JUST IN: Italian Media Defend Lewis Hamilton as Ferrari’s Commercial Gamble Pays Off… Read more
Italian Media Defend Lewis Hamilton as Ferrari’s Commercial Gamble Pays Off
Lewis Hamilton’s first season with Ferrari may not be glittering with on-track success, but the Italian media insist that the seven-time world champion has already justified his move to Maranello through immense commercial gains. While questions linger over his performances, Hamilton’s off-track impact is proving invaluable for Ferrari’s long-term strategy.
The statistics from 2025 tell a tale of struggle for Hamilton on the circuit. His debut year in red has so far produced just one sprint race victory in China and a best Grand Prix finish of fourth place. By comparison, his team-mate Charles Leclerc has fared significantly better, with five podium finishes and a pole position to his name, extracting the maximum possible from what has been a tricky and unpredictable SF-25 car. For critics, this disparity has fuelled calls for Hamilton to consider retirement, with whispers suggesting that his peak years are firmly behind him.
However, Italy’s most respected sporting press, La Gazzetta dello Sport, has rallied to Hamilton’s defence, presenting evidence that Ferrari’s gamble has already paid off in a different arena—finance. According to the publication, Ferrari recorded a staggering net profit of €837 million in the first half of 2025, representing a nine per cent increase compared to the same period last year. The report notes that Hamilton’s arrival has been central to this surge, boosting both sponsorship deals and global visibility for the Ferrari brand.
Specifically, Hamilton is believed to have generated an additional €50 million per year in sponsorship revenues. Following his signing in 2024, Ferrari secured a major deal with HP, reportedly worth between €80-90 million. In total, Gazzetta estimates Hamilton’s commercial value to Ferrari at around €70 million annually, far exceeding his €40 million driver salary. In pure business terms, Hamilton is already a positive return on investment.
Giovanni Palazzi, president of StageUp, offered further analysis to Gazzetta, describing Hamilton as far more than just a Formula 1 driver. “The rise in merchandising sales and sponsorship revenues can be directly tied to Hamilton’s appeal,” Palazzi explained. “He is a sporting icon whose influence stretches well beyond racing. Hamilton’s image connects with audiences across sport, fashion, and pop culture, reaching demographics that traditional Formula 1 drivers do not. When you combine that global charisma with the timeless prestige of Ferrari, the result is a marketing powerhouse.”
Indeed, Hamilton’s crossover into lifestyle and fashion, coupled with Ferrari’s iconic brand heritage, has created an irresistible combination for fans and sponsors alike. The impact was felt immediately after the announcement of his transfer from Mercedes in 2024, with record merchandise sales and high-profile partnerships secured even before his first race in scarlet.
Nevertheless, even Hamilton’s vast commercial appeal has its limits. Palazzi warned that prolonged underperformance on track could eventually dampen the enthusiasm surrounding his signing. “Naturally, there is a weakness,” he cautioned. “If negative results continue, the legend itself may begin to suffer. Enthusiasm from fans and commercial partners could decline, which would inevitably affect returns.”
For now, though, Ferrari appear satisfied that Hamilton has already delivered more than expected—if not in terms of podiums, then in financial clout and brand exposure. While Leclerc leads the charge on the track, Hamilton is proving just as vital off it, reinforcing Ferrari’s status as both a racing giant and a commercial juggernaut.
At 40, Hamilton may not be rewriting record books with Ferrari yet, but in the eyes of the Italian media, he has proven that his signature was a masterstroke, strengthening Ferrari’s global standing and providing the team with financial security to continue their fight for future success.
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