Hamilton’s red dawn fuels Ferrari sponsor merch triumph

In the bustling world of Formula 1, where speed and style collide, the arrival of Lewis Hamilton at Ferrari for the 2025 season has ignited a firestorm of excitement – not just on the track, but in the merchandise stands.

Puma, the sportswear giant and longtime Ferrari sponsor, found itself riding a tidal wave of success as sales of its Ferrari-branded collection soared.

Reports from industry expert SportBusiness revealed an astonishing eightfold increase in merchandise sales since Hamilton traded his Mercedes silver for Ferrari red, a testament to the magnetic pull of the seven-time World Champion.

Commercial Juggernaut and Sponsorship Surge

Hamilton's multi-year contract with the Scuderia, estimated to be worth $57 million per season, was always touted as a commercial masterstroke. However, the impact has been immediate and profound.

Ferrari's ability to attract major sponsors has been significantly enhanced. The team secured Hewlett Packard (HP) as a new title sponsor last May, shortly after Hamilton’s signing was announced, and then landed a lucrative deal with Milan-based bank UniCredit ahead of the 2025 season.

The partnership with UniCredit was launched with a high-profile event in Milan, featuring Hamilton and teammate Charles Leclerc demonstrating classic Ferrari F1 cars to a large public audience, further amplifying the buzz surrounding the team.

Star Power Fuels the Surge

Hamilton’s influence stretches far beyond the racetrack. Known for his bold fashion choices and cultural clout, he brought an army of die-hard fans – and their wallets – to Ferrari’s doorstep.

Puma, which had outfitted Hamilton during his Mercedes tenure, wasted no time capitalizing on his arrival. From sleek jackets to iconic caps, the Ferrari-Puma collection became a must-have for fans eager to align themselves with the Hamilton-Ferrari era.

The sales figures speak for themselves: an eightfold jump that has left analysts and competitors alike in awe.

As the 2025 season kicked off with the Australian Grand Prix, Puma’s triumph was undeniable. The synergy of Hamilton’s star power, Ferrari’s legacy, and Puma’s sleek designs has created a perfect storm of demand.

Fans aren’t just buying merchandise – they were buying into a movement. Each sale is a vote of confidence in Hamilton’s quest to bring Ferrari back to championship glory, and Puma is reaping the rewards.

A Bittersweet Farewell to Mercedes

Back at Mercedes, Hamilton’s departure left a bittersweet aftertaste. The Silver Arrows had ended their long-standing partnership with Puma, opting instead for a groundbreaking deal with Adidas starting in 2025 – a move that marked the sportswear brand’s first step into elite motorsport.

Mercedes team boss Toto Wolff revealed Hamilton’s mixed emotions about missing out on the Adidas era.

“Lewis said it’s probably the sports brand with the most cultural relevance,” Wolff shared, recalling Hamilton’s half-laughing, half-tearful reaction.

For Hamilton, missing out on a collaboration with Adidas at Mercedes stung, but his new chapter with Ferrari and Puma is proving to be a golden opportunity.

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