In today’s day and age, Formula 1 is much more than just a battle on the track. With the advent of social media, teams and drivers alike have found another avenue to sell their brands and compete on a global economic scale. While the sport has started tapping into the massively potent American market, the paddock has started to reap its dividends with social media campaigns. What’s more? Big names like Lewis Hamilton have started taking this endeavor very seriously!

During last week’s Miami GP, Sergio ‘Checo’ Perez was the one stealing the limelight. In terms of pure numbers, the Mexican blasted the 7x champion into oblivion by amassing a staggering $500,000 over Hamilton in terms of social media engagements. But the Brit was in the mood for a comeback.

Lewis Hamilton & Co. take social media by storm

The stock of Sergio Perez is on the up. Being the sole title contender against Max Verstappen, the fans are squarely in his corner this time. However, it’s never too prudent to underestimate the combined power of the Mercedes AMG Petronas F1 team.

As per reports, “With Lewis [Hamilton], George [Russell] and Mick [Schumacher] as models, Mercedes debuted the collab #TommyxMercedesAMGF1xAwakeNY Miami GP. Social media posts from Mercedes and the drivers yielded: – 63,000,000 impressions – 3,500,000 million engagements – $1,600,000 in social value.”

While Perez beat Hamilton by a margin of over $500,000, when the Mercedes boys assembled they toppled Perez’s.

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Even though Hamilton may have lost individually out to Perez this time around, the cost of getting affiliated with the 38-year-old on social media is still very steep.

Hamilton is the out and out king of social media

The multiple-time F1 world champion is regarded as one of the greatest drivers this sport has ever seen. Naturally, Hamilton has a massive social media presence and is one of the most marketable sportspersons around the globe.

And as a testament to this fact and the fame of Hamilton, the Financial Express reports that, in 2023 “The Brit is expected to potentially earn £87,681 ($110,000 approx.) from a single sponsored Instagram post.”

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