Lewis Hamilton is known for his speed on the track – but he has helped new team Ferrari accelerate on social media as well.

Lewis Hamilton has built his legacy on blazing speed and record-breaking performances but his influence isn’t just felt on the track. His move to Ferrari for the 2025 season has already supercharged the team’s digital presence, making them the fastest-growing Formula 1 team on social media. 

🚀 5.5 million new followers (+18.7%)
⚡ 42% increase in engagement
🏆 The most-liked F1-related post in history (5.7M likes) 

While Mercedes still leads in total follower count (38.57M), Ferrari (35.12M) is now on Red Bull Racing’s heels (35.62M). Hamilton’s 53.1M personal followers have amplified Ferrari’s reach, particularly in key growth markets like the U.S. & Asia. 

Sitting Down with Kenny Ager: Why Ferrari’s Digital Growth Matters 

To understand the commercial and fan engagement impact of Hamilton’s move, I sat down with Kenny Ager, Global Head of Commercial Development at WePlay. A lifelong Formula 1 fan, Kenny has spent years helping sports brands grow their audiences and monetise their digital presence but for him, Ferrari’s rise isn’t just another case study. It’s personal. 

“As a kid, I was obsessed with F1 – not just the racing, but the brands that brought the sport to life. I would sketch the logos from trackside boards, fascinated by how they became part of the spectacle. Funnily enough, that’s what led me into sports marketing.” 

Now, with WePlay’s Power Rankings, a proprietary tool that analyses audience size, growth, and engagement across any sports brand, Kenny and his team can quantify the impact of star athletes on fan growth and sponsorship value. 

 

 

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A post shared by Lewis Hamilton (@lewishamilton)

 

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Kenny Ager, Global Head of Commercial Development at sports marketing agency WePlay, commented:

“Audience and attention are the ultimate currency in sports, fuelling value for broadcasters, sponsors, and marketers. Star athletes have the ability to supercharge audience growth for their teams. Ferrari’s signing of Hamilton is the perfect example of that.”

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The Business of Formula 1: A Seismic Shift for Ferrari 

Hamilton’s reported $446M contract isn’t just a statement of intent on the track, it’s a business decision. His presence has strengthened Ferrari’s position in key markets, including the UK, where F1 has added 4.3M new viewers since 2019 (including 1.7M women, thanks in part to Drive to Survive). 

Alongside Charles Leclerc, F1’s second most-followed driver, Ferrari now boasts the most powerful digital duo in the sport. 

Can Off-Track Momentum Lead to On-Track Success? 

While instant success isn’t guaranteed, Hamilton brings seven world championships and a wealth of experience to a team seeking its first Drivers’ title since 2007 and Constructors’ title since 2008. 

With the 2025 season opener in Australia fast approaching, all eyes are on Ferrari to see if their dominance off the track can translate into championship-winning form on it. 

🏎️ Read more from Motorsport Week here: https://www.motorsportweek.com/2025/03/12/revealed-huge-class-leading-impact-of-lewis-hamiltons-ferrari-f1-move/
💥 Read more from MSports here: https://motorcyclesports.net/lewis-hamiltons-ferrari-move-ignites-record-breaking-social-media-surge-in-f1/