{"id":4946,"date":"2022-10-11T08:30:44","date_gmt":"2022-10-11T07:30:44","guid":{"rendered":"https:\/\/50mm.sportspromedia.com\/?p=4946"},"modified":"2022-10-18T10:32:51","modified_gmt":"2022-10-18T09:32:51","slug":"50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc","status":"publish","type":"post","link":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/","title":{"rendered":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers?"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t

The 13th edition of SportsPro\u2019s 50 Most Marketable (50MM) Athletes list features more Formula One drivers than ever before. While the criteria used to determine 50MM has evolved over time, competitors from the global motorsport series have been a mainstay throughout its history, with Lewis Hamilton topping the ranking in 2014.<\/b><\/span><\/p>\n

Yet the fact that ten per cent of the athletes on this year\u2019s 50MM list are from a historically niche sport – only soccer and tennis have more representatives than motorsport – reflects well on Formula One\u2019s efforts in recent years to better showcase the personalities of those behind the wheel.<\/p>\n

It also speaks to the changing face of athlete marketability. This year\u2019s list, which was developed in collaboration with NorthStar Solutions Group, was generated using methodology that took into account a wide range of factors – spanning data analysis, social media monitoring, economic valuations and real-world consumer insights.<\/p>\n

The reasons behind the number of Formula One drivers in this year\u2019s 50MM list are therefore nuanced, but it\u2019s hard to ignore the impact of Netflix\u2019s Drive to Survive documentary. While not an all-conquering revolution in sports content, the show has provided fans with unparalleled access to the sport, and the global motorsport series has been reaping the rewards ever since it debuted in 2019.<\/p>\n

However, it\u2019s impossible to talk about the success of Drive to Survive without also looking at the drivers who have been placed in the limelight as a result of it. No longer hidden behind race helmets, more and more of the racers are becoming household names, which is evidenced by the fact that five drivers make this year\u2019s 50MM list.<\/p>\n

All of the Formula One representatives come from the top three teams, with Hamilton and George Russell of Mercedes featuring alongside Red Bull\u2019s Max Verstappen and Sergio P\u00e9rez and Ferrari\u2019s Charles Leclerc.<\/p>\n

Unlike in the 2022 world championship standings, Leclerc is ranked above Verstappen in terms of marketability, with the Monegasque placing 25th in the list, eight places ahead of the reigning world champion. In 33rd, Verstappen just pips Russell and his teammate P\u00e9rez, who rank 35th and 36th respectively.<\/p>\n

Interestingly, despite recently being crowned champion of the sport for a second time and with his popularity seemingly at an all-time high, Verstappen not only has the lowest brand strength of all the Formula One drivers on the list, but also of every individual that appears in this year\u2019s 50MM ranking.<\/p>\n

It goes to show that marketability in Formula One is about more than championships alone.<\/p>\n

Driving change<\/h3>\n

In terms of genuine global recognition, it\u2019s hard to look past the highest-placed Formula One driver in this year\u2019s 50MM list. Ranked third of all athletes \u2013 behind only soccer icon Cristiano Ronaldo and tennis legend Serena Williams \u2013 Hamilton has an overall marketability score of 64.58 out of 100.<\/p>\n

Most notably, the Brit is the only athlete on the list to receive a maximum score of 20 out of 20 for brand strength, which illustrates the value he offers to partners such as Tommy Hilfiger, Monster Energy and UBS, as well as Qualcomm, L\u2019Oreal and IWC.<\/p>\n

What\u2019s important to note is that Hamilton\u2019s appeal to brands is twofold. While statistically the greatest driver of all time with seven world titles and 103 career wins to his name, his impact now stretches far beyond the race track. As his time in the sport has grown, so too has his confidence in speaking out about important social issues such as racial inequality and sustainability.<\/p>\n

Indeed, as Formula One\u2019s only Black driver, Hamilton has taken it upon himself to lead the fight against racism in the sport, encouraging his fellow competitors to take the knee before races and displaying messages in support of the Black Lives Matter (BLM) movement on his helmet and other items of clothing.<\/p>\n

One of Hamilton\u2019s more powerful protests came at the 2020 Tuscan Grand Prix, when he wore a T-shirt displaying the message: \u2018Arrest the cops who killed Breonna Taylor\u2019. Shortly after that statement at Mugello, the International Automobile Federation (FIA) announced all drivers were required to wear their race suits closed up to the neck during post-race procedures, illustrating the challenge Hamilton faces even within his own sport.<\/p>\n

If anything, though, it has only made Hamilton more determined in his campaign for greater diversity, and it could be argued that this crusade has become the most important aspect of his racing career, superseding on-track success. The 37-year-old was instrumental in the publication of the Hamilton Commission, an in-depth study on diversity in motorsport, and is working with his Mercedes team to create employment opportunities for individuals from under-represented groups.<\/p>\n

Hamilton\u2019s mission is something that resonates with brands, especially at a time when businesses are looking to incorporate more purpose into their marketing. That can sometimes be a fine line to tread, but there are few ambassadors better placed to speak about topics like diversity and inclusion than Hamilton, who over his career has also shown a willingness to take an active role in collaborating with his partners.<\/p>\n

His efforts have been amplified by sponsors such as Swiss watch brand IWC, which last year ran a campaign focusing on Hamilton\u2019s evolution from a \u2018driver of the fastest cars\u2019 to a \u2018driver of change\u2019.<\/p>\n

On the sustainability front, meanwhile, his work with fashion brand Tommy Hilfiger has centred around clothing lines made from recycled materials.<\/p>\n

The Twitch generation<\/h3>\n

While Hamilton\u2019s on-track success and social activism has helped him transcend the sport in which he competes, there is now a younger crop of digital-savvy drivers who have been willing to embrace different platforms in order to engage with a larger audience. Formula One, too, has pioneered a series of digital initiatives since Liberty Media\u2019s takeover that have helped raise the profile of its competitors throughout the grid.<\/p>\n

The most obvious example is the aforementioned Drive to Survive. When the Netflix docuseries first became available to viewers in 2019, the top two teams at the time \u2013 Mercedes and Ferrari \u2013 refused to take part in filming. This meant Netflix had to focus on other teams, giving the likes of Red Bull more initial screen time. Back then, Leclerc also benefitted from driving for Sauber, meaning he was included from the very first season before his switch to Ferrari the following year. When Russell entered the sport in 2019, he was also featured extensively in the docuseries while driving for backmarker Williams.<\/p>\n

While this gave certain drivers an initial platform, one of the first times they were able to share unfiltered versions of themselves was during the pandemic. As sport across the world paused, Formula One launched a virtual Grand Prix series, which gave viewers a glimpse into the passion for gaming shared by the championship\u2019s so-called \u2018Twitch generation\u2019 of racers. It not only served to keep up engagement with fans, but also allowed viewers to see how the drivers interact with each other when they\u2019re away from the serious business of the race track.<\/p>\n

If nothing else, it made some of the sport\u2019s up-and-coming drivers more relatable by demonstrating that even Formula One\u2019s elite athletes share the same interests as other people in their early 20s.<\/p>\n

The most active was British driver Lando Norris, who does not feature on this year\u2019s 50MM list but at the time of writing sits at 1.3 million followers on Amazon-owned Twitch. However, the likes of Leclerc, who has 824,000 followers, and Russell, whose count stands at 248,000, saw their followings increase as they started to engage with an audience outside of Formula One\u2019s core fanbase.<\/p>\n

Twitch\u2019s audience naturally skews younger, so the presence of Leclerc and Russell \u2013 who themselves are still under 25 – on the platform is likely appeal to brands looking for ways to reach the highly sought-after Gen Z demographic.<\/p>\n

That engagement with digital communities should therefore serve both drivers well as they build out their endorsement portfolios, with Leclerc already serving as the face of Giorgio Armani\u2019s \u2018Made to Measure\u2019 campaign in 2020.<\/p>\n

National pride<\/h3>\n

The reasons for 32-year-old P\u00e9rez\u2019s inclusion in this year\u2019s 50MM list might not be immediately obvious, especially when compared with Hamilton\u2019s far-reaching activism and the way some of the younger drivers are connecting with fans through gaming.<\/p>\n

However, his marketability score is less than two points off that of his Dutch teammate Verstappen. This is despite having a social media following that only betters Russell from the top three teams \u2013 the McLaren pairing of Norris and Daniel Ricciardo also exceed the Mexican\u2019s numbers.<\/p>\n

So what makes P\u00e9rez so marketable? There is significant national interest in the 32-year-old, something afforded to Formula One drivers hailing from countries that rarely see representatives from their shores. The last Mexican to win a race before P\u00e9rez was Ricardo Rodr\u00edguez in the 1960s, and there have only been six Mexican Formula One drivers in history.<\/p>\n

The fervent support that turns out at Aut\u00f3dromo Hermanos Rodr\u00edguez to watch the Mexican Grand Prix demands a home hero, and they now have one in a race-winning car. Perez\u2019s Mexican roots can also be seen in the commercial support he receives, whether it be from long-term partner Am\u00e9rica M\u00f3vil, a telecommunications company based in Mexico City, or his most recent commercial deal with the Patr\u00f3n Tequila brand.<\/p>\n

A similar trend can be seen with Verstappen, who benefits from great support from the \u2018Orange Army\u2019 in his home country. It\u2019s therefore no surprise to find that a number of his endorsement deals are with Dutch brands such as Jumbo Supermarkets, which likely sees partnering with the 25-year-old as an opportunity to connect with his highly engaged domestic following.<\/p>\n

Verstappen also has a partnership with streaming platform Viaplay, the new home of Formula One in the Netherlands, which is creating an exclusive documentary about the Dutchman\u2019s rise to becoming world champion. The series is set to premiere between the end of the current Formula One season in November and the beginning of the 2023 campaign.<\/p>\n

F1 reigns supreme<\/h3>\n

For all the talk of how many Formula One drivers feature in this year\u2019s 50MM list, representatives from other motorsport series are conspicuous by their absence.<\/p>\n

Whether it be Marc Marquez or Bubba Wallace Jr, the likes of MotoGP, Nascar, IndyCar and others would all claim that they too boast athletes who are deserving of a place in the ranking.<\/p>\n

Individuals from those series have featured in the past, but this year\u2019s 50MM list shows that Formula One continues to lead the way in motorsport when it comes to producing globally marketable athletes.<\/p>\n

And as the series\u2019 following continues to rise, that probably shouldn\u2019t be expected to change anytime soon.<\/p>\n

To find out more about the 50 Most Marketable Athletes, including the full ranking, methodology and further insights, click here<\/a>.<\/i><\/b>
<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Only soccer and tennis can lay claim to more representatives than motorsport in this year\u2019s list of SportsPro\u2019s 50 Most Marketable Athletes. With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in Formula One. […]<\/p>\n

Read More…<\/a><\/p>\n

<\/p>\n","protected":false},"author":20,"featured_media":4954,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69,38],"tags":[106,117,107,118,108,119,109,120,110,121,111,112,113,114,100,115,105,116],"acf":[],"yoast_head":"\nBehind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable<\/title>\n<meta name=\"description\" content=\"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable\" \/>\n<meta property=\"og:description\" content=\"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\" \/>\n<meta property=\"og:site_name\" content=\"SportsPro's 50 Most Marketable\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-11T07:30:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-18T09:32:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cian Brittle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cian Brittle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\"},\"author\":{\"name\":\"Cian Brittle\",\"@id\":\"https:\/\/50mm.sportspro.com\/#\/schema\/person\/c4df9ad8f3c1da455c07dc29e12262ef\"},\"headline\":\"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers?\",\"datePublished\":\"2022-10-11T07:30:44+00:00\",\"dateModified\":\"2022-10-18T09:32:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\"},\"wordCount\":1842,\"publisher\":{\"@id\":\"https:\/\/50mm.sportspro.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\",\"keywords\":[\"50MM\",\"Red Bull\",\"F1\",\"IWC\",\"Charles Leclerc\",\"Tommy Hilfiger\",\"Max Verstappen\",\"Viaplay\",\"George Russell\",\"Giorgio Armani\",\"Sergio Perez\",\"Twitch\",\"Netflix\",\"Drive to Survive\",\"Lewis Hamilton\",\"Mercedes\",\"50 most marketable athletes\",\"Ferrari\"],\"articleSection\":[\"Athletes\",\"Analysis\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\",\"url\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\",\"name\":\"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable\",\"isPartOf\":{\"@id\":\"https:\/\/50mm.sportspro.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\",\"datePublished\":\"2022-10-11T07:30:44+00:00\",\"dateModified\":\"2022-10-18T09:32:51+00:00\",\"description\":\"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.\",\"breadcrumb\":{\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage\",\"url\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\",\"contentUrl\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg\",\"width\":750,\"height\":450},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/50mm.sportspro.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/50mm.sportspro.com\/#website\",\"url\":\"https:\/\/50mm.sportspro.com\/\",\"name\":\"SportsPro's 50 Most Marketable\",\"description\":\"Now in its 11th year, SportsPro\u2019s 50 Most Marketable (50MM) platform enables sports marketers to make sponsorship decisions more quickly and intelligently through the application of in-depth data analysis, advanced social media monitoring, and real-world consumer insights.\",\"publisher\":{\"@id\":\"https:\/\/50mm.sportspro.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/50mm.sportspro.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/50mm.sportspro.com\/#organization\",\"name\":\"SportsPro's 50 Most Marketable\",\"url\":\"https:\/\/50mm.sportspro.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/50mm.sportspro.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2020\/09\/SP_50MM-NorthStar-2023.png\",\"contentUrl\":\"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2020\/09\/SP_50MM-NorthStar-2023.png\",\"width\":2157,\"height\":427,\"caption\":\"SportsPro's 50 Most Marketable\"},\"image\":{\"@id\":\"https:\/\/50mm.sportspro.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/50mm.sportspro.com\/#\/schema\/person\/c4df9ad8f3c1da455c07dc29e12262ef\",\"name\":\"Cian Brittle\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/50mm.sportspro.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/bc63de4aa9bfc068cdf16e209157fdd8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/bc63de4aa9bfc068cdf16e209157fdd8?s=96&d=mm&r=g\",\"caption\":\"Cian Brittle\"},\"url\":\"https:\/\/50mm.sportspro.com\/author\/cbrittle\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable","description":"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/","og_locale":"en_GB","og_type":"article","og_title":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable","og_description":"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.","og_url":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/","og_site_name":"SportsPro's 50 Most Marketable","article_published_time":"2022-10-11T07:30:44+00:00","article_modified_time":"2022-10-18T09:32:51+00:00","og_image":[{"width":750,"height":450,"url":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","type":"image\/jpeg"}],"author":"Cian Brittle","twitter_card":"summary_large_image","twitter_image":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","twitter_misc":{"Written by":"Cian Brittle","Estimated reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#article","isPartOf":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/"},"author":{"name":"Cian Brittle","@id":"https:\/\/50mm.sportspro.com\/#\/schema\/person\/c4df9ad8f3c1da455c07dc29e12262ef"},"headline":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers?","datePublished":"2022-10-11T07:30:44+00:00","dateModified":"2022-10-18T09:32:51+00:00","mainEntityOfPage":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/"},"wordCount":1842,"publisher":{"@id":"https:\/\/50mm.sportspro.com\/#organization"},"image":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage"},"thumbnailUrl":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","keywords":["50MM","Red Bull","F1","IWC","Charles Leclerc","Tommy Hilfiger","Max Verstappen","Viaplay","George Russell","Giorgio Armani","Sergio Perez","Twitch","Netflix","Drive to Survive","Lewis Hamilton","Mercedes","50 most marketable athletes","Ferrari"],"articleSection":["Athletes","Analysis"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/","url":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/","name":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers? - SportsPro's 50 Most Marketable","isPartOf":{"@id":"https:\/\/50mm.sportspro.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage"},"image":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage"},"thumbnailUrl":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","datePublished":"2022-10-11T07:30:44+00:00","dateModified":"2022-10-18T09:32:51+00:00","description":"With the 50MM ranking now out in the open, the BlackBook looks at some of the reasons behind the increasing marketability of drivers in F1.","breadcrumb":{"@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#primaryimage","url":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","contentUrl":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2022\/10\/50-most-marketable-athletes-F1-Lewis-Hamilton-Charles-Leclerc-Max-Verstappen-e1665740196827.jpg","width":750,"height":450},{"@type":"BreadcrumbList","@id":"https:\/\/50mm.sportspro.com\/analysis\/2022\/50-most-marketable-athletes-f1-lewis-hamilton-max-verstappen-charles-leclerc\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/50mm.sportspro.com\/"},{"@type":"ListItem","position":2,"name":"Behind the helmet: What makes the likes of Hamilton, Verstappen and Leclerc F1\u2019s most marketable drivers?"}]},{"@type":"WebSite","@id":"https:\/\/50mm.sportspro.com\/#website","url":"https:\/\/50mm.sportspro.com\/","name":"SportsPro's 50 Most Marketable","description":"Now in its 11th year, SportsPro\u2019s 50 Most Marketable (50MM) platform enables sports marketers to make sponsorship decisions more quickly and intelligently through the application of in-depth data analysis, advanced social media monitoring, and real-world consumer insights.","publisher":{"@id":"https:\/\/50mm.sportspro.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/50mm.sportspro.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/50mm.sportspro.com\/#organization","name":"SportsPro's 50 Most Marketable","url":"https:\/\/50mm.sportspro.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/50mm.sportspro.com\/#\/schema\/logo\/image\/","url":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2020\/09\/SP_50MM-NorthStar-2023.png","contentUrl":"https:\/\/50mm.sportspro.com\/wp-content\/uploads\/2020\/09\/SP_50MM-NorthStar-2023.png","width":2157,"height":427,"caption":"SportsPro's 50 Most Marketable"},"image":{"@id":"https:\/\/50mm.sportspro.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/50mm.sportspro.com\/#\/schema\/person\/c4df9ad8f3c1da455c07dc29e12262ef","name":"Cian Brittle","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/50mm.sportspro.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/bc63de4aa9bfc068cdf16e209157fdd8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/bc63de4aa9bfc068cdf16e209157fdd8?s=96&d=mm&r=g","caption":"Cian Brittle"},"url":"https:\/\/50mm.sportspro.com\/author\/cbrittle\/"}]}},"_links":{"self":[{"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/posts\/4946"}],"collection":[{"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/comments?post=4946"}],"version-history":[{"count":14,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/posts\/4946\/revisions"}],"predecessor-version":[{"id":5165,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/posts\/4946\/revisions\/5165"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/media\/4954"}],"wp:attachment":[{"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/media?parent=4946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/categories?post=4946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/50mm.sportspro.com\/wp-json\/wp\/v2\/tags?post=4946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}