In a strategic move aimed at cementing its connection with fans and collectors, Formula 1 has decided to extend its exclusive trading card and sticker partnership with Topps, a subsidiary of Fanatics. This multi-year agreement solidifies Topps’ position as the official trading card licensee for the prestigious international racing series, a title it has proudly held since 2020.
The renewed collaboration will see Topps continue to create trading card and sticker collections showcasing drivers from the Formula 1, Formula 2, and Formula 3 championships. Moreover, as part of the deal, Topps will be actively involved in various 2024 FIA Formula One World Championship Grands Prix events, starting with the Austrian Grand Prix. Fans and attendees at these races can anticipate special opportunities to acquire exclusive trading cards featuring their beloved drivers.
Emily Prazer, the Chief Commercial Officer at Formula 1, and Kelvin Smith, the Senior Vice President of Global Licensing and Partner Development at Fanatics Collectibles, expressed their delight at the partnership extension. They emphasized the essential role of this collaboration in broadening audience engagement and bringing supporters closer to their favorite drivers and teams through distinctive collectibles. While the exact duration of the renewed agreement is undisclosed, both parties are committed to enhancing the fan experience by introducing unique products and exciting programs.
This reaffirmed partnership between Formula 1 and Topps not only underlines the significance of the trading card market within motorsports but also signifies a shared commitment to providing innovative and premium collectibles for fans worldwide. With Topps’ proven track record in producing high-quality and sought-after trading cards, coupled with Formula 1’s global appeal and iconic drivers, this collaboration promises to deliver an unforgettable experience for aficionados of the sport.
As Formula 1 continues to evolve and embrace new technologies and trends, the renewal of the alliance with Topps is a testament to the sport’s dedication to nurturing its fan base and offering them novel and engaging ways to interact with the brand. By leveraging the power of collectibles and memorabilia, Formula 1 strives to create lasting connections with enthusiasts and ensure that their passion for the sport remains vibrant and enduring.
Overall, the extended partnership between Formula 1 and Topps heralds exciting opportunities for fans to immerse themselves in the world of international racing through unique and exclusive trading card collections. It not only reinforces the bond between the sport and its supporters but also paves the way for a more immersive and rewarding fan experience in the years to come.
