Charles Leclerc Outshines Lewis Hamilton in Marketability, a Key Reason for Ferrari's Interest

Charles Leclerc has surpassed Lewis Hamilton in marketability, a ranking that highlights one of the core reasons Ferrari brought the F1 legend into their fold. While Hamilton's tenure with Ferrari has indeed boosted their marketing and sponsorship deals significantly, it seems the Monegasque driver has now taken the spotlight.

In 2025, Hamilton was celebrated as the most marketable athlete in the world by SportsPro, marking his return to the top of their rankings since his initial title win with Mercedes in 2014. Notably, he became the oldest person to hold this position and one of only a handful to do so twice. However, as of 2026, Hamilton has slid to 22nd place globally, with Leclerc now leading the F1 grid in marketability, ranking ninth overall. The list features other sports stars like Erling Haaland and Carlos Alcaraz, with tennis's Aryna Sabalenka securing the top spot.

Max Verstappen from Red Bull also made the list, albeit at 48th place. The shift in rankings is attributed partly to Hamilton's age, as the methodology considers the potential to sustain marketability over time. At 41, Hamilton’s long-term appeal faces scrutiny.

Chris Collins, president of North Star, the company behind SportsPro’s rankings, praised Leclerc for his strong brand equity, highlighting his compelling personal story and the premium brands associating with him. Despite the internal competition at Ferrari, Leclerc's rise in global appeal underscores why Ferrari's investment in both drivers is paying off in diverse ways.