F1 and Topps ink long-term licensing extension

Formula One and Topps have agreed a long-term renewal to their licensing partnership.

Contract:

• Topps will continue to produce trading cards and stickers for drivers in Formula One and its feeder series
• 2024 will see new hobby collections added to the range
• The Formula One ‘Turbo Attax’ collection will also continue this year

Context:

This long-term renewal continues a partnership that began in 2020, with the Fanatics-owned company remaining the official licensee of Formula One trading card and sticker collections as part of this deal. Topps will attend multiple races this year, beginning with the Austrian Grand Prix, to offer fans access to the latest collections and experiential activations.

Comment:

Emily Prazer, chief commercial officer at Formula One, 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 One’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.”

Coming next:

Topps will make its first appearance at a Formula One weekend at the Red Bull Ring in Austria from 28th to 30th June.

Go deeper:

• Podcast | F1 Academy, Claire Williams, and motorsport’s most impactful partnerships
• The SkyPad, Martin Brundle interviews, and remote production: Inside Sky Sports’ award-winning F1 coverage