Lewis Hamilton's Role as F1's Leading Ambassador

Lewis Hamilton is redefining what it means to be a Formula 1 ambassador. He uses his platform to promote diversity, inclusion, and environmental responsibility, while also expanding F1's global appeal. Here’s a quick look at his impact:

• Diversity Initiatives: Launched the Hamilton Commission and Mission 44 to increase representation in motorsport and STEM fields. Key achievements include scholarships and career programs for underrepresented groups.
• Global Reach: Attracted 44% of new F1 fans in the U.S. and Asia, with his social media engagement outperforming team averages.
• Environmental Advocacy: Supports F1's goal of Net Zero Carbon by 2030, promoting sustainable practices both personally and within his team.
• Cultural Influence: Bridges F1 with fashion and entertainment, bringing in new audiences and reshaping the sport's identity.

Hamilton’s efforts go beyond racing, setting a new standard for athletes to drive meaningful change both on and off the track.

Tommy Hilfiger Announces Formula One World Champion Lewis Hamilton as Global Brand Ambassador

How Hamilton Grows F1's Worldwide Reach

Lewis Hamilton has played a major role in broadening Formula One's appeal across the globe. His ability to connect with diverse audiences has not only boosted the sport's popularity but also paved the way for partnerships that extend F1's influence far beyond the racetrack.

Bringing New Fans to F1

Hamilton's influence on Formula One's growing fanbase is undeniable. According to Nielsen Sports, 44% of new F1 fans in the United States and Asia credit their interest in the sport to drivers like Hamilton. This surge in fans aligns with his ongoing efforts to promote diversity and inclusion within motorsport. Between 2015 and 2021, F1 sponsorship media values rose by over 25%.

In 2021 alone, Mercedes saw a 26% increase in Instagram engagement in the U.S., with Hamilton's posts outperforming the team average by 34%. With over 34 million Instagram followers, Hamilton uses his platform to connect with fans worldwide, amplifying F1's reach.

"I'm always fighting for diversity. The sport needs to become more and more inclusive. We are working towards that. Obviously it's very diverse, the audience, from all over the world, but access and opportunity into the actual sport, it's not easy for people from different backgrounds to get in." - Lewis Hamilton

Hamilton's efforts go beyond growing viewership; he's helping redefine F1's identity, both culturally and commercially.

F1's Rise in Fashion and Entertainment

Hamilton has skillfully positioned Formula One at the crossroads of sport, fashion, and entertainment. His collaborations with luxury and lifestyle brands have introduced F1 to new audiences. For example, when Tommy Hilfiger partnered with Hamilton and Mercedes, their online sales jumped by 17% in 2019.

More recent partnerships continue to expand F1's presence in popular culture. In February 2025, Hamilton teamed up with Lululemon, marking a significant step in blending athletic performance with lifestyle appeal. This collaboration goes beyond merchandise, focusing on product innovation and global advocacy efforts.

"With F1 becoming more popular around the world but particularly in the US, I think the fashion world has realized the potential the sport has to reach global audiences." - Lewis Hamilton

The sport's growing connection to fashion and entertainment is reflected in the changing demographics of its fanbase. Today, 41% of F1 fans are women, a notable shift from its traditionally male-dominated audience.

Here’s a snapshot of Hamilton's impact on F1's growth:

Through his partnerships and cultural initiatives, Hamilton has not only expanded F1's audience but also reshaped how the sport is perceived. By bridging the worlds of racing, fashion, and entertainment, he has opened up new avenues for engagement, making Formula One more accessible and appealing to a broader audience.

Making F1 More Diverse and Inclusive

Lewis Hamilton is leaving a legacy that extends far beyond the track, spearheading initiatives aimed at transforming the demographics of motorsport.

Mission 44: Goals and Progress

Through Mission 44, Hamilton is driving social change by opening doors for underserved youth. This foundation works with strategic partners to offer opportunities in education and careers, especially in STEM fields.

In May 2025, Mission 44 teamed up with HP to provide technology access, mentorship, and training for young people in Miami and the UK. Collaborations with organizations like America on Tech and Miami EdTech further strengthen this effort, focusing on career development for youth.

The foundation's impact can be seen in several key programs:

"Despite the championships, the wins, and the pole positions, setting up Mission 44 has been my proudest achievement so far."

• Lewis Hamilton

These milestones highlight the foundation's role in reshaping motorsport and paving the way for systemic changes in Formula One.

Pushing for Change in F1

Hamilton’s efforts through Mission 44 have also influenced broader reforms within Formula 1. A 2021 report from The Hamilton Commission revealed that Black representation in the sport was less than 1%, sparking a wave of initiatives.

Since then, Formula 1’s governing bodies have implemented several impactful measures:

• Offering fully funded engineering scholarships for underrepresented groups
• Creating new apprenticeships and internships across teams
• Partnering with Teach First to launch "STEM from Black", aimed at recruiting more Black STEM teachers

"The sport is fiercely competitive, and we're all committed to employing the very best talent. We know from The Hamilton Commission report that there are opportunities for us to work collectively to both find and nurture that talent, and across the sport significant change has already been put in place."

• Stefano Domenicali, President & CEO of Formula 1

Mission 44, in partnership with the Mercedes-AMG PETRONAS F1 Team, has also introduced over 50 young people to motorsport careers at Silverstone, with plans to expand these efforts globally.

"Young people from underserved backgrounds have lacked representation in Formula 1, motorsport or the wider STEM industry."

• Jason Arthur, CEO Mission 44

Hamilton's Push for Green Racing

Lewis Hamilton's global reach isn't just about racing anymore - he's now a driving force behind Formula 1's shift toward greener practices. As an advocate for environmental responsibility, Hamilton is playing a pivotal role in steering the sport toward a more sustainable future.

Making F1 More Eco-Friendly

Hamilton's efforts align closely with Formula 1's ambitious goal of achieving Net Zero Carbon by 2030. The sport has already made strides, with a 13% reduction in its carbon footprint since 2018. These achievements are the result of targeted initiatives aimed at reducing environmental impact.

"Sustainability is one of the most important factors to us not only as a sport, but as a business. It is no longer enough for us to simply deliver great action and wheel-to-wheel racing on the track, we need to ensure that we are doing so in a sustainable way so our sport can thrive long into the future." - Stefano Domenicali, President & CEO, Formula 1

These initiatives underscore how Hamilton's advocacy complements the sport's broader sustainability goals.

Leading by Example

Hamilton's environmental commitment extends beyond the racetrack, influencing his own team and personal lifestyle. Within the Mercedes-AMG PETRONAS F1 Team, his leadership has driven several impactful changes:

• The team became the first global sports organization to invest in sustainable aviation fuel (SAF), saving 6,695 tCO2e.
• European logistics emissions were cut by 67% through the use of HVO100 biofuel in freight trucks.
• Plastic reduction measures were implemented across team facilities.
• Hamilton also advocated for non-leather interior alternatives in Mercedes vehicles.

On a personal level, Hamilton has taken bold steps to lower his own carbon footprint. He eliminated single-use plastics, reduced air travel, and adopted a plant-based diet.

"I'm trying to make sure that by the end of the year I'm carbon neutral. I don't allow anyone in my office, but also within my household, to buy any plastics. I want everything recyclable, down to deodorant, down to toothbrush, all these kind of things." - Lewis Hamilton

His sustainability efforts even extend to his partnership with Tommy Hilfiger, where his clothing line incorporates eco-friendly materials.

Conclusion: Hamilton's Long-Term Impact on F1

Main Results of Hamilton's Work

Lewis Hamilton's influence stretches far beyond his dominance on the track. His efforts have sparked changes in diversity, global appeal, brand growth, and environmental efforts within Formula 1. These contributions have reshaped the sport, particularly in representation and inclusion.

One standout achievement is the creation of F1's Diversity & Inclusion Charter, built on four key principles: Attract, Retain, Create, and Engage. This initiative addresses the historically low levels of representation in the sport's workforce.

These milestones highlight Hamilton's pivotal role in driving F1 toward a more inclusive and socially responsible future.

What's Next for F1 Ambassadors

Hamilton has reshaped what it means to be an F1 ambassador. By championing diversity, expanding the sport's global reach, and pushing for environmental progress, he has set a new benchmark for drivers to engage with broader societal issues while excelling on the track.

"I am a representative for all those who feel they don't have a voice. There are many people who feel they don't have a voice and look at the sport and feel it isn't for them." - Lewis Hamilton

His legacy challenges teams and drivers to take on greater social and environmental responsibilities. This is already reflected in F1's commitment to achieving carbon neutrality by 2030 and its growing focus on inclusion initiatives.

Looking ahead, future F1 ambassadors will need to embrace a more dynamic role, balancing:

• Active involvement in social and environmental initiatives
• Building partnerships that go beyond motorsport
• Contributing to policy changes within the sport

Hamilton has shifted F1's identity from being just a high-speed competition to a platform for meaningful change. His example sets a high standard for the next generation of drivers and team leaders, ensuring that F1 continues to evolve as a force for positive impact.

FAQs

How has Lewis Hamilton's work for diversity and inclusion changed Formula 1?

Lewis Hamilton has been a powerful advocate for diversity and inclusion in Formula 1, driving real progress in the sport. As F1's first Black driver, he has consistently used his influence to challenge systemic barriers and push for opportunities for underrepresented communities. In 2021, he launched the Hamilton Commission, an initiative that highlighted gaps in diversity within motorsport and proposed actionable strategies to close them.

His work has inspired efforts like the Diversity and Inclusion Charter, backed by all F1 teams, which aims to recruit and retain talent from a variety of backgrounds. Hamilton’s commitment has not only sparked vital discussions but has also resulted in tangible steps toward making Formula 1 more inclusive and representative for future generations.

What steps has Lewis Hamilton taken to support environmental sustainability in Formula 1?

Lewis Hamilton has taken bold steps to push for a greener future, both within Formula 1 and in the wider world. One of his key initiatives has been promoting plant-based diets, highlighting veganism as a practical way to lower environmental impact. He’s also played a pivotal role in motivating his team, Mercedes, to prioritize sustainability - a mission they achieved by becoming carbon neutral in 2020.

Beyond racing, Hamilton backs eco-conscious businesses, investing in companies that produce environmentally friendly products. He’s also a vocal supporter of Formula 1’s plan to transition to 100% sustainable fuels by 2026. Through public campaigns and events, Hamilton consistently speaks out about climate change, inspiring fans and industry leaders alike to embrace meaningful change.

How has Lewis Hamilton helped grow Formula 1's popularity, especially in the United States and Asia?

Lewis Hamilton has been a driving force behind Formula 1's growing popularity around the world, especially in the United States and Asia. With an illustrious career that includes seven world championships and a long list of race wins, Hamilton has brought F1 into the spotlight in regions where other sports have traditionally dominated. His success has coincided with a surge in U.S. television ratings and an increasing fan base across Asia.

But Hamilton's impact goes beyond racing. His dedication to activism and promoting diversity has made him a powerful role model, especially for younger generations. By speaking out on issues of inclusivity and using his platform to advocate for social change, he’s connected with fans who admire not just his skills on the track but also his purpose off it. This combination of athletic achievement and meaningful advocacy has positioned him as a key figure in Formula 1's efforts to expand into new markets.

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