Hamilton’s Influence in F1: Insights from Guenther Steiner
In a recent appearance on the Business of Sport podcast, Guenther Steiner, former Haas F1 team principal, elaborated on Lewis Hamilton’s exceptional stature in Formula 1, describing him as "the only driver above a team." Steiner emphasized that Hamilton’s prominence extends beyond the sport, stating, "You’re big in the sport, but then when you get big outside of the sport, you’re bigger than the actual team."
Steiner’s remarks come in light of Hamilton’s recent transition to Ferrari for the 2025 season, after a successful 12-year tenure at Mercedes, where he secured six of his seven world championships. The announcement of his move significantly impacted Ferrari’s market position, with the team’s share price increasing by over 10%.
While acknowledging Hamilton’s potential to enhance Ferrari’s brand, Steiner expressed skepticism about the idea of signing him solely for the "Lewis factor." He remarked, "I don’t think Ferrari needs that… It’s a cool story… but we put the expectations so high."
Steiner also discussed the broader implications of Liberty Media’s acquisition of Formula 1 and the success of Netflix’s Drive to Survive, which he credits with generating interest and sponsorship opportunities for smaller teams. "Before, as a small team, nobody knows about you… now with Drive to Survive, people wanted to be associated with you," he explained.
His unexpected rise to fame through the series reflects the changing dynamics in F1, where personalities now play a crucial role in the sport’s popularity. Steiner concluded, "I didn’t learn a script or anything. I just did my job."
As Formula 1 evolves, Stefano’s insights provide an essential perspective on the intersections of celebrity, brand management, and competitive success within the sport.
