In a major commercial move that further solidifies Lewis Hamilton’s legacy both on and off the track, the seven-time world champion is reportedly poised to sponsor Ferrari through his non-alcoholic tequila brand, Almave, beginning in the 2025 Formula 1 season.
Hamilton’s widely anticipated switch to Ferrari for 2025 already made waves in the F1 world, and now, the news of his brand aligning with the legendary Italian team adds another layer of intrigue. This deal represents a unique fusion of two of Formula 1’s most iconic brands—Hamilton, one of the sport’s most successful drivers, and Ferrari, its most storied team.
According to Joe Saward’s Green Notebook, a well-regarded source of insider F1 information, there are paddock whispers that Almave could be featured as a sponsor on Ferrari’s cars next season. This development comes after Hamilton’s Almave brand was recently acquired by French beverage giant Pernod Ricard, a move designed to scale up the brand’s global reach and visibility.
The Brand Power Behind Hamilton and Ferrari
Hamilton’s move to Ferrari was already viewed as a masterstroke, not only from a competitive standpoint but also in terms of commercial and branding synergies. As the most recognized driver in the sport, Hamilton’s brand appeal has skyrocketed over the years. His growing portfolio of investments and business ventures—spanning fashion, technology, and now non-alcoholic spirits—align perfectly with Ferrari’s high-end, luxury brand image.
With Formula 1 experiencing rapid global growth, Hamilton’s Almave brand fits perfectly into the marketing opportunities the sport provides. Partnering with Ferrari, the most recognizable team in F1, is a logical next step in Hamilton’s business evolution.
The Almave-Pernod Ricard Partnership
In August, Hamilton partnered with Pernod Ricard to expand Almave, his non-alcoholic tequila brand, created in collaboration with Mexican distillery Casa Lumbre. The aim of this partnership is to take Almave to global markets, leveraging the French company’s expertise in scaling premium beverages.
Reflecting on the deal, Hamilton said, “When I decided to embark on this project, it was important to me to find partners who could help me realise my vision without compromise. Casa Lumbre has been best-in-class in the first part of this journey, and it’s exciting that Pernod Ricard has become an official stakeholder in Almave.”
Ferrari’s Commercial Push
Ferrari has been making strategic moves to bolster its brand portfolio, having already secured notable partnerships in 2024. These include a high-profile deal with Peroni and a title partnership with HP, which has been hailed as one of the most significant commercial agreements in the sport.
With Almave potentially joining Ferrari’s sponsorship roster in 2025, the team could see further commercial gains, adding to the allure of Hamilton’s arrival.
A New Era for Ferrari and Hamilton
The prospect of Almave becoming a Ferrari sponsor not only deepens Hamilton’s involvement with the team but also reflects his ability to extend his influence beyond the cockpit. If the deal is finalized, Hamilton’s brand will be front and center on Ferrari’s famed red machines as they continue their quest for racing glory, setting the stage for a dynamic partnership between one of the sport’s most successful drivers and its most legendary team.
For fans and sponsors alike, the 2025 Formula 1 season is shaping up to be one of the most exciting in recent memory, with Hamilton’s dual role as both a driver and sponsor adding a unique twist to his highly anticipated stint at Ferrari.
