British, 33, Motorsport
Formula One’s star attraction
Key Partners: IWC, Monster Energy Drinks, L'Oreal, Bose, Puma, MV Agusta Motorcycles, Bombardier Recreational Products, Tommy Hilfiger
Another year, another world title; Lewis Hamilton’s 2017 championship victory – his fourth – took him clear of Sir Jackie Stewart as Britain’s greatest ever driver. It also took him level with his great rival, Ferrari’s Sebastian Vettel. A new contract signed in mid-July is said to be worth UK£40 million per year, and will take him through to the end of the 2020 Formula One season, at which point Hamilton will be 35 years old.
With 5.29 million followers on Twitter and a further 6.9 million on Instagram, Hamilton remains Formula One’s biggest star by a considerable distance. He started the 2018 season with a uniform adorned in UK£112 million worth of sponsorship, split evenly between personal endorsement and Mercedes sponsors. With Puma, Bose and L’Oreal all on board having agreed sizeable endorsement deals, Brand Hamilton is as strong as ever. In April, the renowned fashionista joined forces with Tommy Hilfiger to create a clothing collection. It is yet another string to the bow of a shrewd social influencer. Hamilton is, perhaps, the ultimate image-savvy athlete of recent times. NF