Lewis Hamilton Signs Exclusive Deal with Topps Ahead of Miami Grand Prix
In the buildup to the highly anticipated Miami Grand Prix, Lewis Hamilton has surprised fans by revealing a major partnership deal—though this time, it’s off the track. The seven-time Formula 1 World Champion took to his Instagram story to announce a new personal venture: an exclusive trading card and memorabilia agreement with renowned collectibles brand Topps.
Hamilton, who joined Scuderia Ferrari earlier this year, has already sparked widespread media attention due to the powerful combination of his star status and Ferrari’s historic legacy. The British driver, widely regarded as one of the greatest in Formula 1 history, brings with him not only unmatched experience on the grid but also immense marketability. Since his signing with Ferrari was announced in January, both the team and their partners have been capitalizing on the excitement surrounding this high-profile collaboration.
His 39.4 million followers on Instagram have been treated to a series of visually stunning images, including Hamilton donning the famous Ferrari red and posing with legendary models from the Italian marque’s storied past. These images have already become iconic, capturing the fusion of motorsport heritage and modern star power.
Despite the buzz off the track, Hamilton’s on-track performance during the opening rounds of the 2025 season has fallen short of expectations. Five races into the season, he finds himself in seventh place in the Drivers’ Championship, having amassed only 31 points. This early setback has raised questions about whether his move to Ferrari can deliver the competitive edge both he and the team are hoping for.
Heading into what could be a pivotal weekend in Miami, Hamilton has taken on a fresh commercial partnership that underscores his enduring appeal beyond the racetrack. Topps, a leader in the trading card and collectibles industry, confirmed the news via social media, stating, “We’re excited to announce that we’ve signed an exclusive trading card & memorabilia deal with Lewis Hamilton. Welcome to the family, Lewis!” The post was quickly shared by Hamilton on his Instagram story, confirming the deal to his millions of fans.
This agreement aligns well with Hamilton’s broader brand strategy. Over the years, he has established himself not only as an elite driver but also as a fashion icon, activist, and entrepreneur. Collaborations such as this help reinforce his brand off the grid, especially during a season that has started with more challenges than triumphs.
Hamilton’s competitiveness has also been tested within his own team. So far in 2025, his Ferrari teammate Charles Leclerc has had the upper hand in qualifying sessions, outperforming the Briton in four of the five race weekends. The race-day results have followed a similar trend, with Leclerc currently sitting 16 points ahead of Hamilton in the standings. This internal rivalry has added more pressure on Hamilton to deliver results and adapt quickly to the nuances of his new team and car.
However, it hasn’t been all doom and gloom for the British driver. Hamilton’s best moment of the season so far came during the Chinese Grand Prix in March, where he clinched victory in the sprint race—a performance that showed he still has the pace and skill to challenge the current top contenders, including Red Bull’s Max Verstappen, McLaren’s Lando Norris, and Oscar Piastri.
Looking ahead to the Miami Grand Prix, Hamilton will be eyeing redemption. The weekend features another sprint format, offering a golden opportunity to score big. A maximum of 33 points is available for any driver who can win both the sprint and the main race—an enticing prize that could help him climb back up the championship table and close the gap on his rivals.
While the season may have begun with difficulties, Hamilton remains a formidable presence in the paddock. His legacy, combined with his hunger for an eighth world title, continues to draw attention from fans, brands, and the sport’s stakeholders. Whether or not he finds the right form on track this weekend, his new deal with Topps serves as a timely reminder that Hamilton’s influence in Formula 1 extends far beyond race results.
As the Miami weekend unfolds, all eyes will be on whether Hamilton can turn his fortunes around—on both the track and in the standings—while continuing to thrive off it with ventures like his Topps collaboration. One thing is certain: Lewis Hamilton remains one of the most compelling figures in the sport, regardless of where he finishes on race day.
