The Lewis Hamilton effect at Ferrari: big marketing gains but no podiums yet. Lewis Hamilton’s move to Ferrari has already generated over €70 million in sponsorship.

“Hamilton joining Ferrari is nothing more than a marketing move.” On several occasions, senior figures within the Scuderia have rejected these claims.

Yet, after the first half of Lewis Hamilton’s debut season with Ferrari, the only truly positive impact of the seven-time Formula 1 world champion seems to have come in the financial sector.

It is no secret that the Briton’s performances have been far below expectations. Fourteen races into the 2025 campaign, Lewis Hamilton has scored zero podiums, one of the worst records in history for a driver wearing Ferrari red.

Even in the much-discussed area of “team growth in terms of mentality and leadership,” there have been no visible improvements. Communications – including those made directly by Lewis Hamilton himself – remain inconsistent and often confusing, both inside the team and in public statements to the press.

Achieving progress on track requires time and stability. But on the commercial side, the combination of the most successful driver in Formula 1 history with the most iconic team in the sport’s past and present could only be expected to deliver immediate results.

Hamilton and Ferrari, the economic numbers from the first half of 2025
According to data reported by La Gazzetta dello Sport, Lewis Hamilton has already generated an additional 70 million euros in revenue for Ferrari.

In the first half of 2025, Ferrari as a whole recorded a net profit of 837 million euros, representing a 9 percent increase compared to the same period the previous year.

Between January and June, which coincides with the opening half of the Formula 1 season, Ferrari’s revenues in the category of “sponsorships, commercial contracts and branding” rose sharply from 313 million euros to 396 million euros. This growth has been boosted by new partnerships as well as increased prize money from Formula One Management (FOM).

With the help of sports business consultancy StageUp, it has been estimated that Lewis Hamilton alone contributed around 50 million euros from new or expanded sponsorship deals. When compared with his annual salary of approximately 40 million euros, the numbers reveal an excellent return on investment for Ferrari.

In short, the “Lewis Hamilton effect” is already highly visible in the world of marketing and commercial growth. What remains to be seen – and what Ferrari’s Tifosi are now demanding – is whether the same kind of impact will soon be reflected on the racetrack.