Hamilton Partners with Fanatics in Landmark Memorabilia Deal
London, UK — Lewis Hamilton has solidified his status as a global sporting icon by signing a multi-year partnership with collectibles giant Fanatics. The announcement coincided with the grand opening of Fanatics’ flagship store on Regent Street, where Hamilton attracted extensive fanfare, as hundreds queued from dawn to meet the seven-time Formula 1 champion.
During the store’s unveiling, Hamilton, who has amassed around 400 race-worn helmets over his illustrious career, participated in a ribbon-cutting ceremony and engaged with fans about his new venture into the memorabilia market.
This partnership includes an exclusive autograph deal and premium trading card offerings, launching immediately after the announcement. Unlike the existing licensing agreement between Formula 1 and Topps, also owned by Fanatics, Hamilton’s deal will feature rare ‘relic’ cards that incorporate race-worn gear and equipment.
"In my meeting with Fanatics CEO Michael Rubin, I was impressed by his enthusiasm and the company’s growth trajectory," Hamilton stated. "Collecting Premier League stickers as a kid meant a lot to me, and it’s exciting to dive back into this world."
Notably, Hamilton holds the record for the highest price ever paid for an F1 trading card, with a unique 2020 Topps ‘Chrome F1 Superfractor’ fetching $900,000 at auction.
This strategic partnership not only enhances Hamilton’s brand but also indicates a growing trend within motorsports to capitalize on collectibles, further engaging fans and collectors alike.
