The Formula 1 world is abuzz with the news of Lewis Hamilton’s blockbuster sponsorship deal with Perplexity, a $9 billion AI-powered answer engine, unveiled at the Emilia Romagna Grand Prix in Imola. The seven-time world champion rolled into the Autodromo Enzo e Dino Ferrari sporting a Ferrari crash helmet adorned with Perplexity’s logo, strategically placed above his iconic #44. This marked a significant personal endorsement for Hamilton, who opted for an individual tie-up rather than allowing the tech giant to partner with an entire F1 team. According to reports from SportBusiness, Perplexity saw Hamilton’s global influence—bolstered by his roles as a Met Gala co-chair and Hollywood film producer—as a more potent marketing tool than traditional team sponsorships, ensuring maximum brand visibility beyond the F1 bubble. The move paid dividends as Hamilton’s helmet dominated onboard camera shots during his impressive climb from 12th to fourth, his best Sunday result since joining Ferrari in 2025.

Hamilton’s performance at Imola was a beacon of hope for Ferrari, a team grappling with a challenging 2025 season. The Scuderia, currently fourth in the constructors’ standings, has struggled with qualifying pace, as evidenced by Hamilton and teammate Charles Leclerc’s Q2 exits in 11th and 12th places. Yet, Hamilton’s race-day recovery showcased the potential of the SF-25 when strategy and execution align. Benefiting from well-timed Virtual Safety Car and Safety Car periods, Hamilton executed late overtakes on George Russell, Alex Albon, and even Leclerc to secure fourth, just 1.4 seconds shy of Oscar Piastri’s podium. His jubilant radio message captured the moment: “Thanks so much, mate. Woo! What a great race, guys. Fantastic stops, strategy. The car felt great today. I’m so grateful, so proud. Grazie tutti. And the Tifosi, that was for them.” Hamilton’s optimism was palpable as he told the media, including PlanetF1.com, that improving qualifying could position Ferrari for wins, signaling a turning point in his Ferrari journey.

The Perplexity deal underscores Hamilton’s commercial clout. Ferrari’s apparel partner, Puma, reported an eightfold surge in merchandise sales since Hamilton’s arrival from Mercedes, with red caps flooding Imola’s stands as fans embraced his transition. Speaking to DAZN Spain, Hamilton acknowledged the loyalty of his fanbase: “I saw a lot of red caps in the crowd, and it’s great to see many of the fans who supported me making this transition, even if they loved Mercedes—and some still do.” This fan devotion, combined with Hamilton’s 40 million social media followers, made him an ideal partner for Perplexity, which aims to transcend regional boundaries and establish itself as a global AI leader. Perplexity’s vice president of business, Ryan Foutty, told SportBusiness: “Whilst we looked at options across the grid, it was clear that Lewis Hamilton was the best partner for us. His reach and values of excellence align with our brand.”

Ferrari insiders hint that the helmet tweak is just the beginning of multiple commercial activations planned for 2025, including digital campaigns leveraging Hamilton’s massive online presence. However, the focus now shifts to the Monaco Grand Prix, where Hamilton admits the SF-25’s qualifying woes—particularly in low-speed corners—pose a challenge. “Our car is generally good at high speed, okay in medium, and not as strong in low,” he noted, per PlanetF1.com. With Monaco’s tight, twisty layout and a new mandatory two-stop rule, track position will be critical. Hamilton remains proactive, proposing setup tweaks despite some team reluctance, as he told the media: “I’ve got some ideas I’m going to try in Monaco to unlock more performance.”

While Hamilton’s Imola result has reignited hope, challenges persist. Charles Leclerc, frustrated by strategy missteps and a late skirmish with Albon, bluntly dismissed his Monaco title chances, saying “No” when asked about defending his 2024 win, per The Independent. Ferrari’s single podium this season (Leclerc in Saudi Arabia) highlights their struggles, with McLaren leading the constructors’ standings by 165 points. Meanwhile, Max Verstappen, who skipped the F1 film screening in Monaco to sim race as ‘Franz Hermann,’ remains a formidable force after his Imola victory. As Hamilton and Ferrari prepare for Monte Carlo, the Perplexity partnership and his revitalized performance signal that both his commercial and competitive journeys are far from over, promising more headlines in the glamorous streets of Monaco.