F1 News

Lewis Hamilton: Endorsements | Investments | Charity Work

This article contains information about the brand endorsements, business ventures, and notable charity work of British racing driver Lewis Hamilton.

Lewis Hamilton: Endorsements

Dior

In July 2024, French fashion brand Dior roped in Hamilton as brand ambassador and guest designer for men’s fashion.

As per the deal, Hamilton not only acts as a face of the brand but also works with Dior designers on winter-ready lifestyle collections centred around skiing and snowboarding.

CFI

Online trading provider CFI announced Hamilton as global brand ambassador in July 2024, aiming to use Hamilton’s image to highlight the synergy between its trading solutions and his commitment to excellence both on and off the track.

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.

Bose

American audio equipment company Bose is not only a sponsor of Hamilton but also Mercedes.

As a Bose ambassador, Hamilton has headlined multiple marketing campaigns for the brand. In its capacity as Mercedes’ Official Partner in Sound, Bose has seen its logo featured on Hamilton’s race suits.

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.

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.

Also read

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.

L’Oréal

French personal care products giant L’Oréal signed Hamilton as a brand ambassador in April 2016.

Hamilton was announced as the face of the brand’s “Men Expert” range and has since starred in multiple L’Oréal campaigns over the years.

Mercedes-Benz

German luxury automotive company Mercedes-Benz, which owns the Mercedes-AMG Petronas F1 Team, is also one of Hamilton’s personal sponsors.

Hamilton has been a Mercedes-Benz ambassador since 2013 and regularly appears in advertisement campaigns for the company.

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.

Rimowa

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

Also read: Lewis Hamilton clarifies Kingspan deal

Lewis Hamilton: Other ventures and activism

Business

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.

Charity

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.

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.
In November 2023, Hamilton was made a part of battle royale video game Fortnite, joining its “Icon Series” skin collection.