Ferrari signed Lewis Hamilton ahead of the 2025 Formula 1 season with the aim of finally ending their long drought in the drivers’ championship. The Italian team had not seen a driver win the world title since Kimi Raikkonen lifted the crown in 2007, while during that period Lewis Hamilton collected seven championships with McLaren and Mercedes, cementing his status as one of the sport’s all-time greats.
Unfortunately, the first season of the Ferrari-Lewis Hamilton partnership did not unfold as expected. The seven-time world champion finished 267 points behind the 2025 champion Lando Norris, highlighting the challenges of adapting to a new team, car, and technical environment. Despite these difficulties on the track, one of the main advantages Ferrari had hoped to gain from signing Lewis Hamilton was his unparalleled marketability.
With over 42 million Instagram followers and a global fanbase that spans every continent, Lewis Hamilton remains one of the most recognisable athletes worldwide. His influence extends beyond the sport, exemplified by his status as an honorary Brazilian citizen, and Ferrari were able to leverage this reach to attract sponsorship deals and media attention. However, following a season in which results did not match expectations, questions have begun to emerge about whether Hamilton still represents the same marketing pull as before.
McLaren now considered more ‘marketable’ than Lewis Hamilton
Antoine Le Nel, Chief Marketing Officer of Revolut, a title sponsor of a rival Formula 1 team, recently suggested that McLaren may currently be more marketable than Lewis Hamilton due to their recent on-track success. Speaking on the Business of Sport Podcast, Le Nel explained that associating with a consistently winning team is more beneficial for brands than aligning with a driver experiencing a performance dip.
He indicated that the drama surrounding Ferrari’s 2025 season made sponsorships with the team less appealing, emphasizing that brands prefer controlled, low-risk environments where their image is not subject to unpredictability. According to Le Nel, McLaren’s victories and momentum make them a more attractive commercial partner at this stage, suggesting that brand alignment often follows performance trends more than legacy or name recognition alone.
Ferrari’s marketing misstep with blue HP livery in Miami
Ferrari’s status as the most iconic team in Formula 1 is undeniable, with their red cars instantly recognisable worldwide. Nevertheless, Le Nel pointed to Ferrari’s 2025 decision to feature HP’s blue sponsorship prominently on the cars at the Miami Grand Prix as a questionable marketing move. While Ferrari has previously experimented with livery changes, typically adding black or white accents to the signature red, this particular combination was seen as jarring and inconsistent with long-standing brand associations, such as Shell’s yellow logo or the historic Marlboro sponsorships on the rear wing.
While the combination of Ferrari and Lewis Hamilton remains highly attractive to potential sponsors, experts note that McLaren has been exceptionally successful in marketing, both on and off the track. Under the leadership of Zak Brown, McLaren has maximized exposure and commercial revenue, turning their papaya-coloured cars into a globally recognisable brand. Although the colour papaya is now often linked to internal rules and regulations applied to Lando Norris and Oscar Piastri, the team’s consistent performance and strategic marketing give them a current edge in commercial appeal.
Looking ahead to 2026
Much could change with the 2026 Formula 1 regulation overhaul. A reshuffle of the grid order could restore Lewis Hamilton and Ferrari’s competitive edge, potentially reigniting his marketability on a global scale. Ferrari and Lewis Hamilton will be hoping for a stronger performance, as another season of underachievement could continue to fuel questions about Hamilton’s future in Formula 1 and whether the commercial advantages of his brand are fully aligned with on-track results.
Ultimately, the intersection of performance, marketability, and sponsorship is becoming increasingly complex in modern Formula 1. While Lewis Hamilton remains an icon, McLaren’s recent success demonstrates that even legendary status may be outweighed by consistent results and strategic team marketing when it comes to global brand appeal.
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