Hamilton questions F1’s luxury deals: "Impact or profit?"

Lewis Hamilton urges F1 to focus on the broader impact of lucrative sponsorship deals, emphasizing the potential for positive social change.

Lewis Hamilton believes that the partnership between Formula 1 and luxury brands represents a significant opportunity. The Mercedes F1 driver points out that LVMH, the latest major partner to join the premier category, not only enhances the sport’s image but also possesses the financial strength to support worthwhile causes, as this agreement is set to bring billions into F1’s coffers.

“All I hope for is that there is an element of impact in this agreement,” he stated. “These are indeed two major organisations generating enormous sums within a year. The question isn’t how much more money we can make.”

“The question is what kind of impact we can create through this partnership. I’d bet with anyone that this isn’t the case. I might be pleasantly surprised, but I genuinely hope this becomes part of the conversations.”

Hamilton, therefore, wants to discuss this with Stefano Domenicali, the CEO of Formula 1: “These are the discussions I have with Stefano. He is aware of what we are doing as a sport and how we can make a positive impact. So, perhaps he has already included that—I hope so.”

Nevertheless, the Mercedes F1 driver welcomes the arrival of fashion and apparel brands in the paddock: “LMVH is a massive brand. It’s incredible what they have achieved, and they are immensely powerful. I’m very fortunate to work with one of these brands.”

“They have highly prestigious brands, but I think it’s cool. I remember when I used to come to training, people didn’t want me to dress as I liked. Now, everyone is into fashion, and LMVH partnering with the sport is fantastic.”

“I’ve always felt that F1 wasn’t particularly fashionable. It was just racing, without much style. I think it’s amazing that fashion now acknowledges this sport.”