Lewis Hamilton signs a multi-year partnership with Fanatics, leading to the opening of their flagship store in London. Fans camped overnight to meet him. The deal includes exclusive trading cards and memorabilia, with Hamilton sharing his childhood memories of collecting stickers. He has also set a record for the most expensive F1 trading card sold at $900,000.
Lewis Hamilton has made a significant move by signing a new partnership deal with Fanatics, the collectibles giant. The seven-time Formula 1 world champion drew massive crowds in London on Friday, as eager fans lined up from 4am for a chance to see him at the grand opening of Fanatics’ flagship store on Regent Street. The event was only briefly publicised but stirred enough excitement to have fans camping overnight just to catch a glimpse of Hamilton.
During the opening, Hamilton took a moment to connect with fans, sharing that he possesses an impressive collection of around 400 race-worn helmets from his F1 career. This new partnership with Fanatics involves him endorsing trading cards and memorabilia, including an exclusive autograph deal that was launched immediately following the announcement.
Additionally, F1 has a deal with Topps (owned by Fanatics), which was extended last March, covering a variety of trading cards and stickers, such as the popular ‘Turbo Attax’ series. However, Hamilton’s collaboration stands apart as it promises more premium items, including rare ‘relic’ cards made with actual race-worn materials like overalls.
In his remarks, Hamilton expressed his enthusiasm after meeting Fanatics CEO Michael Rubin, stating, “I love his enthusiasm… I remember collecting Premier League stickers as a kid and trading them in school.” He also made headlines previously by commanding a record $900,000 for a one-off 2020 Topps ‘Chrome F1 Superfractor’ trading card featuring himself.
Overall, this partnership marks a new chapter for Hamilton as he merges his legacy in racing with the vibrant world of sports collectibles, tapping into the nostalgia and excitement the trading card industry generates.
In summary, Lewis Hamilton’s partnership with Fanatics has created considerable buzz in the sports world. With a new flagship store opening in London and a focus on exclusive memorabilia, including trading cards, Hamilton taps into both nostalgia and high-end collectibles. His efforts affirm his legacy in F1 and broaden his commercial appeal beyond the racetrack.
Original Source: www.autosport.com