Lewis Hamilton’s third Formula 1 world title has cemented his status as one of the most marketable stars in the world, though experts are in disagreement over whether his marketing clout matches those of European football stars Cristiano Ronaldo and Lionel Messi. Hamilton’s’ third world title marks the first time a British driver has successfully defended his world title and draws him alongside Jackie Stewart as a three-time champion. The 30-year-old is widely regarded as one of the most marketable -- and highly-paid -- sport starts in the world. According to Forbes, his earnings reached $39M between June '14 and '15, a figure which will increase in light of the new contract he has signed with Mercedes, reported to be worth up to $42M a year.
TEAM PLAYER: Hamilton has driven for Mercedes since '13, prior to which he spent six years at McLaren. One of the reasons Hamilton left McLaren was reportedly due to the commercial activities he was required to undertake for McLaren’s commercial partners. But even at Mercedes, Hamilton’s endorsement deals are limited due to commercial activities he has to undertake for its team sponsors, which include Blackberry and Allianz. Hamilton does, though, have personal endorsement deals with Swiss luxury watch brand IWC and Canadian aerospace company Bombardier, which has provided him with a £20M ($30.9M) private jet. But Hamilton’s earnings are currently dwarfed by other European-based stars such as Ronaldo, reported to earn $79.6M between '14 and '15, and Messi, $73.8M.
THE 'TOP TIER': Brandrapport Managing Dir Andy Kenny believes the two footballers are more marketable than Hamilton. He said, “Given the popularity of football versus F1 you would still say the likes of Ronaldo and Messi are more marketable, but with the global reach and appeal of F1 then Hamilton is very much in the top tier. One of the reasons Hamilton left McLaren was reportedly because of the onerous commercial activities he had to do for their partners, so my sense is that he would like to be more in control of what he chooses to do commercially and, with that, will probably look to keep it fairly selective.” Andy Sutherden, global head of sports marketing & sponsorship at H+K Strategies, however argues that Hamilton’s marketing potential is similar to many of the top footballers, pointing out that one could imagine him promoting products not directly related to motor sport, such as tech gadgets.
John Reynolds is a writer in London.
