Hamilton brand can commercialise at Mercedes

© Ubaid Parkar, 2 October 2012
© AP Photo/Alexander Zemlianichenko

Lewis Hamilton is set to raise his global profile after the British driver signed up to drive for Mercedes next season, according to a report by Reuters.

The news agency stated that the 27-year-old’s association with the German manufacturer, which is a “far bigger brand than McLaren globally” could play in the driver’s favour.

"The opportunities for him to have the Lewis Hamilton brand exposed and to become a figurehead for the company are that much greater," Joel Seymour-Hyde of sports marketing agency Octagon was quoted saying by Reuters.

"With Mercedes, part of the deal will be giving him much more flexibility over the commercial deals he can do for himself," he added referring to the endorsement prospects that Hamilton could not avail of at the British team.

Meanwhile, Hamilton’s replacement at McLaren, Sergio Perez, could too lead to several opportunities should he be competitive as he provides a leverage to the vast Mexican market.

"I'm not saying that ultimately there may not be other fresh partners coming forward because of it but that wasn't the motivating force," McLaren team principal Martin Whitmarsh said.

"We've got a tremendously strong partner line-up of investors, that's solid and we are confident and comfortable with that," he added.


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