Mercedes Set to Lose $1 Billion Worth Sponsor Because of Lewis Hamilton’s Move

Lewis Hamilton will, undoubtedly, bring a wealth of experience to Ferrari. Well, the Brit would add to the team’s wealth too. Hamilton’s marketability enabled Mercedes to sign deals with many big and lucrative sponsors. The same brand worth and recognition will now serve Ferrari, and, many deals are in the making, say reports coming from Italy.

Tommy Hilfiger, a long-time partner of Hamilton, joined Mercedes in 2018. The American fashion label will end its association with the Brackley-based team this year. Hilfiger, a $1 billion brand, will follow Hamilton to Ferrari, reported Autoracer. 

“The recruitment of Lewis Hamilton is also a major marketing move for Ferrari, which will make the seven-time world champion one of its image men,” read the report.

It may soon become an exodus of brands going by how things are shaping up. There have been reports that Monster Energy will also move to Ferrari. The energy drinks company had been with Mercedes much before Hamilton — from 2010, when the Silver Arrows entered F1.

| Monster and Tommy expected to join Lewis Hamilton at Scuderia Ferrari alongside ALMAVE ??!?!

“The recruitment of Lewis Hamilton is also a major marketing move for Ferrari, which will make the seven-time world champion one of its image men. The Briton will be joined by some… pic.twitter.com/Tetu85Cpnk

— sim (@sim3744) November 19, 2024

The brands moving camps, in addition to the financial gains already made from rising stocks since Hamilton’s arrival was announced, have made the Brit a prized asset at Ferrari.

The gains, of course, would be mutual. Ferrari is F1’s biggest name and one of the legacy teams in the mix. And Hamilton’s brand, Almave, will surely get a boost through the partnership.

Almave is a non-alcoholic tequila that Hamilton launched in 2023. Hamilton plans to expand the brand in the coming years, and he could leverage Ferrari as a platform for that.

Hamilton will compete in three more races for Mercedes before officially becoming a Ferrari driver at the turn of the year.

The most successful and commercially appealing driver of all time joining F1’s most decorated stable — this partnership has the potential to create history both on and off the track. And, it has started already.