But it’s still powered by something far simpler.
📍 ‘Money.’
And according to Sportico, Lewis Hamilton remains extremely good at collecting it.
The full story
Lewis Hamilton has been named among Sportico’s top 100 highest-paid athletes of 2025, sitting a rather elegant 11th overall — and still the highest-earning driver in Formula 1.
This, despite what can only be described as a nightmare debut season at Ferrari.
❖ Hamilton reportedly earned $100 million in total. Around $70m came from salary and performance-related income, with another $30m arriving via endorsements — proving that even when the results wobble, the brand remains immovable.
❖ Behind him sits Max Verstappen, ranked 15th with $83m. Notably, almost all of that came from racing itself — $75m in salary and winnings, and a comparatively modest $8m in endorsements. Verstappen, it seems, still prefers lap times to launch events.
❖ The new world champion, Lando Norris, arrives at 32nd, earning a combined $59m, split between driving and sponsorship. A very modern balance: competitive, likeable, and commercially irresistible.
❖ Further down, Oscar Piastri sneaks into 96th with $38m — a reminder that in Formula 1, even fourth place can buy you several houses.
Sportico notes these are estimates, including bonuses and off-track ventures — media, licensing, royalties, appearances. In other words, not just racing, but reputation.
Why it matters
Formula 1 drivers are no longer just athletes.
📍 ‘They are investment vehicles. Performance builds income, but personality sustains it — and Hamilton remains, quietly, the most valuable asset on the grid.’