This article contains information about 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 in the process.
Since signing on with Tommy Hilfiger, Hamilton has promoted the Hilfiger Collection, the Tommy Hilfiger Tailored line, as well as its range of menswear, underwear, and swimwear, having also collaborated with the brand to launch exclusive collections.
Monster Energy
Hamilton signed on as a Monster Energy brand ambassador in March 2017.
Since coming on board, Hamilton has appeared in various global promotional campaigns for Monster Energy, having even released a commemorative “LH44” line of products in collaboration with the brand and sported the Monster Energy logo on his racing helmet.
Monster Energy has also been a long-time sponsor of Hamilton’s team, the Mercedes-AMG Petronas F1 Team.
Also read: Ferrari signs Hamilton in stunning move
Puma
Hamilton has been a member of German global sports 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. His race wear, technical clothing, and footwear since 2012 have been supplied by Puma, and, in 2020, to celebrate the seventh anniversary of their partnership and Hamilton’s record-equalling seventh World Title, Puma launched a unique collection.
IWC
Swiss luxury watchmaker IWC signed on Hamilton as a brand ambassador in 2013.
Hamilton has since 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 Lewis Hamilton, who is often seen endorsing its products on his various social media channels.
Bell Helmets
US helmet manufacturer Bell Helmets brought over Hamilton from Arai Helmets in 2015.
Since joining the Bell family, Hamilton has been using Bell helmets and endorsing the brand via social media and other-medium campaigns.
Police
Group De Rigo’s lifestyle brand Police signed a multi-year sponsorship deal with Lewis
Hamilton and Mercedes in 2019. Hamilton sports the brand’s sunglasses and optical frames along with endorsing the brand and appearing in various media campaigns. Along with that, the Police logo is also visible on Hamilton’s racing helmet. Hamilton initially kicked off the partnership with a collaboration with the brand launching an official eyewear collection.
Mercedes-Benz
German luxury automotive company Mercedes-Benz, who are owners of Hamilton’s Formula
One team are also one of his personal sponsors. Hamilton has been a brand ambassador from the company since 2013 and regularly appears in advertisement campaigns for the brand along with endorsing it on his personal social media platforms.
Dior
In July 2024 French fashion brand Dior roped in Hamilton as their brand ambassador for men’s fashion and also as a guest designer. Hamilton will not only be the face of the brand but also work with Dior’s designers to launch a winter-ready lifestyle capsule collection centred around skiing and snowboarding.
In Oct 2024,Lewis Hamilton and designer Kim Jones came together to create a capsule collection. Drawing inspiration from Africa, the duo has crafted a luxury sportswear range characterised by couture tailoring and precious accessories in vibrant colours.
CFI
Online trading provider CFI announced Hamilton as their global brand ambassador in July 2024 with CFI aiming to use Hamilton’s image to highlight the synergy between CFI’s trading solutions and Hamilton’s commitment to excellence both on and off the track’.
E&
In Oct 2024, Lewis Hamilton signed a partnership with UAE based state owned Telecommunications company E&. Formerly branded as Etisalat, the telecommunications company is also one of the sponsors of the Abu Dhabi Formula 1 event.
Lululemon
In Feb 2025, Canadian apparel Brand Lululemon signed Lewis Hamilton as their brand ambassador. As a lululemon Ambassador, Hamilton will work with the brand’s Research , Design and Development teams to collaborate on future athleisure and lifestyle products, lululemon’s Centre for Social Impact will also partner with Lewis’ global foundation, Mission 44 and help build a future for youth by promoting education, employment and empowerment.
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 switching to 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 NFL team 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 Oct, 2024 Lewis Hamilton invested in a vegan pet food company, Bramble, to promote the benefits of a plant-based diet for dogs.
- Lewis Hamilton founded a clothing brand called Plus 44. The brand launches limited edition capsule collections of zip-up hoodies, tees, reversible Alpha bomber jackets, football jerseys, sweat shorts, and accessories like tote bags, bandanas and keychains.
Notable Charity Work
- Hamilton has been vocal about the issues of climate change, noticeably having sold his private jet and changed his way of life to reduce his carbon footprint. He also donated US$500,000 to the 2020 Australian bushfires victims.
- Hamilton has founded a charitable foundation called the Mission 44 Foundation. A non-profit organisation, the aim of this foundation is to offer grants and donations for various causes, such as treating physical and mental disabilities, advancements in healthcare and eradicating poverty.
Other Ventures
- Lewis Hamilton confirmed 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 2020 races with the names of African-Americans who lost their lives during 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, and 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 Virtual Reality. 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 battle royale video game Fortnite, joining its “Icon Series” skin collection.
Lewis Hamilton: previous brand Endorsements
Rimowa
In September 2023, Hamilton, along with footballer Kylian Mbappé and Korean-New Zealander singer Rosé, headlined an advertisement for German luggage brand Rimowa.
EA Sports
EA Sports had signed Lewis Hamilton in 2007 for launching him in their Xbox and Playstations platform.
L’Oréal
In 2016, Lewis Hamilton was appointed as the global spokesperson of L’Oréal Men Expert. The three time World Champion represented Men’s Expert HydraEnergetic – a range of anti-fatigue skin care products.
Bose
American audio equipment company was a personal sponsor for Lewis Hamilton but also
one for his Formula One team, Mercedes. Hamilton headlined multiple Bose campaigns and even endorsed the product off track and even on race weekends. The partnership with Lewis Hamilton 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 and kicking 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 them collaborate on the “Dragster RR LH” model.
Petronas
Malaysian oil and gas company Petronas has also been a long-time sponsor of Lewis Hamilton. A major sponsor of the Mercedes F1 team since 2010, Petronas has served as a personal sponsor to Hamilton since 2013.
Gran Turismo
Racing simulation video game series Gran Turismo has had Hamilton on board as a brand ambassador since 2017.
Hamilton endorses Gran Turismo games, as per the deal, including the company’s official driving simulator kits.
Police
De Rigo Group’s lifestyle brand Police signed a multi-year sponsorship agreement with Hamilton and Mercedes in 2019.
As per the agreement, Hamilton sports Police sunglasses and optical frames along with endorsing the brand via media campaigns. The Police logo has also featured on Hamilton’s racing helmet.
Hamilton initially kicked off the partnership by launching a collaborative eyewear collection with the brand.
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- Lewis Hamilton and Brad Pitt to work together on new Formula One film
Vodafone
British telecommunications company Vodafone has been a sponsor of Hamilton since his debut F1 season in 2007.
During Hamilton’s spell with McLaren, Vodafone also served as an official sponsor to the Woking-based team.
Even though he has long moved on from McLaren, Hamilton has remained a Vodafone ambassador. He was even unveiled as the company’s “UK 5G Ambassador” in July 2019.
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.
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