The Rise of Formula 1 Trading Cards: Max Verstappen and Lando Norris Lead the Charge

The world of Formula 1 has always been synonymous with speed, glamour, and high stakes, but in recent years, its influence has extended far beyond the racetrack. Thanks to the explosive popularity of Netflix’s Drive to Survive docuseries, Formula 1 has captured the imagination of a new generation of fans, particularly in the United States. This surge in interest has fueled a booming market for Formula 1 trading cards, with Topps Dynasty and Topps Chrome F1 cards becoming some of the most sought-after collectibles in the sports card world. At the forefront of this phenomenon are the signed cards of drivers like Max Verstappen and Lando Norris, especially the ultra-rare 1/1 Superfractor editions, which are fetching staggering six-figure prices at auctions in 2025. This article explores the meteoric rise of F1 trading cards, the most notable sales, the expansion of the market, and how the sport’s allure is attracting a new wave of collectors.

The Formula 1 Card Boom: A Perfect Storm

The trading card market has seen significant growth across various sports, but Formula 1 cards have emerged as a standout category since Topps became the official licensee in 2020. The timing couldn’t have been better. The global pandemic forced collectors indoors, leading to a resurgence in trading card interest, while Drive to Survive introduced millions to the drama, personalities, and rivalries of F1. In the U.S., where trading card culture has deep roots, fans were quick to embrace F1 cards as a way to connect with their newfound passion for the sport.

Topps’ F1 offerings, including the premium Topps Dynasty and the more accessible Topps Chrome, have become the gold standard for collectors. Topps Dynasty cards are high-end, featuring autographs and race-worn memorabilia patches, with print runs often limited to 10 or fewer. Topps Chrome, on the other hand, appeals to a broader audience with its vibrant refractor parallels and autograph variations. The rarity and prestige of these cards, combined with the global star power of drivers like Max Verstappen and Lando Norris, have driven auction prices to unprecedented heights.

Record-Breaking Sales: Verstappen and Norris Shine

The 2020 Topps Chrome F1 set marked a turning point for the hobby, introducing the first widely available, officially licensed cards of modern F1 stars. Among the most coveted are the 1/1 Superfractor cards—unique, one-of-a-kind editions with a distinctive holographic finish. In 2022, a Lewis Hamilton 2020 Topps Chrome Superfractor sold for a record-breaking $900,000 at Goldin Auctions, setting the benchmark for F1 card values. However, Max Verstappen’s cards have quickly closed the gap. His 2020 Topps Chrome Autograph Superfractor (#F1A-MV), a rookie card, fetched $534,000 in the same year, while a 2020 Topps Chrome Sapphire Padparadscha (#6), another 1/1, sold for $195,200 in 2024.

Lando Norris, the McLaren star and a fan favorite, has also seen his cards soar in value, particularly after his first Grand Prix win in Miami in 2024. His 2020 Topps Chrome Red Refractor driver portrait card (#7) sold for $12,000 at a Goldin auction in March 2023, but his index spiked by over 12% in the week following his Miami victory, with average daily sales reaching $1,875.79 compared to $355.62 over the prior three months. While Norris’s cards have not yet reached the stratospheric heights of Verstappen’s or Hamilton’s, his rising popularity and McLaren’s resurgence in 2024 suggest that his rarer cards, such as potential 1/1 Superfractors, could command six-figure sums in 2025 auctions.

Other notable sales include a 2020 Topps Dynasty Max Verstappen Autographed Patch Gold (#DAP-MV), a 1/1 rookie card, which sold for $170,400, and a George Russell 2020 Topps Chrome Sapphire Padparadscha helmeted card (#192) that fetched $15,860 in November 2024. These transactions highlight the premium placed on rarity, driver popularity, and the condition of the card, with PSA 9 or 10 grades significantly boosting value.

Market Expansion and Challenges

The F1 trading card market has grown significantly, but it has not been without challenges. In 2024, resale values for rarer cards experienced downward pressure due to flat consumer budgets and an influx of new card sets from Topps, such as the 2024 Topps Chrome and Topps Finest releases. Despite this, high-end cards, particularly those of Verstappen and Hamilton, continue to dominate sales above $10,000. The market’s resilience is evident in off-market consignment sales, such as a PSA-graded 2020 Topps Chrome Lewis Hamilton Superfractor autograph card sold for over $1 million in December 2024.

The U.S. market, in particular, has been a driving force behind this growth. The addition of new F1 races in the U.S., such as the Miami and Las Vegas Grands Prix, has amplified interest, while Drive to Survive has made drivers like Norris, Verstappen, and Charles Leclerc household names. The series’ focus on behind-the-scenes drama and rivalries has created a collector culture that values not just performance but also personality. For instance, Verstappen’s “villain” persona, as portrayed in the series, has paradoxically boosted his card values, with collectors betting on his long-term dominance at just 27 years old.

The Glamour of F1 and New Collectors

Formula 1’s unique blend of luxury, technology, and global appeal has drawn a diverse new cohort of collectors. Unlike traditional sports card markets, which often focus on team affiliations, F1 collectors are driver-centric, with portrait cards of top drivers like Verstappen, Norris, and Hamilton commanding the highest prices. The sport’s glamour—evident in its association with high-end brands, exotic locations, and celebrity culture—adds an aspirational element to collecting. For new collectors, owning a piece of F1 history, such as a Verstappen 1/1 Superfractor or a Norris autographed patch card, feels like owning a slice of the sport’s prestige.

Topps has capitalized on this by expanding its offerings. The 2024 Topps Chrome Formula 1 set, released in November, includes chase sets like F1 Armour, Futuro, and Ultrasonic, featuring young talents like Oscar Piastri and Logan Sargeant alongside established stars. The introduction of gamified collections like Turbo Attax, with rare gold parallels, has also lowered the entry barrier for new collectors while maintaining interest among seasoned hobbyists.

The Future of F1 Trading Cards

As Formula 1 continues to grow in the U.S. and globally, the trading card market is poised for further expansion in 2025. Max Verstappen, with his dominant performances and multiple world championships, remains a cornerstone of the hobby, with his 2020 Topps Chrome and Dynasty cards likely to appreciate as he cements his legacy. Lando Norris, at 25, represents the next generation, and his cards are expected to rise in value as he contends for championships with McLaren.

However, collectors should be cautious of market volatility. The 2024 decline in resale values suggests that while top-tier cards remain strong, mid-range cards may struggle to maintain value. New collectors entering the market should focus on graded cards (PSA 8 or higher) and prioritize drivers with long-term potential, such as Verstappen, Norris, or emerging talents like Oliver Bearman and Franco Colapinto.

In conclusion, the rise of Formula 1 trading cards reflects the sport’s growing cultural footprint and the allure of its stars. Max Verstappen and Lando Norris, with their rare 1/1 Superfractor cards commanding six-figure sums, embody the market’s potential. As new collectors join the fray, driven by the glamour of F1 and the thrill of the chase, the market for these cards will likely continue to accelerate, much like the cars on the track.