Lewis Hamilton Ventures announces the launch of Card Culture by Lewis Hamilton, a joint venture with leading trading card and collectibles company Dave & Adam’s Card World, marking the next step of Hamilton’s involvement in the global trading card market.
Already a Topps ambassador with an exclusive trading card & memorabilia deal, the joint venture is an exciting new development in the fast growing industry.
Hamilton’s entry into the category brings together personal passion and strategic ambition. A lifelong collector of trading cards, with a particular love of football cards as a kid, he enters the category with an understanding of the community. His introduction to Adam Martin, Owner and CEO of Dave & Adam’s, through Fanatics CEO and Founder Michael Rubin established the foundation for the joint venture and a shared vision to build and ultimately lead EMEA card culture with this new premium offering.
Under the new joint venture, Card Culture by Lewis Hamilton will be focussed on opening in global markets outside of North America. Beginning with Frankfurt, Germany in June 2026, the company has Sydney, West London and key regions in the Middle East and Asia on the target rollout list over the next five years. The existing Dave & Adam’s Netherlands store and e-commerce website (dacardworld.eu), which features a selection of Topps, Panini, Upper Deck, Pokémon and more, will be rebranded under the Card Culture identity. The brand will serve as the venture’s primary retail and community platform, delivering new premium store formats and product experiences across the region.
Lewis Hamilton, Founder, LH Ventures, comments: “I’ve loved collecting cards since I was a kid – Pokémon, football, anything I could get my hands on, so to now play a role in shaping the future of the category is incredible. Through Card Culture, I believe we have a significant opportunity to tap into the culture around trading cards in a way no one has been able to before. Partnering with Adam and the Dave & Adam’s team was the right way to enter the space, they are leaders in their field, with expertise, scale and a clear plan to build something premium that fans can experience across Europe and the Middle East/Asia.”
Adam Martin, Owner & CEO of Dave & Adam’s, said: “Working with Lewis, the greatest Formula 1 driver of all time is an unbelievable opportunity. His passion for collecting is real, his vision is huge and together we’re going to set a new standard for card culture globally. We’re excited to welcome card enthusiasts to our first retail locations this summer.”
