Fashion, Wine, Esports: The Rise of Drivers’ Brands
There's more to F1 drivers than just racing. In 2025, drivers aren't just athletes; they're entrepreneurs, producers, musicians, streamers, and fashion icons.
Lewis Hamilton is a Hollywood Producer, Daniel Ricciardo makes wine, Max Verstappen has his own e-racing team, the list goes on and on.
Personal Branding has become as vital to a driver’s image as podiums and race wins, offering new revenue streams and connecting with fans on a more personal level.
Evolution Of Driver Brands
Gone are the days when a driver’s online presence was limited to race weekend media duties and the occasional sponsor post. This generation of F1 drivers has taken personal branding and storytelling to a brand new space.
Post Drive to Survive, F1 drivers are now expected to be more than just fast in the car, they also need to be marketable to fans and sponsors. To communications professionals, their personalities have become a hot commodity.
Charles Leclerc's Lec
Charles Leclerc is an excellent example. Charles has created his personal brand through emotional storytelling. He’s perceived as a kind person and someone who is loyal to his country, Monaco, and his team, Ferrari.
But off the race track, he's released several piano songs and started his own reduced-calorie ice cream company, LEC. In addition, his Instagram and YouTube channels give fans behind-the-scenes access into his daily life, travels, training, and more.
Lando Norris & Quadrant
On the other hand, Lando Norris has created his personal brand through relatability and humor-filled moments on his Twitch live streams.
Norris also co-founded Quadrant, a gaming and lifestyle brand that is known for its casual and entertaining content.
In an article by Veloce Media Group, Norris said, “I’m a gamer at heart, but I’m also passionate about apparel and getting closer to my fans. I’ve always been keen to build a brand of my own, so this is a great way to blend all of that together whilst having fun with a few of my good friends.”
The PR Professional’s Role
These brands were carefully crafted by PR managers and strategic communications specialists who worked to maintain a consistent image for the drivers through a variety of avenues.
These professionals must also balance the authenticity of a driver’s personal brand with the image of the team and sponsorship obligations.
Overall, it’s clear that for this generation of drivers, the helmet has come off, and building a legacy will take more than just on-track performance.
Source: @kymillman / @dr3 / @lewishamilton / @verstappen.com / @lec / @landonorris on Instagram
