Some See Lewis Hamilton As Next Great Int'l Endorser
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Hamilton Looking To Rev
Up Endorsement Deals |
F1 driver Lewis Hamilton “has been catapulted into an earnings stratosphere inhabited only by men such as Tiger Woods, David Beckham and Michael Schumacher,” according to Kevin Eason of the LONDON TIMES. brandRapport Dir Nigel Currie said, “He has everything advertisers and sponsors love, in that he is handsome, articulate and, of course, the first black [F1] driver. But his timing is also perfect. He has arrived at the very moment that Formula One had a gap after the retirement of Schumacher. On the wider scale, the value of Beckham is diminishing in Britain and everyone is longing for a new hero. Hamilton is that hero.” Hamilton’s base wage for the ’07 season is thought to be about US$696,500, while F1 rivals Fernando Alonso and Kimi Raikkonen earn $30.7M and $41M, respectively. But “thanks to a £7,000 [US$14,343] bonus for every point he has scored this season, he has crashed through the £1 million barrier.” In offseason negotiations with the McLaren F1 team, Hamilton and his father and manager, Anthony Hamilton, will likely “moderate their cash demands” in exchange for McLaren Principal Ron Dennis for the first time allowing a McLaren driver to "control his own image rights." Dennis has "never allowed his drivers to do personal deals in case they interfered with McLaren’s corporate image.” Eason notes Schumacher is the only F1 driver who has "succeeded in linking personal sponsors with his team," Ferrari allowed him to sign a deal with a German bank to put its logo on his team cap (LONDON TIMES, 10/22).
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