Formula 1 Drivers Are Fashion Brands’ New Go-to Ambassadors

Athletes have long been go-to ambassadors for many fashion brands, with top players across football, basketball, tennis and other sports regularly appearing in campaigns and sitting front row for design houses and luxury brands.

Over the last few years as interest in Formula 1 racing has skyrocketed across the globe, fashion brands have increasingly leveraged this mass interest by looking to F1 drivers to be ambassadors and F1 teams for multiyear partnerships. According to ESPN, F1’s 2022 season was its most-watched, up 28 percent year-over-year to an average of 1.2 million viewers per race.

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Some of today’s biggest fashion brands are spearheading this new category in sports ambassadorships, such as Tommy Hilfiger, Boss, Tumi, Puma, Reiss and others, which have embarked on long-term partnerships with F1 teams including McLaren Racing and Mercedes-AMG Petronas, and F1 drivers like Lewis Hamilton, George Russell, Lando Norris and others.


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