In the world of Formula One racing, every driver brings a unique blend of skills, experience, and marketability to their respective teams. Yet, according to 1997 World Champion Jacques Villeneuve, Lewis Hamilton is more than just a driver – he’s a global brand that provides unparalleled value.
Hamilton’s illustrious career has seen him scale the heights of F1 racing, establishing himself as the sport’s most successful driver. His prowess on the track is paralleled by his endeavors off it, with the Briton forging a formidable business empire spanning film, music, fashion, and food sectors. This multi-dimensional persona, Villeneuve posits, sets Hamilton apart from his competitors, including reigning four-time World Champion, Max Verstappen.
Verstappen, too, has left an indelible mark on F1. The Dutchman’s meteoric rise culminated in 2021, when he dethroned Hamilton to secure his maiden championship. Since then, Verstappen has been on a winning streak, claiming four consecutive titles and setting his sights on a fifth in the upcoming 2025 season.
While Verstappen is no stranger to success, his approach contrasts with Hamilton’s. The Dutch racer is deeply ingrained in the racing milieu, both real and virtual, even helming his own racing squad, Verstappen.com Racing. Yet, despite his unquestionable abilities, Villeneuve contends that Hamilton’s broad-based appeal and brand value trumps Verstappen’s.
Monetary metrics seem to support this claim. Forbes’ recent listing of the highest-earning F1 drivers saw Verstappen topping the charts with an impressive $75 million haul ($60 million base salary and $15 million in bonuses). Hamilton, on the other hand, reportedly netted $57 million ($55 million salary, $2 million bonuses). But as Villeneuve argues, Hamilton’s worth extends beyond his earnings.
According to Villeneuve, Hamilton’s international recognition transcends the racing domain. He is known in circles detached from racing, thereby widening his influence and enhancing his brand value. In contrast, Verstappen, a ‘pure racer’ as Villeneuve describes him, brings victories and consequent financial gain to his team. While both drivers are ‘worth the money that they’re paid’, Hamilton’s global impact, his records, and his holistic brand image are what set him apart.
In a significant twist, Hamilton has made a high-profile switch from Mercedes to Ferrari for the 2025 F1 season. Meanwhile, Verstappen continues his pursuit of further glory with Red Bull. As the 2025 season kicks off with the Australian Grand Prix, Hamilton will chase a record eighth World Championship, and Verstappen will defend his title. Regardless of the outcome, one thing is certain – both drivers will continue to add immense value to their teams and the sport at large.