Source: REUTERS/HAMAD I MOHAMMED
[Saba Sports News] Last week, when Lewis Hamilton surged from 12th place to 4th on the Imola track, the world not only saw the new logo on his helmet – “Perplexity” – but also witnessed how a seven-time champion reshapes the F1 sponsorship landscape with his personal commercial value. This AI giant, valued at $9 billion, chose to sign directly with Hamilton rather than the Ferrari team, setting a precedent for individual commercial endorsements in F1. This priceless partnership coincided with a turning point in Hamilton’s career at Ferrari. Despite the SF-25 still lacking competitive power, Hamilton passionately called out on the Imola track: “If we improve our qualifying pace, victory is within reach.” After the race, Hamilton particularly thanked the fans’ enthusiastic support, revealing that many former Mercedes fans have followed him to the red side. This transition brought an astonishing commercial effect – Puma reported an 8-fold increase in sales of Ferrari merchandise, confirming the terrifying influence of the “Hamilton Effect.” From the track to the business world, Hamilton is writing the rules of a new era in F1.