Alexandre
The collaboration between Lewis Hamilton and Ferrari, made official with an iconic first photo, has already written a page in Ferrari history. Formula 1. Published on social networks, this image not only became the most liked F1-related content, but also generated record revenues for the team's sponsors. Scuderia Ferrari. A look back at an exceptional and lucrative marketing operation.
A photo that triggers an avalanche of interactions
FIRST TIME IN RED pic.twitter.com/mW0LRQHNEU
- Lewis Hamilton (@LewisHamilton) January 21, 2025
The photo in question shows Lewis Hamilton wearing Ferrari's famous red suit, leaning against a wall. According to Sponsorlytixa specialist in advertising analysis and big data, this snapshot generated over 8 million interactions on the X network (editor's note: over 13 million views on X and 4.3 million likes on Instagram at the time of writing). A record that illustrates the immense popularity of the seven-time F1 world champion and the power of the Ferrari brand.
One photo, $400,000 in advertising revenue
According to Sponsorlytix, this image alone generated around $400,000 in advertising revenue for the sponsors appearing on Hamilton's racing outfit. Here are the details of the earnings estimated by Sponsorlytix:
- HP 62,000
- Shell 52,000
- Ferrari 50,000
- IBM 48,000
- VGW 43,000
- Ceva 41,000
- Puma 40,000
- RM 37,000
- Unicredit 36,000
Each sponsor benefited from unprecedented visibility thanks to this viral publication, underlining the perfect synergy between the media presence of a renowned athlete and the communication objectives of the Scuderia's partners.
A second photo with a cult following
In addition to the red suit photo, Ferrari also made its mark with another shot by Andre Wagner. This talented photographer immortalized Lewis Hamilton alongside a Ferrari F40an iconic model designed by Nicola Materazzi. The whole media campaign is a real lesson in marketing, combining the notoriety of Ferrari and Lewis Hamilton.