Max Verstappen Signs Exclusive Global Merchandise Deal with Fanatics
Max Verstappen has signed an exclusive, worldwide merchandise and collectibles deal with Fanatics, which includes plans for a dedicated global online store launching in 2026. The partnership aims to create real-time products for his fans and was launched with a unique trading card containing a piece of his Monza race suit.
Max Verstappen has entered into an exclusive, multi-year global partnership with sports merchandise giant Fanatics, focusing on e-commerce, licensed products, and trading cards. The deal will include a new global online Verstappen shop launching in early 2026, offering fans real-time products tied to his racing milestones. To mark the announcement, a unique 1-of-1 trading card featuring a piece of his Monza race suit was released.
Why it matters:
This partnership signifies the commercial maturation of Formula 1's reigning superstar. Verstappen is leveraging his immense global popularity and on-track success into a dedicated, direct-to-consumer merchandise empire. It moves beyond traditional team-based licensing, giving him greater control over his brand and how fans worldwide engage with his career through collectibles and apparel.
The details:
- The exclusive deal covers e-commerce, licensed merchandise, and trading cards, including autographed and race-used memorabilia.
- A cornerstone of the partnership is the planned launch of a global online Verstappen shop in early 2026, designed to provide faster access to products and items created in real-time based on significant racing moments.
- To commemorate the deal, Fanatics Collectibles released a one-of-a-kind card in the F1 Eccellenza 2025 collection.
- The card honors Verstappen's record-setting qualifying lap at Monza and includes an actual piece of the race suit he wore that weekend.
- Verstappen stated the partnership will allow him to offer "exclusive products and experiences" to his global fanbase, working with Fanatics to create items that "truly fit" his career.
The big picture:
Fanatics has aggressively expanded in Formula 1, securing licensing deals and acquiring collectible companies. Signing the sport's most dominant current driver is a major coup, aimed at capturing his rapidly growing international fanbase. This model mirrors deals with top athletes in other major sports, indicating F1's commercial appeal and the value of its top stars as standalone brands.
What's next:
The focus will shift to product development ahead of the 2026 online shop launch. Fans can expect a stream of new Verstappen-branded merchandise and innovative collectibles. The success of this venture will be closely watched, potentially paving the way for other top F1 drivers to establish similar direct commercial partnerships outside their team agreements.