Seven-time Formula 1 world champion Lewis Hamilton has inked a new blockbuster partnership amid a turbulent start to his 2025 campaign with Ferrari. The British icon, who shocked the racing world by ending his 12-year tenure with Mercedes—a stint that yielded six of his seven titles—has struggled to find rhythm in Ferrari’s SF-25. With finishes languishing outside the podium (10th in Australia, sixth in China, seventh in Japan, fifth in Bahrain, and seventh in Saudi Arabia), speculation about his retirement has resurged.
Yet Hamilton remains defiant: “I’m not giving up.” Now, as scrutiny intensifies, another high-profile deal adds intrigue to his evolving legacy.
Lewis Hamilton’s strategic leap
While Hamilton battles on-track inconsistencies, he’s making strategic moves off it. The racing legend recently announced a partnership with Topps, the global leader in sports trading cards and memorabilia.
The collaboration, unveiled via a vibrant “JUST IN” social media blast from Topps, positions Hamilton among elite athletes with exclusive collectible lines. For fans, this means limited-edition cards, autographed gear, and potential releases commemorating career milestones—think iconic wins, pole positions, and championship triumphs.
"JUST IN: We’re excited to announce that we’ve signed an exclusive trading card & memorabilia deal with Lewis Hamilton. Welcome to the family, Lewis!" Topps wrote in a joint post with Hamilton on Instagram
The deal arrives as the trading card market, particularly in motorsports, surges in value. Topps, already entrenched in F1 through its Chrome collections, gains a crown jewel with Hamilton—a figure synonymous with speed, activism, and cultural influence. For Hamilton, it’s a savvy brand play, diversifying his portfolio beyond racing into a booming $10B+ collectibles industry.
Retirement rumors and brand building
Hamilton’s Topps venture inevitably fuels retirement chatter. Why would a driver in his twilight years prioritize memorabilia? The answer lies in legacy. At 40, Hamilton is no stranger to post-career planning. This partnership mirrors moves by legends like Michael Jordan and Tom Brady, who transitioned seamlessly into global branding. Yet Lewis Hamilton insists his focus remains on racing.
Still, the timing is telling. Amid Ferrari’s technical woes, Hamilton’s off-track ventures suggest a dual focus—repairing his on-track reputation while cementing his marketability. The Topps deal, while celebratory, also serves as a hedge against an uncertain competitive future.
The bigger picture
Hamilton’s 2025 struggles aren’t just about speed; they’re about adaptation. The SF-25’s capricious handling has exposed gaps between his methodical style and the car’s demands. Meanwhile, teammate Charles Leclerc’s podium finishes highlight the machine’s potential, deepening Hamilton’s frustration.
Yet the Brit’s resilience is legendary. His ability to reinvent—whether through activism, fashion, or now collectibles—proves he’s more than a driver. The Topps collaboration isn’t a retirement signal but a reminder: Lewis Hamilton’s influence transcends checkered flags.
As the season progresses, all eyes will be on Hamilton’s ability to extract more from Ferrari—and whether the Topps deal evolves into a post-retirement empire. One thing’s certain: Whether on asphalt or cardboard, Lewis Hamilton’s legacy is being etched in indelible ink.