Lewis Hamilton has played his cards right, with the Ferrari driver signing a multi-year partnership with collectibles giant Fanatics. Hamilton brought areas of London to a standstill on Friday as fans queued from 4am to catch a glimpse of the most successful Formula 1 driver of all time as he opened the Fanatics flagship store on Regent Street.

Fanatics Collectibles has signed a multi-year partnership with seven-time Formula 1 World Champion Lewis Hamilton, who began the new season with Ferrari after 12 years with Mercedes.

Formula 1 legend Lewis Hamilton has signed a new multi-year trading card and memorabilia deal with Fanatics Collectibles, the company announced Monday. The agreement includes exclusive autograph rights and begins immediately. Financial details of the deal weren’t immediately announced.