fanatics, which renewed a long-term agreement last March. The deal includes F1 trading cards and sticker collections, including the popular ‘Turbo Attax’ line.

Hamilton’s partnership with Fanatics offers high-ticket items such as rare ‘relic’ cards featuring race-worn items like overalls or equipment. Speaking about his new venture, Hamilton shared his excitement about meeting with Fanatics CEO Michael Rubin and reminisced about his childhood days of collecting Premier League stickers and trading them with friends.

Interestingly, Hamilton holds the record for commanding the highest amount paid for an F1-based trading card when a collector parted with $900,000 to acquire a one-off 2020 Topps ‘Chrome F1 Superfractor’, featuring the Briton.