A decade ago, Lewis Hamilton was already a superstar—one of the fastest men in Formula 1, a multiple-time world champion, and a household name for motorsport fans. But in 2014, his net worth hovered around $150 million, a staggering sum for most, yet modest in comparison to the commercial juggernaut he has since become. Fast forward to 2025, and that figure has ballooned to an estimated $400 million, with Forbes consistently placing him among the highest-paid athletes in the world. While his on-track success has undoubtedly played a role, it’s his off-track brand empire that has elevated Hamilton into the realm of billion-dollar cultural influence.

What changed? For starters, brands stopped seeing him as just a racing driver. No longer just the face of a team, Hamilton became the face of luxury, streetwear, finance, and even digital innovation. His carefully curated partnerships—spanning high fashion, motorsport engineering, sustainable finance, and performance wear—were pivotal in redefining what a Formula 1 champion could be.

It’s easy to say that Hamilton’s brand deals have made him richer—but the real story is how he’s used them to reinvent his own image, moving beyond the traditional mold of an athlete to become a force in global culture. With that, let’s take a deep dive into the most notable partnerships that have helped shape his empire:

Current Brand Ambassadorships (2024 – Present)

1. Lululemon (2025 – Present)

In early 2025, Lewis Hamilton became a global brand ambassador for Lululemon, marking the athletic apparel giant’s biggest partnership in the motorsport world. Known for their high-performance menswear and focus on mental well-being, Lululemon aligned with Hamilton’s advocacy for mental health, social change, and holistic fitness. As part of this collaboration, Lululemon’s Centre for Social Impact partnered with Hamilton’s Mission 44 foundation, working on initiatives that promote mental health awareness through movement and mindfulness. Hamilton is expected to play a key role in product innovation and sustainability projects, reinforcing Lululemon’s efforts to push eco-conscious activewear into the mainstream.

2. Richard Mille (2025 – Present)

After his much-anticipated move to Scuderia Ferrari, Hamilton naturally aligned with Richard Mille, the official watch partner of Ferrari and a leader in high-end mechanical watchmaking. Unlike his previous watch endorsements, Richard Mille’s collaboration with Hamilton is expected to yield exclusive timepieces inspired by his career and Ferrari’s legendary motorsport heritage. He has already been seen wearing the RM 74-02 Automatic Winding Tourbillon and the RM 67-02 ‘Italy’ edition, watches that symbolize the blend of high-performance engineering and cutting-edge luxury design.

3. Dior (2024 – Present)

Lewis Hamilton’s long-standing love for fashion reached new heights in 2024 when he was named a brand ambassador for Dior Men. This partnership, led by Dior’s artistic director Kim Jones, saw Hamilton take on an active design rolein the Dior x Hamilton winter sports capsule collection. Blending high fashion with technical winter gear, the collection featured ski and snowboard apparel inspired by motorsport aesthetics. The campaign, shot by Rafael Pavarotti, highlighted Hamilton in luxury alpine settings, a stark contrast to his usual racetrack environment. His growing influence in the fashion industry suggests that this is only the beginning of his Dior collaborations.

4. RIMOWA (2024 – Present)

In 2024, Hamilton joined RIMOWA, the German luxury luggage brand, as a global ambassador. This collaboration came naturally, given his jet-setting lifestyle and appreciation for premium travel gear. His first campaign with RIMOWA emphasized themes of adventure and precision, mirroring the ethos of his racing career. Hamilton is also rumored to be working on a limited-edition luggage collection, featuring motorsport-inspired designs and sustainable materials, set to launch in late 2025.

5. CFI Financial Group (2024 – Present)

Hamilton’s interests in finance and wealth-building materialized into a major deal with CFI Financial Group, a leading online trading provider. As a global ambassador, Hamilton has become the face of CFI’s educational initiatives that promote financial literacy among young investors. In line with his commitment to philanthropy, CFI also made a sizeable donation to Mission 44, supporting projects aimed at empowering underprivileged youth.

6. Etisalat (2024 – Present)

Hamilton’s global appeal caught the attention of Etisalat (now e&), a UAE-based telecommunications company. He joined their “Go for More” campaign alongside major global celebrities like Shah Rukh Khan, Jason Statham, and Megan Fox. This collaboration is focused on digital innovation and connectivity, aligning with Hamilton’s interest in technology and AI-driven advancements in sports and entertainment.

7. Bell Helmets (2015 – Present)

In 2015, Hamilton made a significant switch from Arai Helmets to Bell Helmets, marking a new phase in his racing career. This transition was driven by Bell’s advancements in helmet safety and aerodynamics, areas where Hamilton demanded the best performance. Working closely with Bell’s development team, Hamilton co-designed the KC7-CMR Lewis Hamilton Karting Helmet, a professional-grade karting helmet available for young racers. Additionally, Bell manufactures limited-edition 1:2 scale mini helmet replicas, produced in the same facility as Hamilton’s race helmets, offering fans a chance to own an authentic piece of his gear.

8. Monster Energy (2010 – Present)

One of Hamilton’s longest-running partnerships, Monster Energy, resulted in the creation of his signature drink, LH44. This partnership was more than just branding—Monster positioned Hamilton as a key figure in their high-octane, adrenaline-driven marketing, placing him alongside extreme sports athletes and rock musicians. His helmet and race suit branding made Monster Energy an instantly recognisable presence in Formula 1—though according to recent reports, Lewis will soon be shifting to Swedish energy drink company Celsius.

10. Tommy Hilfiger (2018 – 2024)

Hamilton’s six-year collaboration with Tommy Hilfiger was one of the most successful athlete-led fashion partnerships in recent history. The TOMMYXLEWIS collections showcased streetwear-meets-luxury aesthetics, incorporating bold patterns, motorsport influences, and sustainable fabrics. His creative input went beyond just modeling—he was actively involved in the design process, helping the brand revamp its menswear appeal for younger audiences.

11. IWC Schaffhausen (2013 – 2024)

For over a decade, Hamilton was a brand ambassador for Swiss watchmaker IWC Schaffhausen. His passion for precision engineering and luxury craftsmanship made this a natural fit. While IWC frequently released limited-edition timepieces tied to Mercedes-AMG Petronas, Hamilton himself owned and showcased several custom-made watches, including the Portugieser Tourbillon Rétrograde Chronograph Lewis Hamilton pictured above—a watch where Lewis added his own unique design inputs.

12. Bose (2013 – 2022)

Hamilton’s love for music and technology aligned perfectly with his long-term endorsement of Bose. From headphones to sound systems, Hamilton was often seen wearing and promoting Bose QuietComfort noise-canceling headphones in the paddock. The brand capitalized on his pre-race rituals, emphasizing how high-quality sound enhances focus and performance.

13. Puma (2019 – Present)

As the official racewear partner for Mercedes-AMG Petronas and Ferrari, Puma played and will continue to play a major role in Hamilton’s F1 career. The collaboration went beyond custom racing suits, as Hamilton also promoted Puma’s streetwear and sneaker collections. His signature motorsport-inspired Puma sneakers gained popularity among fans, further blending athletic performance with fashion.

14. UBS (Union Bank of Switzerland) (2010s)

During the 2010s, Hamilton was a prominent face of UBS, promoting investment strategies and wealth management to high-net-worth clients. This partnership aligned with his growing interest in financial literacy and personal wealth-building, long before his collaboration with CFI Financial Group.