Lewis Hamilton expands business empire with Card Culture trading card store

Lewis Hamilton’s business empire has expanded into the trading-card market, with the seven-time Formula 1 world champion opening the first Card Culture by Lewis Hamilton store in Frankfurt, Germany. The latest venture adds collectibles to a broad portfolio that already stretches from food and fashion to cinema, sport and artificial intelligence.

The shop opened on 25 July. The Ferrari driver explained: “I have loved collecting cards since I was a child – Pokémon, football or anything else – so to now play an active role in this industry is incredible.”

The outlet was launched in collaboration with Dave & Adam’s Card World, with plans already focused on further expansion across Europe, Asia and the Middle East.

Inside Lewis Hamilton’s business empire

The trading-card business is only the latest in a series of investments made by Lewis Hamilton over the years. His commercial interests range from the restaurant and food industries to fashion, cinema and other sports.

Lewis Hamilton’s investments in the food sector

In 2019, Lewis Hamilton was among the financial backers of vegan fast-food chain Neat Burger, which later collapsed in 2025.

In 2021, alongside other well-known figures including Natalie Portman and Justin Timberlake, the British driver invested in Bowery Farming, a US sustainable-agriculture start-up that ceased operations at the end of 2024.

Lewis Hamilton also backed NotCo, a Chilean company that uses artificial intelligence to develop plant-based versions of food products. Other prominent figures involved with the business included Roger Federer and Jeff Bezos.

He subsequently invested in MeliBio, an innovative start-up producing plant-based honey without using bees, and Bramble, a US company that makes entirely plant-based dog food.

Another venture followed in 2023 with Almave, the first non-alcoholic spirit made from blue agave and distilled in Mexico. Hamilton’s portfolio also includes Zapp, a rapid grocery-delivery business operating in densely populated urban markets, in which he has been involved since 2022.

Fashion, lifestyle and Mission 44

In 2022, Lewis Hamilton launched his +44 clothing brand, a streetwear label inspired by pop culture and diversity.

A proportion of its proceeds goes towards financing Mission 44, the charitable foundation he established in 2021 to support, advocate for and empower young people from minority and disadvantaged backgrounds in the United Kingdom and around the world.

Lewis Hamilton’s move into cinema

In October 2022, Lewis Hamilton launched Dawn Apollo Films, his film and television production company.

Its most important collaboration to date was the F1 film, distributed by Apple and starring Brad Pitt. Lewis Hamilton worked on the production as both a producer and consultant. The film later won the Academy Award for Best Sound.

Investments across the sporting world

Since 2022, Lewis Hamilton has been part of the ownership group behind the Denver Broncos, who compete in the NFL, the professional American football league.

He is also involved in TMRW Sports, described as a venture capital company founded by Tiger Woods and Rory McIlroy to introduce innovation across sport and the media.

Lewis Hamilton also founded X44, a team that competed between 2021 and 2023 in the British Extreme E championship, a series for electric SUVs racing in remote locations around the world. X44 triumphed in 2022 in both the teams’ and drivers’ competitions.