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Lewis Hamilton Partners with Fanatics for Exclusive Memorabilia Deal
Lewis Hamilton has made a strategic move by entering into a multi-year partnership with Fanatics, a leading collectibles company.
On Friday, Hamilton attracted significant crowds in London as fans lined up from 4 AM to see the historic Formula 1 driver inaugurate Fanatics’ flagship store on Regent Street. The event was announced shortly before it took place, with Fanatics revealing that Hamilton would be cutting the ribbon, leading many supporters to camp out overnight for a chance to meet him.
Following the ceremonial opening, Hamilton took the opportunity to engage with fans, sharing that he has amassed a collection of about 400 race-worn helmets throughout his illustrious F1 career.
In addition to this momentous occasion, Hamilton has inked a trading card and memorabilia partnership with Fanatics Collectibles, which features an exclusive autograph component that debuted alongside the announcement.
Lewis Hamilton Joins Ferrari at Fanatics Store Opening in London
Photo by: Ben Hunt
The partnership comes amid Formula 1’s existing relationship with Topps—a division of Fanatics—culminating in a long-term agreement renewed last March. This partnership encompasses various F1 trading cards and sticker series, including the much-lauded ‘Turbo Attax’ line.
Hamilton’s arrangement with Fanatics is distinct from F1’s collaboration, offering premium items such as rare ‘relic’ cards that showcase race-worn gear, including overalls and other equipment.
“I remember my meeting with [Fanatics CEO Michael] Rubin, and his enthusiasm was infectious,” Hamilton shared with The Athletic. “I found it fascinating to learn about the evolution of his company. As a child, I collected Premier League stickers and swapped them throughout my school years.”
“Collecting was crucial; I would spend any spare change on those little packs just to fill my sticker books,” he added.
Additionally, Hamilton holds the record for the highest price ever paid for an F1 trading card, with a collector purchasing a unique 2020 Topps ‘Chrome F1 Superfractor’ featuring the British driver for an astonishing $900,000.
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www.motorsport.com