Could Hamilton's F1 Championship Propel Him Past Beckham?
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Artist Ian Cook Poses With His Reebok-
Commissioned Image Of Hamilton In London |
Lewis Hamilton yesterday became the youngest F1 champion ever, and industry experts "believe his career earnings could top $1[B]," according to Stephen Adams of the London TELEGRAPH. U.K.-based publicist Max Clifford even said that Hamilton "will very soon be bigger" than MLS Galaxy MF David Beckham. Clifford said Hamilton is "going to be bigger than David Beckham, because he is only 23 and motor racing is even more lucrative than football." Clifford: "Hamilton is young, he is obviously talented and he is a good looking fellow, so you have a perfect recipe for sponsorship." Adams noted Hamilton earned slightly over US$400,000 per race last year, his rookie season in F1, but McLaren is believed to have "already amended its contract to reflect Hamilton's position as their number one driver." Also, McLaren is thought to "have allowed Hamilton to sign personal sponsorship deals which will catapult him into the super league of sport's top earners" (London TELEGRAPH, 11/3). U.K.-based sponsorship consulting firm Synergy Dir of Communications Dominic Curran said Hamilton is a "marketing man's dream. A complete package: charm, charisma, youth and, most importantly, success." U.K.-based Sports Impact Chair John Taylor: "Lewis appeals to both sexes, just like Beckham. Also he appeals to all races, partly because of his background -- like Tiger Woods -- and partly because he is articulate and good-looking." In London, Yeoman & Gorman note Hamilton is "in the process of setting up a charitable foundation, the prospective beneficiaries of which remain unknown, although this year he did express an interest in Africa" (LONDON TIMES, 11/3). BUSINESSWEEK's Mark Scott reported that Hamilton's "appeal looks set to leap beyond motor sports into wider popular culture" after winning the championship (BUSINESSWEEK.com, 10/31). Johnnie Walker today runs a half-page ad in the Financial Times congratulating Hamilton on his championship (THE DAILY).
NOTES: In Manchester, Leigh Holmwood reports ITV1 averaged 8.8 million viewers, a 42% share, for its 4:00-7:15pm coverage yesterday of the Grand Prix of Brazil. The net's coverage "peaked at a hefty 12.5 million viewers" (Manchester GUARDIAN, 11/3)....Also in Manchester, Tremlett & Taylor report a Web site that is "at the centre of controversy over racist abuse" of Hamilton was "closed down [Friday] night after hundreds of abusive messages were posted" by visitors. The site "belongs to the Spanish branch" of N.Y.-based agency TBWA (Manchester GUARDIAN, 11/1).
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