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 .)

Ferrari chassis technical director Loic Serra is adamant Lewis Hamilton’s difficulties during the ground-effect era with Mercedes do “not scare” him, even though the Briton won only two races in three years.