Lewis Hamilton’s decision to leave Mercedes and join Ferrari was influenced in part by his desire to reduce the demanding obligations related to sponsorship commitments. This reason, revealed by Nico Rosberg—the 2016 Formula 1 World Champion and Hamilton’s former teammate—adds a new dimension to the high-profile switch in the 2023 season.
Last year, Hamilton surprised the Formula 1 world by activating an exit clause in his Mercedes contract, allowing him to break away after just one year into a new two-year deal. Choosing to embrace his lifelong dream, Hamilton signed a multi-year contract with Ferrari, stepping into the renowned red racing team’s ranks.
The Motivation Behind Hamilton’s Contract with Ferrari
Hamilton’s move to Ferrari reportedly included a contract valued at approximately $446 million, which extended beyond his role as a driver into his Mission 44 initiative. However, rather than joining Ferrari solely for financial gain or team presence, Hamilton’s main objective was to chase an unprecedented eighth World Championship.
At the start of the season, Hamilton expressed his determination:
“I’m here to win. It’s crunch time. For me, I truly believe in the potential of this team.”
Reflecting his conviction in Ferrari’s capabilities, he emphasized the team’s legacy and his goal during his tenure.
I really believe they can win multiple world championships moving forwards. They already have an amazing legacy, but during my time, that’s my sole goal.
The Sponsorship Burden as a Factor in Hamilton’s Move
Beyond the headline factors like the team’s history and Hamilton’s aspirations, Rosberg shed light on a less obvious motive: the pressure of sponsor-related appearances and media duties. Speaking on the Sky F1 podcast, Rosberg suggested that one challenge for current driver George Russell at Mercedes involves negotiating the number of sponsor days required.
Rosberg commented on the issue of sponsor engagements:
“I’m not allowed to say it’s painful for us [drivers] because everybody watching will be like: ‘Shut up. You earn so much money, all you have to do is go to a sponsor event, shake some hands, take some pictures, and I’m saying it’s painful’ – but it is really painful.”
The veteran driver revealed that Mercedes drivers might have to commit up to 60 days annually to media and sponsor appearances, which is a significant time investment. This extensive demand contributed to Hamilton’s decision to join Ferrari, a team known for requiring fewer such commitments.
That was one of the reasons for Lewis’s switch to Ferrari,
Because Ferrari, they don’t use their drivers for sponsor days. They have such a strong brand that they don’t have to offer their sponsors much time with drivers. I heard numbers that in [Sebastian] Vettel’s time, it was 10 days that Vettel had to do and that was it. And that really, especially in the twilight of your career, is something that you just value so enormously, and that was part of Lewis’s reason to go to Ferrari also.
It was part of the decision making.
Hamilton’s Early Days at Ferrari and Team Response
During the pre-season, Hamilton engaged in various activities including photoshoots near Enzo Ferrari’s birthplace, fan meetings, testing previous car models (referred to as TPC), and attending some sponsor events. Despite the sponsor commitments being fewer compared to Mercedes, they still formed a part of his schedule.
Ferrari’s team principal Fred Vasseur highlighted Hamilton’s interaction with the passionate Ferrari fans, known as the Tifosi, as a significant moment that energized the driver. Speaking at the Italian Grand Prix in Monza, Vasseur described the boost Hamilton received from the enthusiastic support.
I think the energy that he received from the Tifosi on Wednesday, Thursday in [Milan] was something very special for him,
said Vasseur.
I don’t know if it was expected from him or I don’t know what he was expecting from this, but it was something mega and I think this gave him an extra boost all over the weekend.
Even tonight when he went to the fans to say hello and the Tifosi was something mega. I don’t know if you underestimate this or not, that we didn’t discuss too much about this, but I think, and even for me, each time that I’m going there I’m surprised.
While Ferrari did not deliver the podium finish they had hoped for, Vasseur noted that the support and enthusiasm from the fans remained strong. The positive energy surrounding Hamilton during the race weekend was, according to Vasseur, palpable and motivating.
But I’m really convinced that it’s part of the energy into the team and the positive energy around Lewis this weekend.
The Broader Impact and Next Steps for Hamilton and Ferrari
Hamilton’s move to Ferrari, driven partly by a desire for fewer sponsor commitments, illustrates how the non-racing demands on top athletes can influence their career decisions. With fewer media obligations, Hamilton can concentrate more on his on-track performance as he pursues an eighth World Championship—a record in Formula 1.
The support from Ferrari and their passionate fans appears to be fueling Hamilton’s motivation, even amid challenging race results. This dynamic suggests a promising future for both the seven-time World Champion and the legendary Scuderia Ferrari team as they aim to return to championship-winning form.
As the season progresses, the balance between sponsor demands and racing focus will remain critical for Hamilton, while fans and analysts will watch closely to see if this new chapter delivers the titles Hamilton has relentlessly pursued throughout his career.
