40 F1 RACING DECEMBER 2019
“His social media audience is lar ger tha n
any other driver in F1. On Instagramalone,Lewis has morefollowers than
the next10 drivers combined”collection in September 2018, featuring a
whirlwind tour thattook in Milan, London,
Shanghai and New York, in between the Italian
and Singapore Grands Prix – both of which
Hamilton won, incidentally.
+ilfiger is twice +amilton¶s age, but they
clearly click. Three TommyXLewis collections
have been launched to date, the spring 2019
collection in March being followedby the most
recent in September. Hamilton is centralto
the design philosophy and, for a company that
generated $9.7 billion in revenues in 2018, this
is also key business strategy.
The Tommy +ilfiger relationship e[tends
beyond +amilton¶s role as aglobal brand
ambassador; the company also supporting the
Mercedes F1 team. It is Hamilton who is the
pivotal element in that relationship. This speaks
volumes for thebalan ce of power when it comes
to the driver and team negotiating future deals,
for you have the best driver and a commercial
powerhouse rolled into one.
Brandambassadorships are baseline business
Ior celebritysports stars, and +amilton¶s socialmedia feedsdemonstrate his strength. Asidefrom
Tommy+ilfiger,brandsincluding3uma,0onster
Energy, Police, Bose,IWC and Vodafone are
recent beneficiaries oI +amilton¶s social media
presence. With 13.2m followerson Instagram,
5.6m on Twitter and 4.1m on Facebook,his
social mediaaudi ence is larger than any other
drive r in F1. On Instagramalone, Lewishas more
followersthan t he next10dr ivers in the world
championship combined. A rec ent ana lysis of
celebritymedia showed a single socialmedia post
by Hamilton isworth around £40,000.
The direct reach is one thing, but +amilton¶s
social media network goes far beyond the mere
numbers count on his own feeds. In the pasttwo
years he has interacted with footballers Cristiano
Ronaldo, Neymar Jr and Gerard Pique, while
befriending actorssuch as Will Smith, Zendaya
Coleman, Tom Holland and Millie Bobby
%rown, which Iurther underscores +amilton¶s
Hollywood appeal. Hamilton has already made
cameo appearances in 3i[ar¶sCarsfranchise,
andZoolander 2, and he holds wrestler-
turned-actor Dwayne Johnson in high esteemHamilton’soutside
interestshavemade
himsomuchmorethan
‘just’anF1driver40 F1 RACING DECEMBER 2019
“His social media audience is lar ger tha n
any other driver in F1.On Instagram
alone,Lewis has morefollowers than
the next 10 drivers combined”collection in September 2018, featuring a
whirlwind tour thattook in Milan, London,
Shanghai and New York, in between the Italian
and Singapore Grands Prix – both of which
Hamilton won, incidentally.
Hilfiger is twice Hamilton’s age, but they
clearly click. Three TommyXLewis collections
have been launched to date, the spring 2019
collection in March being followedby the most
recent in September. Hamilton is centralto
the design philosophy and, for a company that
generated $9.7 billion in revenues in 2018, this
is also key business strategy.
The Tommy Hilfiger relationship extends
beyond Hamilton’s role as aglobal brand
ambassador; the company also supporting the
Mercedes F1 team. It is Hamilton who is the
pivotal element in that relationship. This speaks
volumes for thebalan ce of power when it comes
to the driver and team negotiating future deals,
for you have the best driver and a commercial
powerhouse rolled into one.
Brandambassadorships are baseline business
for celebritysports stars, and Hamilton’s socialmedia feedsdemonstrate his strength. Asidefrom
TommyHilfiger,brandsincludingPuma,Monster
Energy, Police, Bose,IWC and Vodafone are
recent beneficiaries of Hamilton’s social media
presence. With 13.2m followerson Instagram,
5.6m on Twitter and 4.1m on Facebook,his
social mediaaudi ence is larger than any other
drive r in F1. On Instagramalone, Lewishas more
followersthan t he next10dr ivers in the world
championship combined. A rec ent ana lysis of
celebritymedia showed a single socialmedia post
by Hamilton isworth around £40,000.
The direct reach is one thing, but Hamilton’s
social media network goes far beyond the mere
numbers count on his own feeds. In the pasttwo
years he has interacted with footballers Cristiano
Ronaldo, Neymar Jr and Gerard Pique, while
befriending actorssuch as Will Smith, Zendaya
Coleman, Tom Holland and Millie Bobby
Brown, which further underscores Hamilton’s
Hollywood appeal. Hamilton has already made
cameo appearances in Pixar’sCarsfranchise,
andZoolander 2, and he holds wrestler-
turned-actor Dwayne Johnson in high esteemHamilton’soutside
interestshavemade
himsomuchmorethan
‘just’anF1driver