Lewis Hamilton / Ferrari, here are the record revenues generated by his first photo with the reds

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The collaboration between Lewis Hamilton and Ferrari, made official with an iconic first photo, has already written a page in Ferrari history. Formula 1. Published on social networks, this image not only became the most liked F1-related content, but also generated record revenues for the team's sponsors. Scuderia Ferrari. A look back at an exceptional and lucrative marketing operation.

A photo that triggers an avalanche of interactions

FIRST TIME IN RED pic.twitter.com/mW0LRQHNEU
- Lewis Hamilton (@LewisHamilton) January 21, 2025

The photo in question shows Lewis Hamilton wearing Ferrari's famous red suit, leaning against a wall. According to Sponsorlytixa specialist in advertising analysis and big data, this snapshot generated over 8 million interactions on the X network (editor's note: over 13 million views on X and 4.3 million likes on Instagram at the time of writing). A record that illustrates the immense popularity of the seven-time F1 world champion and the power of the Ferrari brand.

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One photo, $400,000 in advertising revenue

According to Sponsorlytix, this image alone generated around $400,000 in advertising revenue for the sponsors appearing on Hamilton's racing outfit. Here are the details of the earnings estimated by Sponsorlytix:

HP 62,000
Shell 52,000
Ferrari 50,000
IBM 48,000
VGW 43,000
Ceva 41,000
Puma 40,000
RM 37,000
Unicredit 36,000

Each sponsor benefited from unprecedented visibility thanks to this viral publication, underlining the perfect synergy between the media presence of a renowned athlete and the communication objectives of the Scuderia's partners.

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A second photo with a cult following

In addition to the red suit photo, Ferrari also made its mark with another shot by Andre Wagner. This talented photographer immortalized Lewis Hamilton alongside a Ferrari F40an iconic model designed by Nicola Materazzi. The whole media campaign is a real lesson in marketing, combining the notoriety of Ferrari and Lewis Hamilton.