Ferrari Chairman John Elkann has denied accusations that the team’s signing of Lewis Hamilton in Formula 1 is a marketing move, citing such assertions are disrespectful.
The Briton stands as the most decorated driver to have graced the sport, having won a record-equalling seven Drivers’ titles and taken an unprecedented 105 race victories.
However, Hamilton’s struggles in his final campaign with Mercedes in 2024 have led to scepticism about whether, at 40, he is now experiencing a gradual age-related decline.
That has prompted speculative claims that Ferrari placed an emphasis on Hamilton’s marketing reach when opting to sign him, with his global appeal going beyond racing.
This was evidenced during his first week with the team as Hamilton’s maiden sighting in red on social media was estimated to be worth a reputed $62,100 to title sponsor HP.
But Elkann insisted that has been a positive coincidence and not the sole driving force behind Ferrari’s decision to partner the seven-time champion with Charles Leclerc.
“I think it’s really unfair to Lewis, some of the comments saying, ‘This is a marketing operation.’ Truth said, Lewis doesn’t need that. Ferrari doesn’t need that,” he told TIME.
“What we need to do is win championships and do great things on the track.
“If that happens, what we can do outside of the track, in some ways, takes care of itself. There’s unlimited possibilities.”
Hamilton to use criticism as motivation at Ferrari
Indeed, Hamilton himself expressed last week during his inaugural pre-season test with his new team that negative comments about him serve as a source of motivation.
“I think, look, naturally in our sport, criticism is something that everyone receives. I think I’ve probably received a lot more of it, perhaps, throughout my career,” he said.
“I’m just in the mindset, I keep my head down, keep doing what I’m doing. I know that I’m growing each day, I know that I’m bound to make mistakes. I’m human.
“But one thing that I’m proud of is that I have the drive, I have the focus, I’m able to admit when I’m wrong. And I know that tomorrow, I’ll work to be better.
“It really doesn’t matter to me what some of the comments that have come out over my career – it’s not just been this past 12 months or so. I just use that as fuel.”
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