Over the past two weeks alone, we have seen 4 notable brand ambassadorship announcements for F1 drivers: Pierre Gasly for Givenchy Perfume, Lewis Hamilton for Lululemon, Max Verstappen for Alpha Tauri and Charles Leclerc for Chivas Regal. This presents the perfect opportunity to analyze which brands are currently partnering with Formula 1 drivers and see which athletes would make strong brand ambassadors.
Here's a recap of the current ambassadorships :
Carlos Sainz is a brand ambassador for L'Oréal and is starring in a Hackett campaign alongside his dad and in a Santander Private Banking campaign
Charles Leclerc is a brand ambassador for APM Monaco, Bang & Olufsen, Puma, Peroni Nastro Azzurro 0.0%, Eight Sleep, Richard Mille and Chivas Regal
Fernando Alonso is a brand ambassador for Hugo Boss
George Russell is a brand ambassador for Puma
Lando Norris is a brand ambassador for Ralph Lauren ‘Polo Red’ Fragrance, Tumi, Monster Energy and Pure Electric
Lewis Hamilton is a brand ambassador for Dior, Lululemon, Richard Mille, Etisalat, Monster Energy, CFI and Rimowa, and was the first male face of Valentino DiVa, starring in the Pink “PP” campaign
Max Verstappen is a brand ambassador for TAG Heuer, Alpha Tauri and Heinekein 0.0
Pierre Gasly is a brand ambassador for Gentleman Givenchy perfume and H. Moser & Cie
Outside of Formula 1, Bianca Bustamante from F1 Academy has been the brand ambassador for Anastasia Beverly Hills since 2023 and Alba Hurup Larsen is a brand ambassador for Tommy Hilfiger.
It is evident that collaborations with athletes and sports teams have become increasingly important for fashion and luxury brands in recent years. Last year alone was a great example as dozens of athletes signed as brand ambassadors with LVMH brands ahead of the Olympic Games.
The growing interest in sports marketing is not entirely new, but its evolution has expanded beyond traditionally dominant sports like football and tennis and is now targetting more "niche" sports like women's basketball, padel, and Formula 1.
Several factors contribute to this shift, including the rising popularity of women’s sports, which has opened up new sponsorship opportunities in fashion and beauty. Additionally, sports organisations are more open to their athletes showing interest and partnering with brands outside of their sport. Formula 1, in particular, has embraced media and social media presence following its acquisition by Liberty Media.
Previously, Formula 1 fans primarily followed drivers based on their performance. However, with the rise of social media and entertainment platforms like Drive to Survive, fans are now equally interested in a driver's lifestyle—what they eat, how they train, what they do in the off-season, and how they dress. Research from Deloitte indicates that approximately 80% of Gen Z sports fans follow professional athletes online. Platforms like Instagram and TikTok have allowed athletes to build and monetize their personal brands while fostering closer relationships with their fan base—something that was not possible for previous generations.
Athletes have cultivated a loyal community that has followed their journey from the start, making them aspirational figures whose values and discipline resonate with fans. As a result, they have become ideal brand ambassadors, sometimes wielding greater influence than the teams they represent. For fashion brands, this is the perfect opportunity to make their way into an athlete’s social media presence and reach a significantly wider audience than their own (ex: Lewis Hamilton has 39 million followers on Instagram when Lululemon only has 5 million).
Formula 1 isn't just a sport, it's a cultural phenomenon with growing popularity thanks to TV shows like Drive to Survive or Senna. This shift has led to numerous collaborations between F1 teams, Grand Prix events, brands, and artists. Formula 1 appointed its first Creative Director: A$AP Rocky's (also Creative Director for Puma and Ray-Ban), and we saw many design contests inviting artists to create liveries for upcoming races. Grand Prix weekends now offer a complete entertainment experience on top of the race, featuring concerts, exclusive hospitality, and a variety of fan-engagement activities.
A report released in December from Nielsen Sports highlighted that Formula 1 is now the world’s most-followed sports series, with a global TV audience of 1.5 billion. Since 2021, the sport has gained approximately 50 million new fans, making it the fastest-growing annual sports competition. To sum up, now is the perfect time to sign a Formula 1 driver as a brand ambassador.
Many drivers already have strong ties to the fashion industry. For instance, Pierre Gasly has been seen on the front row of several Louis Vuitton fashion shows, Lando Norris launched his own clothing line (Quadrant), and Lewis Hamilton has both his own fashion brand (+44) and an ambassadorship with Dior. Sponsorship opportunities extend beyond Formula 1 and include rising stars in Formula 2 and F1 Academy, with many drivers endorsing brands beyond their teams’ official sponsors. The choice of ambassador depends on a brand’s target audience, market, and values but luckily Formula 1 is a diverse sport reuniting drivers from dozen of countries.
Here are some potential partnerships that I could see happening in a near future:
Carlos Sainz and Loewe - we know Carlos has the potential to be a model (thank you L'Oreal for this campaign shoot on the motorcycle we'll forever be grateful). Loewe could capitalize on his appeal by having him wear their designs for paddock arrivals and official events. As a Spanish brand under the LVMH umbrella—an entity that has recently invested heavily in Formula 1—this partnership would feel both authentic and strategic.
Yuki Tsunoda and Asics or Kenzo. Both are Japanese brands that align well with Tsunoda’s image. Asics would be a logical choice given its athletic's DNA, while Kenzo, under the creative direction of Nigo, could be a great fit for Yuki’s streetwear-inspired style. With Kenzo also being an LVMH brand, this could be another example of the group strengthening its presence in Formula 1.
Pierre Gasly and Alo Yoga. You've probably seen them EVERYWHERE on social media, Alo Yoga is coming for our wallets with their heavy investments in influencer marketing. I've actually seen Pierre's girlfriend Kika wear Alo Yoga many times. As a sportswear company nothing beats signing an athlete as a brand ambassador and can you imagine how great the campaign with him and Kika would look?
Bianca Bustamante with Fenty Beauty or Benefit. Bianca is known for her feminine style and strong social media presence. She had (or still has i'm unsure) a sponsorship with Anastasia Beverly Hills and did a partnership with Sephora last year in Singapore. A partnership with Fenty Beauty, known for its emphasis on diversity and inclusivity, would align well with her background as a Filipina driver. Given that both Fenty and Benefit are LVMH brands, this could be a strategic move in the group's broader investment in Formula 1.
That said, while sports marketing presents vast opportunities, brands must approach partnerships with authenticity. Sports have traditionally been resistant to change, and misaligned collaborations can lead to consumer skepticism or backlash. Today, brand ambassadors are no longer just passive models for products; they are increasingly involved in creative direction and brand storytelling. For instance, Lewis Hamilton co-designed a capsule collection with Dior in 2024, demonstrating how athletes can play a pivotal role in shaping a brand’s image.
To ensure success, brands must thoroughly evaluate whether a particular athlete or sport aligns with their aesthetics, core products, and target audience. The key to a successful partnership is authenticity and coherence—when done right, these collaborations can be transformative for both the brand and the athlete.
Article corrected and improved with the help of AI. Sources consulted to write this article:
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