Seven-time Formula 1 champion Lewis Hamilton is switching gears both on and off the racetrack. In a move that mirrors his shift to Ferrari’s iconic red, Hamilton has inked a multi-year partnership with Fanatics Collectibles, embarking on a new venture in the world of sports memorabilia. With this alliance, Hamilton is set to become a significant figure in the trading card arena, aligning his image with the prestigious Topps brand.
After dominating the F1 scene with Mercedes for a hefty dozen years, Hamilton, the sport’s most decorated driver, is now offering his fans something more tangible than a victory wave from the podium: exclusive memorabilia and trading cards. This initiative comes under a meticulously crafted autograph agreement with Topps, acquired by Fanatics last year. For card collectors and fans, this collaboration promises a series of authenticated signatures and genuine race-worn gear showcased across Topps-produced releases.
For Hamilton, this is more than a commercial venture. The partnership affords him creative input into card designs, ensuring that each piece carries not just his signature, but a flair of his personality. Perhaps most importantly, a portion of the proceeds from this initiative will be directed toward charitable causes, reflecting Hamilton’s deep personal commitment to social responsibility.
Fanatics’ Regent Street flagship in London served as the grand venue for unveiling this exciting new chapter. Hamilton was there in person to ceremoniously cut the ribbon and introduce the world to his first one-of-one Topps Chrome F1 card, donned in his Ferrari red. Intriguingly hand-inscribed with “Forza Ferrari,” only five red-parallel versions exist, instantly making them the sacred grail for collectors.
It’s befitting that Topps, which seized F1’s trading card and sticker rights back in 2020, is navigating this booming market. Their foresight capitalized on the heightened interest sparked by Netflix’s “Drive to Survive” series and the global pandemic-fueled trading card resurgence. Since securing these rights, Topps has seen eight of its F1 cards breach the $100,000 mark at auctions. Hamilton himself is no stranger to such stellar auctions: a 2020 Chrome Superfractor card featuring him was sold for a jaw-dropping million dollars in December 2024. His non-autographed 2020 edition nabbed $900,000 in 2022, while a 2020 Chrome Sapphire Padparadscha was auctioned at $740,000 that September.
Reflecting on his storied life of collecting, Hamilton shared with The Athletic how his passion began long before his racing fame. “As a kid, every spare penny went on Premier League stickers,” he reminisced. “Trading those packs with friends was a huge part of my life. Never in my wildest dreams did I think my personal memorabilia would cater to causes close to my heart.”
Meeting fans at the London store revealed a profoundly personal dimension for Hamilton. One encounter with a fan who had secured one of his ultra-rare cards imbued the moment with shared nostalgia. The fan, akin to Hamilton, had grown up immersed in F1 and English football. “Hearing his story really hit home,” Hamilton said. “It’s like we’re part of something bigger.”
In terms of prized possessions, Hamilton’s top shelf is reserved for sentimentally invaluable artifacts: his first yellow go-kart helmet, carefully spray-painted by his dad, his inaugural Monaco trophy, and his first race suit. “Those ‘firsts’ mean more than anything,” Hamilton noted, highlighting the irreplaceable value of memories.
Off-track, Hamilton has an affinity for art and vintage cars, dedicating quiet hours to marvel at paintings. “With a glass of wine, admiring younger Black or African artists’ work is my solace,” he candidly shared. Meanwhile, his most peculiar autograph request thus far remains a pair of tiny Japanese boxer shorts. “Signing across the back was quite the quirky experience. But hey, it’s all about making someone’s day!”
When asked to forecast the future stars of trading cards, Hamilton’s recommendations are sharp: “Kimi Antonelli, Oliver Bearman—and definitely Isack Hadjar. He’s one to watch.” With his own deep-seated love for collecting and a shared passion for the sport, Hamilton’s endorsement of these rising stars speaks volumes. As Lewis Hamilton navigates this exciting new chapter, he remains a pivotal force on and off the track, creating legacies as much with cards, causes, and stories, as he does with speed and strategy.
