In a move that’s sending shockwaves through both the Formula 1 and tech industries, Lewis Hamilton has reportedly secured a multi-million-dollar partnership with Perplexity, an AI company currently valued at $9 billion. What makes this deal historic isn’t just the size or scope—it’s the fact that Perplexity walked away from high-profile talks with entire F1 teams like Red Bull Racing and Aston Martin to instead align with one individual: Hamilton himself.
This marks a radical shift in how brands view the value of individual star power over traditional team partnerships, and Lewis Hamilton is at the center of it all.
Why Perplexity Chose Hamilton
Insiders close to the negotiation say that Perplexity was drawn not just to Hamilton’s success on the track, but his global reach, diverse appeal, and commitment to innovation and social impact. Hamilton’s brand is not just about racing—it’s about identity, influence, and activism. In contrast to standard team sponsorships, which tend to revolve around race-week branding and hospitality rights, this deal is said to involve deeper integration with Hamilton’s personal ventures, social channels, and philanthropic initiatives.
“Lewis is more than an athlete,” a spokesperson for Perplexity noted. “He’s a global icon with values that align with ours: curiosity, transparency, and pushing the limits of what’s possible.”
The Business Logic Behind the Move
The economics are simple but powerful. Formula 1 teams offer exposure during races and access to a loyal fan base, but individual drivers with massive personal platforms—like Hamilton—offer direct, authentic influence. With over 40 million Instagram followers and an increasingly entrepreneurial approach to his brand, Hamilton has become an ecosystem unto himself.
Partnering with him allows Perplexity to bypass the complexity of team-based negotiations and target a tech-savvy, global audience through a trusted voice.
A New Model for Driver Branding
This deal isn’t just a win for Hamilton—it may set a new precedent for how F1 drivers build their off-track empires. In the past, commercial power was concentrated in team sponsorships. Now, as athletes take control of their personal brands, we’re witnessing a shift toward individual-centric deals that mirror trends seen in the NBA, NFL, and even music industry.
Hamilton has long been at the forefront of this evolution, with past partnerships ranging from fashion (Tommy Hilfiger) to sustainability (Extreme E). This new deal with Perplexity places him firmly in the future-focused tech space, further diversifying his empire and showing younger drivers what’s possible beyond podium finishes.
What This Means for F1
This partnership sends a clear message to Formula 1 stakeholders: drivers are not just employees—they’re brand powerhouses. Teams may have to rethink how they offer value to sponsors, while other drivers will be inspired to invest more in their personal branding, media presence, and business acumen.
