Despite a disappointing first season at Ferrari marked by just one sprint race win in China and no podium finishes, Lewis Hamilton continues to generate substantial commercial value for the team. The seven-time world champion’s Ferrari tenure in 2025 has nevertheless triggered a remarkable €70 million boost in revenue, highlighting the power of his global appeal beyond his on-track results.
Performance Issues and Speculation Surround Hamilton’s Future at Ferrari
At 40 years old, Hamilton has faced difficulties adapting to Ferrari’s car, with a notably poor Hungarian Grand Prix weekend prompting speculation about his potential retirement or contract clauses allowing an early exit. Former Formula 1 chief Bernie Ecclestone voiced doubts about the decision to recruit Hamilton, saying,
“I’m not sure that taking Lewis was the right decision.”
However, he also suggested that Hamilton’s resurgence could benefit both the driver and the Ferrari team:
“Lewis is obviously talented, but a little bit political, which is typical for Ferrari and typical for him. But he could come to life again which would be good for him and good for Ferrari.”
Commercial Impact Behind Ferrari’s Growing Revenues in 2025
Financially, Hamilton’s signing has proved to be a considerable bargain. La Gazzetta dello Sport highlighted that Ferrari’s group net profit for the first half of 2025 rose by 9 percent to €837 million, driven by a surge in Formula 1-related income from €313 million to €396 million. This increase stems from a combination of factors including new sponsorship deals, an additional €30 to €40 million from Liberty Media bonuses due to improved championship results, and an estimated €50 million rise in sponsorship revenues attributed to Hamilton’s international profile.
Giovanni Palazzi, president of Italian sponsorship valuation firm StageUp, explained the broader significance of Hamilton’s influence:
“The increase in merchandising and the increase in sponsorship revenue can be explained by Hamilton’s appeal, as he’s not just a driver but a living sporting legend. His image transcends Formula 1 and speaks to a global audience, bridging sport, fashion, and pop culture. This global charisma, combined with the legend of the Prancing Horse, created an irresistible combination for fans and brands.”
Hamilton’s Commercial Value Exceeds His Salary by a Wide Margin
La Gazzetta estimates that Hamilton’s overall commercial contribution to Ferrari this year amounts to around €70 million, substantially surpassing his reported €40 million salary. This financial windfall underscores how his presence continues to enhance Ferrari’s marketability and revenue streams despite his on-track challenges.