Fanatics, the global sports merchandising and collectibles company, has announced an exclusive multi-year partnership with Max Verstappen, marking a significant expansion of its presence in Formula 1 through a comprehensive agreement spanning ecommerce, licensed merchandise, and trading cards.
Under the deal, Fanatics has become Verstappen’s exclusive worldwide partner for officially licensed merchandise and collectibles. The partnership integrates the four-time Formula 1 World Champion into Fanatics’ end-to-end commercial ecosystem, covering product design, manufacturing, global distribution, and direct-to-consumer sales.
As part of the collaboration, Fanatics will develop and distribute a broad portfolio of Verstappen-branded products, including apparel, headwear, accessories, and limited-edition collections tied to key moments across the F1 season. The merchandise will be sold through Fanatics’ global ecommerce network, enabling direct access to fans across Europe, North America, and other fast-growing Formula 1 markets.
A dedicated global e-commerce destination will also be launched at Verstappen.com, operated by Fanatics. The platform will serve as the central hub for official Verstappen merchandise worldwide, featuring exclusive drops and special releases designed to deepen fan engagement and enhance the athlete’s direct relationship with his global audience.
The agreement also includes a major trading cards and collectibles component through Fanatics Collectibles. Verstappen will feature in officially licensed trading card products, with premium and limited-run releases planned for motorsport fans and collectors. The move further strengthens Fanatics’ growing F1 collectibles portfolio as the category continues to gain momentum globally.
Commenting on the partnership, Max Verstappen said, “It is great to partner with Fanatics and provide exclusive products and experience to all of my fans, no matter where they are in the world. I look forward to working with the Fanatics teams across merchandise and collectibles to create products and experiences that feel authentic to my journey and give fans something special to collect and enjoy globally.”
Andrew Low Ah Kee, CEO of Fanatics Commerce, added, “Max’s global fan base continues to grow at remarkable speed, and we are proud to help elevate how his fans engage with him. His success on track and international popularity have made him one of the world’s most influential athletes. Our team is excited to have him as a part of our Fanatics global network, creating merchandise that carries real meaning for Max and his fans across the world.”
Mike Mahan, Fanatics Collectibles CEO, continued, “We’re incredibly excited to welcome Max to the Fanatics family. All of us at Fanatics are huge fans – and his cards are extremely popular and valued in the hobby. With Max, we look forward to developing a never-before-seen innovative product that will continue to grow our global F1 success with both fans and collectors.”
Positioned as a long-term commercial collaboration rather than a traditional endorsement deal, the partnership gives Verstappen active involvement in product strategy, creative storytelling, and fan engagement initiatives. The agreement reflects a broader shift toward athlete-led brand building, as global stars seek greater control over how their commercial businesses scale worldwide.
