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Lewis Hamilton's Ferrari move has unexpected financial impact on team

Lewis Hamilton's impact at Ferrari has been laid bare by the Italian team's Formula 1 merchandise sales, which have surged by almost 400 per cent in the wake of the seven-time world champion joining the team

(Image: (Image: Getty))

After Lewis Hamilton's much-publicised move to Maranello for the 2025 Formula 1 season, Ferrari merchandise sales have surged nearly 400 per cent, showcasing the immense global popularity of the seven-time world champion among F1 enthusiasts.

Subsequent to Ferrari's season launch this month for 2025, merchandise sales saw an almost fourfold increase compared to the previous year's unveiling within the Fanatics network of retailers, including the official Formula 1 Store where items span from £35 caps to £162 softshell jackets, as reported by .

The British racing icon was recently spotted wearing Ferrari red for the first time during Formula 1's 75th anniversary celebration at O2 Arena, notably following his social media debut with the team upon sharing a post outside Enzo Ferrari’s house on Ferrari's Instagram. This turned out to be a game-changing event for Ferrari's social media presence.

The post featuring Hamilton has set records by becoming the most engaged-ever Formula 1 post on Instagram, surpassing even a post by his new teammate Charles Leclerc at Monza's podium.

James Campbell, co-founder of marketing agency 50 Sport, commented on the phenomenon: "The impact of Lewis's arrival and the growth on social has been like nothing we've seen before for a long time in F1," lamenting how sport often relies on last-minute scrambles or scripted announcements.

(Image: Scuderia Ferrari)

According to him, Ferrari nailed it with consistent storytelling right from the outset: "Very often in sport now, an announcement or arrival will be a last-minute scramble and/or dominated by carefully worded scripts. Too often story-telling is neglected and here, the message and visual style were perfectly aligned and consistent from day one onwards."

The post, featuring Hamilton alongside a historic Ferrari and dressed in a double-breasted suit and trench coat, has now garnered 5.7m likes. With a following of 39.1m, Hamilton's fanbase is more than twice the size of the official Ferrari Formula 1 account.

"This showed in the numbers seen online," Campbell comments. "Towards the end of January it was the most talked about sporting moment in the world, with engagements, video views and followers increasing 3x from the same time the year before.