Fernando Alonso is still Formula One’s most marketable driver according to a study published on Wednesday by analysts Repucom.
The Spanish two-time world champion, who is sitting out this weekend’s Australian Grand Prix, retains the top spot thanks to an unrivalled popularity in his home land.
Indeed, the report has found that 98 percent of people in Spain know who Alonso is, while 88% of them see the McLaren returnee as an effective brand endorser. 83% of the people surveyed also feel they can trust the 33-year-old.
Alonso edges out former Ferrari team-mate Felipe Massa, now racing at Williams, with four-time world champion Sebastian Vettel finishing third ahead of Mercedes’ Lewis Hamilton.
The defending champion beats fellow Briton Jenson Button with his recognition increasing to 93% in the United Kingdom after clinching his second F1 title last year.
Following his breakout campaign at Red Bull in 2014, Daniel Ricciardo appears in the rankings for the first time as the Aussie slots in seventh position. That’s two places above Toro Rosso rookie sensation Max Verstappen, who pops up in ninth ahead of his Formula One debut.
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