Formula 1 has decided to maintain its bond with fans and collectors by extending its exclusive trading card and sticker deal with Topps, a branch of the sports merchandise giant Fanatics. This move solidifies Topps’ position as the official trading card licensee for the prestigious Formula 1 series, a title it has proudly held since 2020.
In this newly minted agreement, Topps will proceed with its production of trading card and sticker sets showcasing drivers from not just the Formula 1 league, but also from Formula 2 and Formula 3. Part of the collaboration involves Topps partaking in numerous 2024 FIA Formula One World Championship Grands Prix events. The partnership is set to kick off at the Austrian Grand Prix, where attendees can anticipate scoring unique and exclusive trading cards.
Emily Prazer, Chief Commercial Officer of Formula 1, along with Kelvin Smith, Senior Vice President of Global Licensing and Partner Development at Fanatics Collectibles, enthusiastically celebrated the contract extension. Both emphasized how the collaboration plays a pivotal role in connecting with a wider audience and enabling fans to get even closer to their beloved drivers and teams through special collectibles. While the specifics of the deal’s duration remain undisclosed, the goal is clear: to elevate the fan experience through the introduction of exceptional products and unforgettable programs.