Lewis Hamilton’s arrival at Formula 1 giants Ferrari has seen a huge financial spike for sportswear giants Puma, according to reports.
Sportsbusiness.com has reported that Hamilton influence has seen an eightfold rise in merchandise sales compared to that of this time last year.
Hamilton’s huge salary of just over $50 million is thought to have been paid-off by the licensing fees that are taken from Puma’s profits and given back to Ferrari.
The report is proof that Hamilton’s popularity and reach with fans is perhaps bigger than any other driver in the sport.
There is also continuity between the relationship with Puma and Hamilton, which provided team-wear and merchandise for the team for 13 years up until this year, when it was replaced by fellow German brand Adidas.
The seven-time World Champion’s move to the Italian giants caused a stir when it was announced last February, after many years of sporadic speculation that he would one day move to the longest-running manufacturer in the sport.
His arrival in Maranello in January sparked fanfare amongst the Italian tifosi as well as the wider F1 community.
Hamilton’s first appearance saw fans flock to the team’s Fiorano test track to catch a glimpse of him in Ferrari red for the first time.
The Instagram post of Hamilton – who currently boasts 39.3 million followers – posing outside Enzo Ferrari’s home on the complex the same week garnered, what currently stands at, 5.7 million likes.
However, things have not been plain sailing for Hamilton and Ferrari so far, with a ninth-placed finish at the opening round in Australia and a disqualification from sixth place at the following race in China.
But both disappointments sandwiched a popular and momentous moment in Shanghai, when he took victory in the Sprint Race on the Saturday.
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