Recent reports suggest a bizarre situation where Lewis Hamilton might sponsor himself when he joins Ferrari in 2025.

This sponsorship deal could happen between Hamilton as an F1 driver and as a businessman who launched his non-alcoholic agave spirit company, Almave.

In August, Pernod Ricard, one of the biggest wine and beverage firms in the world, purchased a small stake in Almave.

The Frenchman was planning to take over as Almave’s worldwide distributor. Furthermore, new brands would be launched under the Almave umbrella using the expertise and experience of the French corporation.

In his journal, Greenbook, F1 pundit Joe Saward reported that the alliance between the French giants and Hamilton’s business could lead to the seven-time world champion sponsoring himself at Ferrari.

He explained the partnership with Pernod Ricard and the aim to make Almave a global brand.

also-read-trendingTrending
“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,” Saward wrote.
“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,” he speculated.
Before the 2024 F1 season began, Ferrari announced that they had hired Lewis Hamilton as their permanent driver, replacing Carlos Sainz. This was one of the biggest news this year since Hamilton’s name has been synonymous with Mercedes for 12 long years. He won six of his seven world championships with Silver Arrows and will now aim for his record-breaking eighth title with the Italian giants.

Lewis Hamilton delighted to join forces with Pernod Ricard to globalize Almave
Lewis Hamilton expressed his delight after Pernod Ricard bought a minority stake in Almave and aimed to uplift the brand to global standards.

Speaking about the recent alliance in an official press release on Pernod Ricard’s website, Hamilton explained how he wanted to find partners in his business that would not compromise on his dreams for the company. He then announced the French giants as Almave’s official stakeholders and how they would help the brand reach more people around the globe.

“When I decided to embark on this project it was important to me to find partners who could help me realize my vision without compromise,” Hamilton said.
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,” he added.
As of now, neither Hamilton nor Ferrari have confirmed anything about Almave becoming the team’s sponsor through the driver.

Edited by Vaishnavi Iyer