Lewis Hamilton, the seven-time World Champion and Ferrari driver, showcased his new sponsor Perplexity on his helmet for the first time at the Emilia Romagna Grand Prix held last weekend at Imola. This appearance followed a significant personal sponsorship deal Hamilton made with the artificial intelligence company, Perplexity, which is valued at approximately $9 billion.
At Imola, Hamilton delivered his best Formula 1 result of the 2025 season, climbing from 12th on the grid to finish fourth. This performance improved on his prior top finish of fifth, set back in Bahrain the previous month. Throughout the season, Hamilton has also achieved success in sprint races, winning the Chinese Grand Prix sprint in March and securing third place in Miami earlier this month.
Reports indicated that rather than aligning with a specific Formula 1 team, Perplexity chose to form a high-profile partnership with Hamilton, banking on his star power in the sport. The sponsor’s branding was prominently displayed on the top of his crash helmet, marking a new chapter in Hamilton’s sponsorship portfolio as he continues to establish his presence with Ferrari.
Comparing Hamilton’s and Leclerc’s 2025 performance within Ferrari
As Hamilton continues to make strides in his first year driving for Ferrari, comparisons with his teammate Charles Leclerc have been drawn regarding qualifying and race results. Hamilton’s progress on the track has been noticeable, especially in Imola, where he appeared revitalized after securing a strong finish despite earlier struggles adapting to the SF-25 car’s qualifying pace.
After crossing the finish line in fourth place, Hamilton expressed optimism about Ferrari’s future success. Over the team radio, he shared with race engineer Riccardo Adami his gratitude and confidence:
“Let’s keep pushing. If we get that qualifying better and we can race like that, then we’ll be winning.”
—Lewis Hamilton, Ferrari driver
This renewed energy and positive outlook suggest that Hamilton and Ferrari are on the path toward improving their competitiveness throughout the remainder of the season.
Hamilton’s impact on Ferrari’s commercial success and fan engagement
Despite encountering challenges on the racetrack since moving from Mercedes to Ferrari, Hamilton has already generated significant commercial gains for the team. In March, Ferrari’s apparel partner Puma reported an eightfold increase in sales of Ferrari F1 merchandise, attributing this surge in part to Hamilton’s arrival at the team.</p>
Hamilton also noted the loyalty of his fan base during his debut race in Italy as a Ferrari driver. Speaking to DAZN Spain, he observed the visible support from the crowd, many donning red caps, symbolizing Ferrari’s iconic color. He reflected on the emotional experience of this transition for his followers:
“But I’m very proud. It’s been a mega day.”
—Lewis Hamilton, Ferrari driver
While some fans have found it difficult to shift their allegiance from Mercedes, where Hamilton previously raced, many have embraced his new chapter with Ferrari. This dynamic illustrates Hamilton’s influence beyond just his racing results, inspiring a broader community and strengthening Ferrari’s brand appeal.
Outlook for Hamilton and Ferrari’s future in the 2025 season
With Hamilton appearing more confident and his new sponsorship deal with Perplexity enhancing his profile, Ferrari anticipates further improvements in race performance. Should the team manage to boost the SF-25 car’s qualifying speed, Hamilton’s recent comments suggest they will be strong contenders for victories moving forward.
As the 2025 Formula 1 season unfolds, all eyes will be on Hamilton and Ferrari to see how this promising partnership both on and off the track develops, setting the stage for potentially more competitive showings and influential collaborations within the sport.
