Card Culture by Lewis Hamilton
On July 25th, the first collectible card store by Lewis Hamilton opened in Frankfurt, Germany. The seven-time Formula 1 world champion of Ferrari explained: “I have loved collecting cards since I was a child – Pokemon, football, or anything else – so having an active role in this sector now is incredible.”
The store was opened in collaboration with ‘Dave & Adam’s Card World” and already has plans for expansion in Europe, Asia, and the Middle East.
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Hamilton’s Investment Portfolio
The collectible card business is just the latest of a series of business investments made over the years by Lewis Hamilton, ranging from the food sector to fashion, extending into film and other sports.
Food Sector
In 2019 Lewis Hamilton was among the financiers of the vegan fast food chain Neat Burger, which later went bankrupt in 2025.
In 2021 – along with other well-known figures like Natalie Portman and Justin Timberlake – he invested in Bowery Farming, a US sustainable agriculture start-up – which however ceased its activity at the end of 2024.
Hamilton then bet on NetCo – a Chilean company that recreates plant-based foods based on artificial intelligence advice – together with other notable figures like Roger Federer and Jeff Bezos.
Subsequently, he invested in MeliBio, an innovative start-up that produces plant-based honey without the use of bees and in Bramble, a US start-up that manufactures 100% plant-based dog food.
In 2023 came the venture with Algave, the first non-alcoholic blue agave spirit, distilled in Mexico.
Finally, there is Zapp, which operates in rapid grocery delivery in high-density urban markets, of which Hamilton has been a part since 2022.
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Fashion and Lifestyle
Lewis Hamilton launched his personal clothing brand +44 in 2022, a streetwear brand inspired by pop culture and diversity. A portion of the proceeds is destined to fund his Mission 44 foundation, established in 2021 to support, defend, and empower young people from minorities and disadvantaged backgrounds in the UK and worldwide.
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Film
In October 2022 Hamilton launched Dawn Apollo Films, a film and television production company.
His most important collaboration was the Formula 1 film, distributed by Apple and starring Brad Pitt, of which Hamilton was producer and consultant. The film won the Oscar for Best Sound.
The World of Sports
Since 2022 Lewis Hamilton has been part of the ownership group of the Denver Broncos, a participant in the NFL – the professional American football league.
He is also part of TMRW Sports, a venture capital company founded by Tiger Woods and Rory McIlroy to innovate the world of sports media.
He then founded the X44 team, active between 2021 and 2023 in the British Extreme E championship – a championship of electric SUVs racing in remote parts of the world – where he triumphed in 2022 both among teams and drivers.
Hamilton and Artificial Intelligence
Lewis Hamilton is not only a global ambassador for artificial intelligence Perplexity, but also invested in the capital of the US start-up in 2025. The Englishman sports the AI brand on his yellow helmet when he gets into the cockpit of his Ferrari number 44.
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