Ferrari merchandise sales have jumped nearly 400 per cent off the back of Lewis Hamilton’s move to Maranello for the 2025 Formula 1 season. Data shared with City AM demonstrates the huge global appeal the seven-time world champion enjoys with F1 fans.

With F1’s current regulations now in their fourth year, the performance gaps that gave front-runners comfortable advantages are shrinking fast. Teams that were once struggling to keep pace have had enough time with these cars to catch up on the learning curve. (See: Ferrari and McLaren’s surge last year .)

The British F1 star has been taking Italian lessons, has his motorhome parked next to Enzo Ferrari’s house and is immersing himself in the culture of the Scuderia as he eyes a record-breaking eighth title this year.