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Ferrari’s Signing of Lewis Hamilton: A Commercial and Sporting Masterstroke

Miguel Cunha by Miguel Cunha
February 6, 2025
in Motorsports
Reading Time: 3 mins read
0
Ferrari’s Signing of Lewis Hamilton: A Commercial and Sporting Masterstroke
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Ferrari’s decision to sign 40-year-old Lewis Hamilton wasn’t just about branding—it was a move aimed at sporting success, which ultimately drives financial growth. Wilson elaborated on the commercial reasoning behind the deal, emphasizing that while brand alignment plays a role, winning on track is the primary driver of financial benefits.

🗣️ “Part of the reason Ferrari signed Lewis Hamilton was due to the brand alignment, however, sporting performance will always yield better benefits than just profile.”

The Power of Two Iconic Brands

Wilson explained the synergy between Ferrari and Hamilton, stating that their association could amplify their global reach:

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🗣️ “So what you have with Hamilton and Ferrari are two iconic brands. There will always be a benefit to putting those two brands together. You amplify that brand association even further if the sporting performance is better.”

If Hamilton starts the 2025 season strongly, winning two or more races in the first 10 rounds, Wilson believes it could create an explosive marketing opportunity for Ferrari:

🗣️ “If he’s competitive and wins a couple of races early on, it’s an explosive marketing opportunity, and everybody in Formula 1 benefits from that.”

Potential Revenue Growth for Ferrari

Wilson further suggested that a championship-winning season for Hamilton at Ferrari would result in triple-digit growth for certain revenue streams:

🗣️ “It would amplify the brand as well as Ferrari and Lewis Hamilton. It’s certainly double digits—you’re in the tens of millions. If he delivers a championship-winning performance, Ferrari could see triple-digit growth on some revenue lines.”

Hamilton’s Impact on Ferrari’s Stock Performance

Hamilton and Max Verstappen are the highest-paid drivers in Formula 1, with their combined salaries surpassing those of the remaining 18 drivers on the 2025 grid. But Hamilton’s commercial impact extends far beyond the track.

When Ferrari announced Hamilton’s signing in February 2024, the company’s share price surged by over 10%, reaching a record high of $384 on the New York Stock Exchange. This increase elevated Ferrari’s market capitalization by approximately $7 billion, from $62.4 billion to $69.12 billion.

As of February 5, 2025, Ferrari’s stock is trading at $463.93, marking a significant appreciation since the announcement. The stock also hit an all-time high closing price of $496.79 on August 30, 2024.

Hamilton-Ferrari: A Winning Formula for Business and Racing

The upward stock trajectory reflects the positive market sentiment surrounding Hamilton’s move and Ferrari’s financial strength. If Hamilton delivers on track, the commercial gains for Ferrari could be unprecedented, proving that this signing is one of the most significant in Formula 1 history.

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