Ferrari driver Fernando Alonso is F1's most marketable driver ahead of the start of the '14 season, according to Repucom's Celebrity DBI report. Public perception of Alonso ranks him higher than any other F1 driver. Great Britain's Lewis Hamilton is the second most marketable while Brazilian Felipe Massa, four-time world champion Sebastian Vettel and Ferrari's Kimi Raikkönen make up the top five. Alonso is known by 71.14% of people and in his native Spain, 98.35% of the population know of the former F1 champion. In the U.S., only 12.76% of the population are aware of the driver. Hamilton's new deal with Bombardier in Canada shows too just how far the sport is now reaching. The Mercedes driver is known by 63.65% of people globally, almost 10 percentage points more than current world champion Vettel (54.3%) (Repucom).
Global Rankings By DBI Score
|
Rank
|
Driver
|
Team
|
DBI Score
|
Awareness
|
1
|
Fernando Alonso
|
Scuderia Ferrari
|
70.57
|
71.14%
|
2
|
Lewis Hamilton
|
Mercedes AMG Petronas F1 Team
|
64.91
|
63.65%
|
3
|
Felipe Massa
|
Williams Martini Racing
|
60.98
|
58.14%
|
4
|
Sebastian Vettel
|
Infiniti Red Bull Racing
|
60.64
|
54.30%
|
5
|
Kimi Raikkönen
|
Scuderia Ferrari
|
59.98
|
56.40%
|
Domestic Rankings By DBI Score
|
Rank
|
Driver
|
Team
|
DBI Score
|
Awareness
|
1
|
Fernando Alonso
|
Scuderia Ferrari
|
89.61
|
98.35%
|
2
|
Felipe Massa
|
William Martini Racing
|
88.84
|
99.20%
|
3
|
Sebastian Vettel
|
Infiniti Red Bull Racing
|
87.97
|
97.58%
|
4
|
Jenson Button
|
McLaren Mercedes
|
82.87
|
88.58%
|
5
|
Lewis Hamilton
|
Mercedes AMG Petronas F1 Team
|
81.69
|
90.74%
|
Source: Repucom's Celebrity DBI
