The iconic Formula 1 (F1) motor racing series has today unveiled a major multi-year renewal of its commercial partnership with trading card firm Topps.

The tie-up entails Topps, owned by Fanatics, continuing as F1’s official licensee of trading card and sticker collections. The original deal between the series and Topps was unveiled in September 2020.

Through the new deal, Topps will continue “to produce trading card and sticker ranges” from not only the top-tier F1 but also the supporting F2 and F3 series.

Topps will activate at several of the remaining races this season, F1 has said, beginning with the Austrian Grand Prix on June 30 where fans can secure exclusive cards and “immerse themselves in experiential activations.”

Emily Prazer, Formula 1’s chief commercial officer, said: “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.”

Last week, a GlobalData report suggested that the 2024 F1 season is set to generate over $500 million in annual sponsorship revenue.

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Much of this is understood to be a result of the overall F1 value increasing following the success of the hit Netflix documentary series surrounding the competition, Drive to Survive.

Kelvin Smith, senior vice president of global licensing and partner development at the Fanatics Collectibles wing, added: “We feel that together with Formula 1, our unique offerings have helped fans and collectors get closer to their favorite teams and drivers.”

Fanatics, the major digital sports platform and e-commerce company, acquired a significant portion of Topps in 2022.

Earlier this month, Topps signed an exclusive collectibles licensing deal with Team GB ahead of the Paris 2024 Olympics.