Lewis Hamilton may “self-sponsor” in the mega deal with Ferrari: here’s what the negotiations could entail.
In recent days, a rather intriguing rumor has surfaced in the Singapore paddock: Lewis Hamilton might become one of Ferrari’s primary sponsors in his next Formula 1 adventure, essentially “self-sponsoring.” According to Joe Saward, a well-known F1 journalist, the British champion could potentially partner with the Scuderia through a brand he co-owns.
The focus is on Almave, a non-alcoholic tequila brand in which the seven-time world champion has invested, alongside a Mexican distillery called Casa Lumbre. French wine and spirits giant Pernod Ricard recently acquired a stake in Almave, aiming to expand its global distribution and leverage its expertise in building new brands. Rumors suggest that Almave could appear on Ferrari’s iconic red cars as early as the 2025 season.
Alexandre Ricard, CEO of Pernod Ricard, said: “With Almave, Lewis Hamilton and Casa Lumbre have created something exceptional in terms of quality and positioning. Agave is a highly sought-after category, and including a premium non-alcoholic product is a real gem for our portfolio.”
The goal seems to be growing the Almave brand even further, and Ferrari might just be the perfect springboard. The Hamilton-Ferrari pairing, even before officially starting, continues to capture attention and make headlines.
Photo: Mercedes-AMG Petronas F1 Team
