F1 Rumor: Lewis Hamilton will ‘sponsor himself’ in mega deal with Ferrari

Formula 1 journalist Joe Saward reports that Lewis Hamilton may be planning to “sponsor himself” through his non-alcoholic tequila brand, Almave, when he joins Ferrari in 2025. As a result, Ferrari’s 2025 car could sport Almave decals on it. 

Revealing that the seven-time Formula 1 champion’s non-alcoholic tequila brand could be a Ferrari sponsor next year, Saward stated in his Green Notebook:

“One interesting rumour in the Singapore paddock was that Lewis Hamilton might end up sponsoring himself at Ferrari. OK, that sounds a bit odd, but in August the giant French Pernod Ricard company, the second largest wine and spirits company in the world, bought into a non-alcoholic tequila brand called Almave, which just happens to be owned by a certain L Hamilton, in league with the Copper firm, which used to manage him and a Mexican distillery called Casa Lumbre.

“The goal of the alliance with Pernod Ricard was to use the French firm for global distribution and to tap into its experience in building up new brands. The word is that Almave might be signed as a Ferrari sponsor next year.”

Just a few weeks ago, the 39-year-old Mercedes driver disclosed the new collaboration with Pernod Ricard. Speaking on the new partnership, Hamilton stated:

“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.”

Additionally, Alexandre Ricard, chair and CEO of Pernod Ricard stated:

“With Almave, Lewis Hamilton and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste, and positioning. Agave is a highly sought-after category across the world.

“Having a non-alcoholic proposition in our premium portfolio that pays full tribute to the craft and savoir-faire of its traditional distillation makes it a true gem.”

In February, Hamilton confirmed his move to Ferrari, marking a significant shift in his Formula 1 journey. After 11 years and six championship victories with Mercedes, Hamilton decided to leave the team following its challenges in the ground effect era. He now aims to claim his elusive eighth title with Ferrari.