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Lewis Hamilton Partners with Fanatics at London Store Opening
Lewis Hamilton has made a strategic move by signing a multi-year collaboration with collectibles industry leader Fanatics.
On Friday, crowds gathered in London as fans began queuing as early as 4 AM to see the legendary Formula 1 driver at the grand opening of the Fanatics flagship store on Regent Street.
The event was promoted with limited notice, mentioning Hamilton’s appearance for the ribbon-cutting ceremony, which clearly generated significant excitement, leading fans to camp out overnight.
After officially opening the store, Hamilton engaged with fans, sharing that he has accumulated around 400 helmets worn during races over his impressive career in F1.
In addition to the store opening, the former McLaren and Mercedes star unveiled a partnership with Fanatics Collectibles that encompasses an exclusive autograph agreement and various memorabilia, launched immediately upon announcement.
Lewis Hamilton, Ferrari at Fanatics Store Opening in London
Photo by: Ben Hunt
Formula 1 earlier secured a long-term agreement with Topps, owned by Fanatics, which was renewed last March and includes trading cards and sticker collections, most notably the popular ‘Turbo Attax’ line.
Hamilton’s deal with Fanatics is separate from Formula 1’s partnership, featuring higher-end items such as rare ‘relic’ cards that will showcase race-worn gear and other memorabilia.
“I remember meeting [Fanatics CEO Michael] Rubin and being inspired by his enthusiasm,” Hamilton recalled in an interview with The Athletic. “It was fascinating to hear about the business and its growth. I have vivid memories of collecting Premier League stickers as a kid and trading them in school.”
He continued, “Every little bit of change I had would go towards buying packs to fill those sticker books.”
Additionally, Hamilton holds the record for the highest price ever paid for an F1 trading card, with a collector purchasing a one-off 2020 Topps ‘Chrome F1 Superfractor’ for an impressive $900,000.
This partnership marks a significant milestone in Hamilton’s continued influence both on and off the racetrack.
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www.autosport.com