Seven-time world champion Lewis Hamilton may not have had things go his way over the past few seasons, but that has done little to alter his marketability in the sport.
The Mercedes driver is still involved in a number of commercial activities which have not gone down with diminishing returns on the circuit.
This was observed from up close by five-time Grand Slam winner and tennis icon Maria Sharapova, who was left speechless after seeing Hamilton’s entire pre-race routine.
Hamilton has been a permanent fixture in F1 ever since he made his debut in 2007.
His highly successful career as a racer coupled with his general idea of making the right moves commercially has meant Hamilton has considerable work to do with sponsors before lining up at any Grand Prix.
While some of these sponsors come as a result of Mercedes, many of them are present purely as Hamilton’s personal partners.
Sharapova is a noted celebrity who is close friends with Hamilton, but even she didn’t know just how many things he has to do before racing.
Sharapova herself was highly marketable while she was playing tennis and knows exactly how exhausting all these commitments can be.
However, the amount of work she saw Hamilton put in even took her by surprise, claiming that anyone else in his position would be completely ‘drained’ before even getting into the car.
In her mind, it only adds to the persona of Hamilton as despite all these things, he is still able to perform to such an elite level.
“At Formula One. I mean, what Lewis [Hamilton] is doing ahead of a race,” Sharapova said.
“I actually was in Miami and I saw some of his sponsor responsibilities and I just couldn’t believe the amount of events and interviews. And then how do you wake up and want to do your job? Beat someone when so much of your energy is drained?
“I think it just shows you when there is that individual and that star that wins over and over, how special it is because of everything else that they’ve also had to be responsible for.”
Among his various endorsements, Hamilton has a contract with Puma, Monster Energy, Sony, Boss, Bell Helmets, MV Agusta Motorcycles and IWC. These are apart from the ones that Mercedes brings in.