Ferrari has witnessed an extraordinary surge in merchandise sales, with figures soaring nearly 400% following Lewis Hamilton's high-profile switch to the team for the 2025 Formula 1 season.
According to data shared with City AM, the seven-time world champion's immense global appeal continues to drive unprecedented demand among F1 fans. The spike in sales came shortly after Ferrari's 2025 season launch earlier this month, with purchases across the Fanatics retail network—including the official Formula 1 Store—far surpassing those recorded during the team's 2024 launch.
Fans eager to sport the iconic Ferrari red can find merchandise ranging from £35 for a cap to £162 for a premium softshell jacket on the F1 Store. Lewis Hamilton made his first public appearance in Ferrari colors at Formula 1's 75th anniversary show at the O2 Arena, following his initial introduction via a viral Instagram post outside Enzo Ferrari's house. This post quickly became the most engaged Formula 1 post in Instagram history, surpassing even Charles Leclerc's Monza podium celebration.
Hamilton's arrival is already proving to be a commercial game-changer for Ferrari, reinforcing his status as one of the most influential figures in motorsport. James Campbell, co-founder of the marketing agency 50 Sport, remarked on the remarkable impact of Lewis Hamilton's arrival and the significant growth in social media engagement, noting it was unlike anything seen in Formula 1 for a long time.
He pointed out how modern sports announcements often feel rushed or controlled by scripted statements. Yet, with Hamilton, the storytelling was exceptional, with both the message and visual style being perfectly aligned and consistent from the very beginning.
The Instagram post featuring Hamilton, dressed in a double-breasted suit and trench coat next to a historic Ferrari, has garnered 5.7 million likes. Hamilton's influence extends significantly online, boasting 39.1 million followers, far surpassing the Ferrari Formula 1 account, which has less than half of his following. This stark difference highlights Hamilton's massive online presence and the substantial commercial impact he brings to the Scuderia Ferrari brand.
James Campbell pointed out the evident impact through online metrics. By the end of January, Hamilton's arrival had become the most talked-about sporting moment globally, with engagement, video views, and followers increasing threefold compared to the same time the previous year. He mentioned how the first post featuring Hamilton at Ferrari’s headquarters became the most engaged post in Formula 1 history on Instagram.
Some fans speculated about the symbolism of Hamilton's image design, which featured seven windows and a door, possibly representing the potential for Hamilton to claim his eighth championship title. Regardless of whether this was intentional or coincidental, Campbell emphasized the role of art direction contributing to the post’s enormous impact.
This unprecedented spike in merchandise sales not only reflects Hamilton's draw as one of sports' leading figures but also signifies Ferrari's dynamic marketing potential moving forward. With Hamilton onboard, Ferrari is undoubtedly positioned to tap even more deeply than ever before with the legions of remains loyal and fervent fan base.