Despite Lewis Hamilton’s disappointing debut season with Ferrari, his presence has generated a substantial commercial boost worth €70 million for the team. While the seven-time world champion, now 40, has only secured a single sprint race victory in China this year and no podium finishes, his global influence continues to benefit Ferrari’s financial results.
Mixed Reactions to Hamilton’s Ferrari Move
Hamilton’s performance has sparked debate, with some questioning if the switch to Ferrari was wise. Former Formula 1 chief Bernie Ecclestone commented on Hamilton’s situation, saying,
“I’m not sure that taking Lewis was the right decision,”
while recognizing his talent and unique personality. Ecclestone added,
“Lewis is obviously talented, but a little bit political, which is typical for Ferrari and typical for him. But he could come to life again which would be good for him and good for Ferrari.”
Boost in Ferrari’s Financial Standing Attributed to Hamilton
Ferrari’s financial disclosures show a 9 percent increase in group net profits for the first half of 2025, reaching €837 million. Formula 1-related revenues jumped from €313 million to €396 million, driven by new sponsorship deals, higher Liberty Media bonuses linked to improved championship results, and a sizable rise—estimated between €30 million and €40 million—in bonuses. Crucially, sponsorship income grew by approximately €50 million annually, a figure largely credited to Hamilton’s widespread appeal.
Hamilton’s Global Appeal Enhances Sponsorship and Merchandising
Giovanni Palazzi, president of the Italian sponsorship valuation firm StageUp, explained Hamilton’s impact:
“The increase in merchandising and the increase in sponsorship revenue can be explained by Hamilton’s appeal, as he’s not just a driver but a living sporting legend. His image transcends Formula 1 and speaks to a global audience, bridging sport, fashion, and pop culture. This global charisma, combined with the legend of the Prancing Horse, created an irresistible combination for fans and brands.”
Commercial Gains Outweigh Salary, Marking a Major Win for Ferrari
La Gazzetta dello Sport estimates Hamilton’s overall commercial influence at €70 million this year, comfortably surpassing his reported €40 million salary. This surge in commercial value demonstrates how, despite on-track struggles, Hamilton’s association with Ferrari has significantly enhanced the team’s profitability and market appeal, suggesting considerable financial dividends for the iconic brand moving forward.
