Lewis Hamilton is rumored to be preparing for a unique sponsorship deal with Ferrari starting in 2025. This partnership would see Hamilton’s own non-alcoholic tequila brand, Almave, featured on Ferrari’s iconic Formula 1 cars. The news follows Hamilton’s highly anticipated move to Ferrari, announced before the 2024 F1 season. Almave, which recently gained investment from the global spirits giant Pernod Ricard, would join Ferrari’s growing list of sponsors, marking a significant branding shift.
The idea of a driver self-sponsoring is not entirely new in F1, as Fernando Alonso previously promoted his own clothing brand, Kimoa, through his racing efforts. Similarly, Hamilton’s deal would align his personal venture with Ferrari’s racing team, potentially leveraging his star power and the global reach of Formula 1 to boost Almave’s market presence. With Pernod Ricard now a stakeholder in Almave, this partnership could significantly scale the brand’s visibility and distribution.
Hamilton’s decision to promote his own brand could also serve as a strategic move to combine his business interests with his racing career. By tying Almave to one of the most iconic teams in motorsport, Hamilton is positioning himself not only as an elite driver but also as a business mogul, enhancing his global influence both on and off the track.