Lewis Hamilton-Mercedes Contract Saga ‘a Media Strategy’: Coulthard

Published 01/26/2021, 3:40 AM EST
ISTANBUL, TURKEY – Race winner Lewis Hamilton of Great Britain and Mercedes GP celebrates winning a 7th F1 World Drivers Championship with Mercedes GP Executive Director Toto Wolff on the podium during the F1 Grand Prix of Turkey at Intercity Istanbul Park in Istanbul, Turkey. (Photo by Joe Portlock – Formula 1/Formula 1 via Getty Images)


We keep counting days as the Lewis Hamilton contract saga continues with Mercedes. There still remains uncertainty whether the dominating partnership will continue next season.

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Former F1 driver, David Coulthard, gave his opinion on the seemingly unending contract negotiation.

We do not know a lot that goes on behind closed doors, however, Hamilton recently broke his social media hiatus and hinted at a continuing process behind the scenes. Coulthard believes that this delayed announcement could very well be a media strategy.

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SUZUKA, JAPAN – OCTOBER 06: Pole position qualifier Lewis Hamilton of Great Britain and Mercedes GP looks on in parc ferme during qualifying for the Formula One Grand Prix of Japan at Suzuka Circuit on October 6, 2018 in Suzuka. (Photo by Mark Thompson/Getty Images)

He said, “If it was signed then you would expect that to be announced. It could well be a media strategy, so let’s keep an open mind on that. Again, just because they may have signed somebody doesn’t mean they have got to put it out straight away.”

Coulthard claims it could be a ploy to maintain interest in Lewis Hamilton

Towards the end of last year, we saw Red Bull used a media strategy where they delayed their second driver signing news till the last moment. The team used social media to generate great engagement across different platforms.

We have also seen several teams tease the F1 community with the first look of their livery or new driver. According to Coulthard, it could be a possibility that Mercedes is delaying the announcement for the same reason.

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SPIELBERG, AUSTRIA – JULY 12: Lewis Hamilton of Great Britain and Mercedes GP celebrates in parc ferme after winning the Formula One Grand Prix of Styria at Red Bull Ring on July 12, 2020 in Spielberg, Austria. (Photo by Mark Thompson/Getty Images)

“It could be a way of maintaining interest in Lewis and Mercedes if you put your media hat on, and that might not be a bad thing – I’m not saying it is, I’m just giving a potential,” he said.

The Mercedes-Hamilton contract negotiation has been going on for more than a month now. It is believed that the primary point of contention between the parties is the period of the contract.

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Toto Wolff admitted that a final announcement on the contract could go up to pre-season testing. Do you think this contract will be renewed? If yes, for how long?

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Ayush Manjunath

586 articles

Ayush Manjunath is a Formula 1 author for EssentiallySports with more than 500 articles to his name. A Law graduate and a current Sports Management student, Ayush also has a certificate from UCLA on Sports, Media and Entertainment Management. He has an undying love for motorsports and lives to see Max Verstappen, George Russell, Charles Leclerc, and Lando Norris battle for the championship one day!

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