How Lewis Hamilton's first Ferrari photo earns team hearly half a million dollars
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Lewis Hamilton has taken social media by storm following the release of his first images as a Ferrari driver earlier this week. The British star has already started to deliver a remarkable return on Ferrari’s investment, while also claiming the record for the most-liked Formula 1 photo ever posted on Instagram.
The Maranello team is reaping near-instant benefits from Lewis Hamilton's arrival, as a single photo shared on Tuesday has provided substantial value to the team's portfolio of sponsors.
The 40-year-old joined the Maranello team on Monday, and the occasion was marked with a series of viral photographs and videos that dominated social media throughout the week. Among them was the highly-anticipated first image of the seven-time F1 champion in Ferrari's iconic red race suit and thermal gear.
Originally posted by the British driver himself on Tuesday evening, an analysis of the photo's reach on social media platform X (formerly Twitter) highlights just how profitable his signing will be for Ferrari.
By the time of writing, engagements with the post had surpassed 12 million, with Sponsorlytix estimating that the initial 8 million interactions alone generated significant financial value for Ferrari's sponsors. The breakdown of the monetary impact for each featured sponsor is shown in the image below.
Hamilton’s Influence Extends Far Beyond Racing Success
The combined sponsorship value of the logos visible in Hamilton's viral post amounts to an impressive $412,000. Sponsorlytix emphasized that strategic logo placement played a key role in reaching this remarkable figure, stating, "Each logo placement on Lewis's attire generates extraordinary value, underscoring the powerful connection between an athlete's social media reach and the visibility of team sponsors."
Hamilton's move to Ferrari has been hailed as the ultimate pairing of Formula 1's most celebrated driver with its most legendary team. It's no surprise, then, that a single image of Hamilton—standing outside Enzo Ferrari's Fiorano office beside a Ferrari F40—has become the most-liked F1-related Instagram post ever, amassing over 5.4 million likes since Monday.
Despite the excitement surrounding his arrival, Hamilton's transfer to Maranello has not been without criticism. Skeptics within the F1 world, including Flavio Briatore and Eddie Jordan, argue that Ferrari would have been better off retaining Carlos Sainz to partner Charles Leclerc, rather than signing a driver they view as past his prime.
Yet, the events of this week underline that Hamilton's influence extends far beyond his performance on the track. His ability to generate immense attention, engagement, and sponsorship value is a testament to his enduring impact on the sport, solidifying his role as more than just a competitor but a global icon for Ferrari and Formula 1 alike.
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