Lewis Hamilton makes new Ferrari tweak after $9bn addition
Lewis Hamilton’s Ferrari helmet featured a new logo at the Emilia Romagna Grand Prix in Imola, Italy, last weekend. The seven-time World Champion has partnered with Perplexity, an AI-powered answer engine valued at around $9 billion. Hamilton’s deal with Perplexity is a personal one, and the company’s branding appeared on his helmet for the first time at Imola.
Hamilton’s performance at the Emilia Romagna Grand Prix was his best of the 2025 season so far. He finished fourth, having started 12th on the grid, and bettered his previous best finish of fifth place, which he achieved in Bahrain last month. The former Mercedes driver also won the Chinese GP sprint race in March and finished third in the Miami sprint race earlier this month.
Perplexity’s decision to partner with Hamilton is a significant one. The company reportedly chose to partner with the seven-time World Champion over partnering with an F1 team. Hamilton’s global appeal and massive following made him an attractive proposition for Perplexity.
The Perplexity logos on Hamilton’s helmet were prominently displayed during the Emilia Romagna Grand Prix. They appeared on the top surface of his crash helmet, above his race number, #44. The logos were visible during onboard footage of Hamilton’s Ferrari, giving Perplexity valuable exposure.
After the race, Hamilton was in high spirits. He praised his team’s efforts and expressed his gratitude to the Tifosi, Ferrari’s passionate fan base. Hamilton also hinted that the team is close to achieving success, saying that if they can improve their qualifying pace, they will be winning soon.
Hamilton’s switch to Ferrari has already proven to be a commercial success. Ferrari apparel partner Puma reported an eightfold increase in sales of Ferrari F1 merchandise since Hamilton joined the Scuderia. Hamilton’s massive following has clearly followed him to Ferrari, with many fans proudly wearing Ferrari caps and apparel.
Hamilton acknowledged the support of his fans, saying that he was proud to see many of them making the transition from Mercedes to Ferrari. He expressed his gratitude to the fans and praised their loyalty, saying that it was a “mega day” for him.
As the 2025 season progresses, it will be interesting to see how Hamilton’s partnership with Perplexity evolves. With his massive following and global appeal, Hamilton is an attractive proposition for any brand looking to increase its exposure. Perplexity’s decision to partner with Hamilton is a clear indication of the seven-time World Champion’s enduring appeal and marketability.
