Formula 1 extends partnership with trading card giant Topps

This renewed agreement has solidified Topps' position as the official licensee for Formula 1 trading card and sticker collections.

Formula 1, the pinnacle of international open-wheel racing, has announced a multi-year extension of its partnership with Topps, a leading American manufacturer of trading cards and collectibles.

This renewed agreement has solidified Topps’ position as the official licensee for Formula 1 trading card and sticker collections.

The partnership, which began in 2020, has proven successful. Building on this foundation, Topps will continue to produce trading card and sticker lines featuring drivers from the current season of F1, F2, and F3. The year 2024 will also see the introduction of new hobbyist collections.

Additionally, the popular Formula 1 ‘Turbo Attax’ collection will continue offering fans of all ages a way to connect with F1 both on and off the track.

To further engage fans, Topps will be present at multiple Grand Prix races throughout the 2024 FIA Formula One World Championship. At these events, fans can acquire exclusive cards, explore the newest collections, and participate in interactive experiences that bring the partnership to life.

Speaking on the extension, Emily Prazer, Chief Commercial Officer at Formula 1, said, “Since 2020, Topps has created new ways for our fans to engage in our sport through their trading cards and stickers, as well as creating mementos of some of Formula 1’s most iconic and historic moments. As we continue to attract new and diverse audiences to F1, having creative partners like Topps is hugely important to us so I am delighted to continue our partnership.”

Kelvin Smith, Senior Vice President, Global Licensing and Partner Development at Fanatics Collectibles, said, “Fanatics Collectibles is excited to extend our incredibly successful partnership with Formula 1, one that will continue to combine our passion for the sport with our 75-plus years of product innovation. We feel that together with Formula 1, our unique offerings have helped fans and collectors get closer to their favourite teams and drivers.  The brand looks forward to the opportunity to further elevate the collecting journey, creating special products and programs that build a lifetime of memories.” 

Founded in 1938, Topps boasts a rich history in the collectibles industry. Initially known for its chewing gum, the company transitioned into trading cards in 1950, particularly gaining fame for its baseball cards. Today, Topps offers a diverse range of physical and digital cards encompassing sports, entertainment, and even non-sports themes. From baseball legends to Star Wars characters, Topps remains a favourite among collectors worldwide.

This renewed partnership with Topps represents one of several strategic moves by Formula 1 to broaden its reach. Recent developments include an extension of a two-decade-long partnership with DHL and a newly established agreement with McDonald’s. Additionally, F1 has signed deals with FanCode and beIN Sports to pursue a wider global fanbase.

With the F1 2024 season well underway, the focus now shifts to the Suzuka Circuit in Japan for the Japanese Grand Prix scheduled for April 7 at 10:30 AM IST.

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