Hamilton “worth ???10m” – and good for TV!

Posted on | Author Keith Collantine

Lewis Hamilton, Bahrain, McLaren-Mercedes, 2007Lewis Hamilton could earn up to ???10m in brand endorsements in only his first year of Formula 1.

And his swashbuckling start has given British F1 TV audiences a much-needed boost. ITV has also seen a boost in its F1 TV audiences. Hamilton’s vigorous defence against Felipe Massa and Kimi Raikkonen in the Malaysian Grand Prix was seen by 27% more viewers than watched the same race last year.

The sport’s share of the audience during the Bahrain Grand Prix was 8% up on last year.

Although McLaren does not allow its drivers to carry personal sponsors Hamilton’s massive potential may well see them make a few exceptions.

The new British star of F1 is a top target for sports drink, watch, male grooming and fashion brands according to Marketing magazine.

Is this the beginning of a ‘Lewis Hamilton effect’ – and a new Renaissance for the sport in Britain?

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