Lewis Hamilton: Brand Endorsements | Investments | Charity Work

Apr 21, 2025

Here, we look at the brand endorsements, business ventures, and notable charity work of British racing driver Lewis Hamilton.

Lewis Hamilton: current brand Endorsements

Tommy Hilfiger

In March 2018, Lewis Hamilton signed a multi-year partnership agreement with fashion brand Tommy Hilfiger, becoming its global ambassador.

Since signing on with Tommy Hilfiger, Hamilton has promoted the Hilfiger Collection, the Tommy Hilfiger Tailored line, as well as the company’s range of menswear, underwear, and swimwear, having also collaborated with it to launch exclusive collections.

Monster Energy

Hamilton became a Monster Energy brand ambassador in March 2017.

Since coming on board, Hamilton has appeared in various global promotional campaigns for Monster Energy, even releasing a commemorative “LH44” line of products in collaboration with the brand and sporting the Monster Energy logo on his racing helmet.

Monster Energy was a long-time sponsor of Hamilton’s previous team, the Mercedes-AMG Petronas F1 Team.

Also read: Ferrari signs Hamilton in stunning move

Puma

Hamilton has been working with German sportswear and sports equipment company Puma since 2013. Their partnership was expanded in 2017 as the Brit was made Puma’s “Ambassador for Performance”.

Apart from endorsing Puma through various marketing campaigns, Hamilton has also worked with the company to launch his own “Puma x Lewis Hamilton” collection. Since 2012, his racewear, technical clothing, and footwear have been supplied by Puma. In 2020, to celebrate the seventh anniversary of their partnership as well as Hamilton’s record-equalling seventh World Title, Puma launched a dedicated collection.

IWC

Swiss luxury watchmaker IWC signed Hamilton as a brand ambassador in 2013.

Since then, Hamilton has sported IWC watches during race-weekend press conferences and other media duties, while also endorsing the brand on his social media channels and appearing in various promotional campaigns for it.

Sony

Japanese multinational conglomerate Sony has been a long-time sponsor of Hamilton, who is often seen endorsing its products across his social media channels.

Bell Helmets

US helmet manufacturer Bell Helmets brought Hamilton over from Arai Helmets in 2015.

Since joining the Bell family, Hamilton has been using its helmets and endorsing the brand via social media and other media campaigns.

Police

Police, a lifestyle brand owned by De Rigo, signed a multi-year sponsorship deal with Hamilton and Mercedes in 2019.

As per the deal, Hamilton sports the brand’s sunglasses and optical frames and features in its media campaigns. The Police logo is also visible on his racing helmet.

The two kicked off the partnership by launching a co-branded eyewear collection.

Dior

In July 2024, French fashion brand Dior roped in Hamilton as a brand ambassador for its men’s fashion line and also as a guest designer. Hamilton is not just the face of the brand but has also worked with Dior designers on a winter-ready lifestyle capsule collection centred around skiing and snowboarding.

In October 2024, Hamilton and designer Kim Jones came together to create a capsule collection. Drawing inspiration from Africa, the duo crafted a luxury sportswear range characterised by couture tailoring and precious accessories in vibrant colours.

CFI

Online trading platform CFI announced Hamilton as its global brand ambassador in July 2024.

With this deal, CFI aims to use Hamilton’s image to highlight the synergy between its trading solutions and the veteran Brit’s commitment to excellence both on and off the track.

E&

In October 2024, Hamilton partnered with E&, a UAE-based state-owned telecom company. Formerly known as Etisalat, it is also one of the sponsors of the F1 Abu Dhabi Grand Prix.

Lululemon

In February 2025, Canadian apparel brand Lululemon signed Hamilton as a brand ambassador.

As per the agreement, Hamilton works with the brand’s research, design, and development teams on athleisure and lifestyle products. Lululemon’s Centre for Social Impact also works with Hamilton’s global foundation Mission 44 and help build a future for youth by promoting education, employment, and empowerment.

Perplexity

In May 2025, US-based AI answer engine Perplexity announced a first-of-its-kind partnership with Hamilton.

According to the deal, the Perplexity logo features on Hamilton’s Ferrari crash helmet. The two parties also co-create digital content to help increase the brand’s visibility.

Also read: Lewis Hamilton clarifies Kingspan deal

Lewis Hamilton: Other ventures and activism

Business Ventures

In August 2019, Hamilton invested in meat-free burger chain Neat Burger. As a practising vegan himself, Hamilton is vocal about the importance of a plant-based diet and how it helps both the humans as well as the environment.
Hamilton owns the X44 team in the Extreme E SUV off-road racing series.
Hamilton was a part of the investor group that acquired American fashion magazine W in August 2020.
Hamilton invested in Chilean food-tech company NotCo in July 2021. NotCo produces plant-based alternatives to animal-based food products.
Hamilton is also an investor in New York-based vertical farming and digital agriculture company Bowery Farming. Known for its locally grown products and pesticide-free lettuce, leafy greens, and herbs, Bowery Farming is the largest vertical farming operation in the US.
In August 2022, Hamilton joined the ownership group of National Football League franchise Denver Broncos.
In October 2023, Hamilton, along with distiller and Casa Lumbre co-founder Iván Saldaña, launched Almave — the world’s first distilled non-alcoholic blue agave spirit.
In October 2024, Hamilton invested in a vegan pet food company called Bramble to promote the benefits of a plant-based diet for dogs.
Hamilton has also founded a clothing brand called Plus 44, which has released limited-edition capsule collections featuring zip-up hoodies, tees, reversible Alpha bomber jackets, football jerseys, sweat shorts, and accessories such as tote bags, bandanas, and keychains.

Notable Charity Work

Hamilton has been vocal about climate change, notably selling his private jet and changing his lifestyle to reduce his carbon footprint. He also donated US$500,000 to victims of the 2020 Australian bushfires.
Hamilton has founded a charity called the Mission 44 Foundation. The aim of this non-profit organisation is to offer grants and donations for various causes, such as treating physical and mental disabilities, advancements in healthcare, and eradicating poverty.

Other Ventures

Hamilton revealed in 2020 that he had been writing and featuring in songs for over ten years. He collaborated with Christina Aguilera for the 2018 song Pipe under the pseudonym “XNDA”.
Hamilton started The Hamilton Commission to promote and increase diversity in motorsports, especially Formula 1. He even took the knee and wore T-shirts during his F1 races in 2020 featuring the names of African-Americans who lost their lives amid the Black Lives Matter movement that year.
In December 2021, Hamilton teamed up with online learning streaming platform MasterClass for a course in which he talked about succeeding in sports and life as well as setting a winning mentality.
In June 2022, Hamilton was announced as an honorary citizen of Brazil after a bill was passed in the Lower House of the Brazilian parliament.
At the 2023 F1 Las Vegas Grand Prix, Qualcomm and Mercedes-AMG unveiled a VR experience that allowed attendees to meet Hamilton in a Virtual Reality environment. Hamilton acted as a virtual tour guide, leading users through the garage and providing behind-the-scenes access to the team.
In November 2023, Hamilton was made a part of the battle royale video game Fortnite, joining its “Icon Series” skin collection.

Lewis Hamilton: previous brand Endorsements

Mercedes-Benz

German luxury automotive company Mercedes-Benz, which owns the Mercedes-AMG Petronas F1 Team, used to endorse Hamilton when he raced for the German outfit. Hamilton acted as a brand ambassador for the company and featured in its advertisement campaigns.

Rimowa

In September 2023, Hamilton, along with French footballer Kylian Mbappé and New Zealand-South Korean singer Rosé, headlined an advertisement for German luggage brand Rimowa.

L’Oréal

In 2016, Hamilton was appointed global spokesperson for L’Oréal Men Expert. He endorsed Men Expert Hydra Energetic, a range of anti-fatigue skincare products.

Bose

American audio equipment company Bose used to endorse not only Hamilton but also his former team, Mercedes. Hamilton featured in multiple Bose campaigns and endorsed its products—both off the track and during race weekends. The partnership ended in 2022.

MV Agusta Motorcycles

In September 2017, Hamilton signed a multi-year partnership agreement with motorcycle manufacturer MV Augusta, becoming a brand ambassador for the Italian company in the process. He kicked off the partnership with an “F4 LH44” collaboration.

Prior to joining the MV Agusta family in 2017, Hamilton had a one-off collaboration with the company in 2016, which saw the two collaborate on the “Dragster RR LH” model.

Petronas

Malaysian oil and gas company Petronas was a long-time sponsor of Hamilton. A major sponsor of the Mercedes F1 team since 2010, Petronas endorsed the Brit from 2013 till he left for Scuderia Ferrari.

Gran Turismo

Racing simulation video game series Gran Turismo onboarded Hamilton as a brand ambassador in 2017.

Hamilton endorsed several Gran Turismo instalments, as per the deal, as well as the franchise’s official driving simulator kits.

Also read: Apple to make documentary on Hamilton | Hamilton and Brad Pitt to work on new F1 film

Vodafone

British telecommunications company Vodafone first partnered with Hamilton during his debut F1 season in 2007.

During his time with McLaren, Vodafone also served as the official sponsor of the Woking-based team.

Even though he left McLaren years ago, Hamilton has continued as a Vodafone ambassador. In July 2019, he was unveiled as the company’s “UK 5G Ambassador”.

Qualcomm

Hamilton first partnered with semiconductor company Qualcomm in 2016.

Over the years, the Brit has headlined various advertisements and media campaigns for the American company.