Ferrari F1 merchandise sales skyrocket 400% following Lewis Hamilton’s transfer. Ferrari has seen a staggering 400% surge in merchandise sales following Lewis Hamilton's move to the team.

Ferrari Merchandise Sales Surge 400% Following Hamilton’s Move

Ferrari has witnessed an extraordinary surge in merchandise sales, with figures soaring nearly 400% following Lewis Hamilton’s high-profile switch to the team for the 2025 Formula 1 season.

According to data shared with City AM, the seven-time world champion’s immense global appeal continues to drive unprecedented demand among F1 fans. The spike in sales came in the days after Ferrari’s 2025 season launch earlier this month, with purchases across the Fanatics retail network—including the official Formula 1 Store—far surpassing those recorded during the team’s 2024 launch.

Click here to explore Ferrari’s new F1 merchandise for 2025 season

Fans eager to sport the iconic Ferrari red can find merchandise ranging from £35 for a cap to £162 for a premium softshell jacket on the F1 Store.

Lewis Hamilton made his first public appearance in Ferrari colors at Formula 1’s 75th anniversary show at the O2 Arena, following his initial introduction via a viral Instagram post outside Enzo Ferrari’s house. The post quickly became the most engaged Formula 1 post in Instagram history, surpassing even Charles Leclerc’s Monza podium celebration.

Lewis Hamilton’s arrival is already proving to be a commercial game-changer for Ferrari, reinforcing his status as one of the most influential figures in motorsport.

James Campbell, co-founder of the marketing agency 50 Sport, remarked on the remarkable impact of Lewis Hamilton’s arrival and the significant growth in social media engagement, noting it was unlike anything seen in Formula 1 for a long time. He pointed out that, in modern sports, announcements or arrivals often feel rushed or controlled by scripted statements. He emphasized that, in Hamilton’s case, the storytelling was exceptional, with both the message and visual style being perfectly aligned and consistent from the very beginning.

The Instagram post featuring Lewis Hamilton, dressed in a double-breasted suit and trench coat while standing next to a historic Ferrari, has garnered an impressive 5.7 million likes. With a total of 39.1 million followers, Hamilton’s social media influence far surpasses that of the Ferrari Formula 1 account, which has less than half of his following. This stark difference highlights Hamilton’s massive online presence and the substantial commercial impact he brings to the Scuderia Ferrari brand.

James Campbell noted that the impact was evident in the online metrics, highlighting that by the end of January, it had become the most talked-about sporting moment globally, with engagement, video views, and followers increasing threefold compared to the same time the previous year. He pointed out that the first post featuring Lewis Hamilton at Ferrari’s headquarters became the most engaged post in Formula 1 history on Instagram. Some fans even speculated that the image’s design, with seven windows and a door, symbolized the possibility of an eighth championship title. Regardless of whether this was intentional or coincidental, Campbell emphasized that the art direction played a significant role in the post’s enormous impact.