Why Hamilton remains the deal of the century for Ferrari

En Formula 1, track performance is the first measure of success. Those of Lewis Hamilton at Ferrari has already been widely discussed, both by us and by our colleagues. But F1 is not just about what happens on the track; it is also a colossal business where money dictates many decisions. On this side of the sport, Lewis Hamilton has largely done his part of the work since his arrival at Maranello.

Indeed, the seven-time world champion is not only one of the most successful drivers in history—with 105 wins and 104 pole positions—he is also a brand in his own right. Since arriving in Formula 1, the Briton has redefined the role of the modern driver and become a global celebrity beyond the sport. Only recently, the Englishman was on the cover of the magazine Vogue, not to talk about his sport but to express himself on fashion: another passion in his busy life.

For many of his 39 million Instagram followers, he's a celebrity before he is an athlete. In fact, he's by far the most-followed driver on social media, second only to his Monaco teammate, Charles Leclerc (18 million subscribers). Even his team pales in comparison to his numbers, as Ferrari has a peak of 30 million, and it has already largely benefited from the celebrity of its new driver: the Prancing Horse has gained more than 5,5 million new subscribers (+18,7%) since their union. So, whether it's for his image, his style, or his commitments: Lewis Hamilton is a source of income in his own right.

Former pilot Mercedes, the Englishman's departure from the German team, after twelve years of prolific collaboration, was a real loss for the brand with the star. On the sporting level, obviously, but also on the economic level since in the wake of the announcement, several emblematic sponsors — Tommy Hilfiger, Monster Energy, Puma — have left the Brackley team, illustrating the Briton's commercial aura. This loss for Mercedes means, in turn, a gain for Ferrari.

7 billion in one day

When Ferrari announced Lewis Hamilton's arrival for the 2025 season, the news was hailed as the wedding of the century. Once the excitement of the announcement subsided, the numbers began to be questioned. How much will such a driver be paid? What benefits will the Scuderia receive? The answers quickly became clear.

The Englishman's salary at his new team is estimated at $60 million per year (around €56 million), which might at first glance seem excessive. However, it quickly proved to be a profitable investment. On the very day of the announcement, February 1, 2024, the share Ferrari jumped 8%, gaining more than $7 billion in market capitalization. The simple Hamilton effect…

This financial phenomenon doesn't stop there. The British team's long-standing partner, Puma, also associated with Ferrari, has seen its product sales increase eightfold since the start of the season. The red products bearing the number 44 are selling like hot cakes in stores, and websites are still experiencing repeated stockouts.

In addition to the stock market valuation of Ferrari and its affiliated brands, there are many other benefits, but they are difficult to quantify. The Scuderia and the British team aren't the only ones to benefit financially from this marriage, but all stakeholders in the industry benefit and reap the benefits: Liberty Media, broadcasters, and even the circuits hosting the Grand Prix. The Hamilton/Ferrari effect radiates throughout Formula 1.

So, on the sporting front, Lewis Hamilton's debut with the Italian team is a delicate one. However, such an operation goes well beyond the track. For his part, although he shouldn't be entirely satisfied with the SF-25's performance this year, Ferrari president John Elkann can hardly regret his move, as the economic and marketing gamble has already been a success.

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