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?
- F1 phenomenon Hamilton eyes Â£10m in brand ties (external)
- F1 viewing figures looking good (external)