Fanatics has strengthened its position in the sports collectibles market through a new multi-year trading card partnership between its Topps brand and McLaren Racing.
Under the agreement, Topps becomes the official trading card licensee for McLaren Racing across multiple racing series, including Formula 1, IndyCar, World Endurance Championship and sim racing.
The partnership launches with a new trading card collection featuring driver memorabilia, including autograph cards from Lando Norris, alongside historical car designs and limited-edition collectibles tied to McLaren’s recent competitive success.
This deal further expands Topps’ long-standing involvement in motorsport collectibles, as the brand has already served as the official trading card and sticker licensee for Formula 1 since 2020.
For Fanatics, the move is part of a broader strategy to dominate the global sports memorabilia sector by securing exclusive licensing rights across major leagues and properties. The company has increasingly focused on high-value sports partnerships to strengthen its global ecosystem of collectibles, apparel and fan merchandise.
The deal also comes amid ongoing competition in the trading card industry, where Fanatics is expanding its portfolio while rival Panini faces increasing pressure over licensing rights disputes in major sports markets.
With the addition of McLaren Racing, Fanatics continues to deepen its presence in motorsport, leveraging the global popularity of Formula 1 and its star drivers to drive engagement in the fast-growing collectibles segment.