Ferrari reaping €70m boost from Lewis Hamilton despite on-track woes

Lewis Hamilton’s underwhelming first campaign in Ferrari colours is still delivering a major payoff in the form of a €70m commercial windfall.

The seven-time world champion, now 40, has so far managed only a sprint race victory in China this year and no grand prix podiums, with his self-described “useless” Hungarian GP weekend fuelling fresh talk of retirement or contract escape clauses.

“I’m not sure that taking Lewis was the right decision,” former Formula 1 supremo Bernie Ecclestone told F1 Destinations.

“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.”

On the commercial side, La Gazzetta dello Sport calls the Hamilton deal “a steal”. The newspaper reports that Ferrari’s group net profit for the first half of 2025 climbed 9 percent to €837mm, with Formula 1 revenues rising from €313m to €396m.

That jump was fuelled by new sponsorships, a €30 to €40m lift in Liberty Media bonuses from last year’s improved championship finish, and an estimated €50m annual increase in sponsorship income credited to Hamilton’s global profile.

Giovanni Palazzi, president of Italian sponsorship valuation firm StageUp, said: “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.”

La Gazzetta estimates Hamilton’s overall commercial impact at €70m this year,  comfortably exceeding his reported €40m salary.