In advance of this weekend’s Imola Grand Prix, Lewis Hamilton has inked a contract with a new business.
Hamilton is still one of the sport’s most marketable figures, despite the fact that the British driver hasn’t produced any results since his notorious 2021 matchup with Max Verstappen.
And now, AI-powered answer engine, Perplexity AI, has announced that are the latest big name to strike up a partnership.
This collaboration marks the company’s first venture into the world of sports sponsorship, as they look to capitalise on Hamilton’s worldwide appeal to step up its strategic expansion, reports SportsMint Media.
Hamilton appeal still strong
Perplexity vice president of business Ryan Foutty said: “Whilst we looked at a variety of options across the grid, it was very clear that Lewis Hamilton was the best partner for us.
“We see a great opportunity to grow awareness of Perplexity and its capabilities through Lewis’s reach.
“The helmet branding exposure is significant, and across his channels, he has a vast amount of fans who are really engaged and love following him.
“With all his success, he also stands for greatness and excellence, and those are brand values that we want people to associate with Perplexity – the faster you learn, the better equipped you are to pursue excellence in whichever domain you’re in for us.”
Hamilton, meanwhile, is hoping this weekend’s race at Imola will finally see him kickstart his Ferrari career after enduring a tough start to life since making the move from Mercedes.
The 40-year-old arrived at the Scuderia with a renewed energy following an underwhelming final few years at the Silver Arrows, but things haven’t gone to plan so far.
He is presently behind his Mercedes substitute, Kimi Antonelli, and teammate Charles Leclerc in the drivers’ rankings after finishing worse than eighth at the Miami Grand Prix last time out.
On multiple occasions this year, he has presented a depressed image, acknowledging that he is having difficulty figuring out what is wrong. As a result, some commentators have suggested that if things don’t get better quickly, he might decide to permanently leave the sport.
