In a strategic move to solidify its connection with fans and collectors, Formula 1 has announced the renewal of its exclusive trading card and sticker partnership with Topps. This multi-year deal marks a significant milestone in the collaboration between the esteemed international racing series and the renowned trading card company, a subsidiary of Fanatics.
Since 2020, Topps has held the prestigious position of being the official trading card licensee for Formula 1. With this renewed agreement, Topps will continue its production of trading card and sticker collections featuring drivers from not only Formula 1 but also Formula 2 and Formula 3 series. This expansive range of offerings ensures that fans and collectors have access to a diverse selection of cards across various racing categories.
As part of the extended partnership, Topps will also be participating in several 2024 FIA Formula One World Championship Grands Prix events. The collaboration will kick off at the Austrian Grand Prix, where attendees can expect to acquire exclusive and limited-edition trading cards featuring their favorite drivers and moments from the races.
Emily Prazer, Formula 1’s Chief Commercial Officer, and Kelvin Smith, Senior Vice President of Global Licensing and Partner Development at Fanatics Collectibles, expressed their excitement and satisfaction at the renewal of the partnership. Both Prazer and Smith emphasized the essential role that the trading cards play in engaging a broader audience and bringing fans closer to the thrilling world of Formula 1.
The agreement aims to enhance the overall fan experience by introducing special products and memorable programs. While the exact duration of the deal has not been disclosed, the commitment to providing fans with top-quality collectibles remains a central focus for both Formula 1 and Topps. This renewed partnership signifies a shared dedication to creating unique and innovative ways for fans to connect with their favorite drivers and teams.
With this extended collaboration, Formula 1 and Topps are set to continue captivating fans and collectors alike with exclusive trading cards that capture the excitement and prestige of the international racing series. The alliance between these two industry leaders promises to deliver even more thrilling and sought-after collectibles for enthusiasts around the world.