Lewis Hamilton Signs Lucrative Deal with Perplexity AI Ahead of E…read more
Formula 1 legend Lewis Hamilton continues to command global attention, both on and off the racetrack. Despite being in the twilight of his illustrious career, the seven-time world champion remains one of the sport’s most marketable and influential figures. In a testament to his enduring appeal, Hamilton has now signed a high-profile sponsorship deal with Perplexity AI, a cutting-edge technology company known for its AI-powered answer engine. The announcement comes just ahead of the highly anticipated Emilia Romagna Grand Prix at Imola, as Hamilton prepares to turn his fortunes around at Ferrari.
This new partnership is a significant step for Perplexity AI, marking the company’s debut in the world of sports sponsorship. By aligning with one of the most iconic names in motorsport history, Perplexity aims to accelerate its global expansion and brand recognition. According to Ryan Foutty, the company’s Vice President of Business, the decision to team up with Hamilton was strategic and straightforward. “Whilst we looked at a variety of options across the grid, it was very clear that Lewis Hamilton was the best partner for us,” Foutty explained. “We see a great opportunity to grow awareness of Perplexity and its capabilities through Lewis’s reach.”
Hamilton’s partnership with Perplexity will include helmet branding and a broader promotional campaign leveraging his enormous online presence. With millions of engaged fans across various platforms, the British driver offers an unmatched avenue for exposure. Foutty emphasized that Hamilton’s values align perfectly with Perplexity’s brand identity: “With all his success, he also stands for greatness and excellence, and those are brand values that we want people to associate with Perplexity. The faster you learn, the better equipped you are to pursue excellence in whichever domain you’re in.”
While the business side of Hamilton’s career remains strong, the same cannot yet be said about his current racing form. Since his blockbuster move to Ferrari from Mercedes, the 40-year-old has faced a series of setbacks and underwhelming performances. After a challenging start to the season, including an eighth-place finish at the recent Miami Grand Prix, Hamilton is currently lagging behind his teammate Charles Leclerc and Mercedes’ rising star Kimi Antonelli in the drivers’ standings.
Hamilton arrived at Ferrari with high hopes and renewed enthusiasm, looking to revive his competitive edge after several frustrating seasons with Mercedes. However, things have not gone according to plan. Despite his experience and determination, he has struggled to adapt to Ferrari’s car and performance dynamics. This difficult transition has raised questions about his future in the sport, with some pundits speculating that retirement may be on the horizon if results do not improve soon.
Throughout the season, Hamilton has made no secret of his frustrations. He has admitted to being puzzled by the car’s inconsistencies and has often cut a dejected figure in post-race interviews. Nonetheless, he remains hopeful that a breakthrough could come soon, possibly starting with this weekend’s race at Imola—a circuit where he has previously found success.
In the meantime, his off-track activities, including this latest partnership with Perplexity AI, continue to underscore his influence beyond the world of motorsport. Whether or not he manages to recapture his former glory on the track, Hamilton’s status as a global icon and business-savvy athlete is secure. As Perplexity enters the F1 scene, the collaboration could set a new precedent for how AI and sport intersect—driven by the enduring star power of Lewis Hamilton.
