Formula 1 campaign through his Almave brand, according to a report.
Hamilton’s highly lauded move to Ferrari in 2025 set the F1 circus alight when it was announced on the eve of the 2024 campaign.
The match-up of F1’s statistically most successful driver and team is a mouth-watering prospect from not only a performance perspective but a brand one.
Hamilton’s commercial appeal is huge, as is his growing investment portfolio with Joe Saward reporting as such.
In the latest edition of Saward’s Green Notebook, he writes of a paddock rumour involving Hamilton’s non-alcoholic tequila brand Almave and Ferrari
The word is that Almave might be signed as a Ferrari sponsor next year,” Saward wrote, in light of Hamilton’s brand being acquired by French “giant” Pernod Ricard.
Hamilton, Almave and Ferrari
Hamilton, in collaboration with Mexican distillery Casa Lumbre, welcomed Pernod Ricard to Almave in August
The purpose of the partnership is to scale up the Almave brand with global marketing synergies.
With F1 one of the highest-growing global sports, Hamilton its most recognised star and Ferrari its most recognised team, having Almave on the side of the scarlet Scuderia machines is a logical step.
After the Pernod Ricard agreement was made, Hamilton said: “When I decided to embark on this project it was important to me to find partners who could help me realise my vision without compromise.
“I am proud we were able to do that, not just in quality and taste but also with real ingredients and time-honoured techniques.
Casa Lumbre has been best-in-class in the first part of this journey and I’m proud of what we have achieved together in such a [short] period of time.
“It’s exciting that Pernod Ricard has, today, become an official stakeholder in Almave; allowing us to unleash the potential of the next stage of our journey, and help take Almave to even more people around the world.”
Ferrari, meanwhile, has already bolstered its extensive brand portfolio in 2024.
The Italian giant kickstarted the year with an exciting Peroni partnership and has since signed a title deal with HP, lauded as one of the biggest commercial deals in the sport.
