Look at the date and time of this blog. 

It is dated one day before President Obama was elected as the new leader of USA.  Why such confidence in my prediction?  I just feel it in my bones – not just because of Mr Obama’s tenacity but also, thanks to a change in the air helped in no small part by a remarkable young man from an unremarkable English town called, Stevenage.

At the tender age of 23 Lewis Hamilton has become the world’s youngest Formula 1 world champion.  That’s great news for him.  Terrific news for his father, Anthony who coached him.  Inspiring news for the black community and outstanding news for his bank manager who can anticipate sponsorship earnings in excess of one billion dollars.

Brands hatched

The headline grabbing ‘$1bn price tag’ has been estimated by Forbes magazine.  According to Sports Illustrated, Hamilton’s earnings to date are around £17 million (sterling).  David Beckham is worth up to £31million.  Tiger Woods is worth around £72 million.  (In 2004 alone, David Beckham brand endorsements were worth approx. £17.3million).

Currently Hamilton has a branding contract with McLaren worth £75million over five years.  His endorsement for Reebok is reportedly worth around £20million.  According to the Sunday Times Rich List, Hamilton shares the same wealth ranking as Cristiano Ronaldo (15^th place).  With brands waiting in the wing to present their business cards, he can shortly expect an even higher grid position in the rich-race.

As part of his racing team, Hamilton also sponsors Vodafone, Santander, Johnny Walker, Mobil, Boss and FedEx.  He also has a deal with Bombardier jets, which he occasionally uses for private flights.  Rumours have it that his management is also in discussions with Sony and Pepsi.

Young gift and British

So what makes Hamilton so valuable to brands?  In three words: talent, age and glamour. 

Hamilton’s driving skills are beyond reproach – and it is promised that the best is yet to come.  The credit crises means that brands have to be especially careful about who or what they invest in.  Hamilton is no ‘one-lap’ kid.  His father, Anthony, has groomed him from a tender aged for greatness.  His youth offers a great unfolding story that, even in its first chapters has kept the press turning the pages to see what comes next.  That’s nectar for global corporate brands, especially in the banking and oil sectors which have taken a perception beating from the public and now are desperate to be associated with glamorous, yet accessible world-stage sports like Formula 1 racing. 

With David Beckham slowly but steadily approaching the end of his active football playing years, Hamilton is primed to become the next celebrity idol for the gossip magazines to paw and ponder over.  The breathtaking rise to almost winning the championship last year and then finally taking the crown this year is compelling copy for magazine editors.  His relationship with Pussycat Dolls singer, Nicole Scherzinger, has already drawn comparisons with ‘Posh and Becks’.  So far that has seen photos in the press of the couple hand in hand in Paris, at Mandela’s 90^th birthday party and of course the Monaco Grand Prix.  All his provides brands with an even broader audience appeal than petrol-heads at noisy race-meets.  Add to the mix his investment in a glamorous hotel complex in Grenada and his Swiss home retreat – and you have the perfect marketing celebrity ingredients of intrigue, personality and status. 

The last racing driver to even come several laps close to Hamilton’s branding power potential would be someone like Schumaker who became a one-man brand selling everything from his own sunglasses to branded dolls and games and believe it or not –a branded vacuum cleaner!

Much has been made of the fact that Hamilton is mix-raced.  That has given communities of all ethnicities something to sing in praise of.  His skin colour also gives credit to a multi-racial, global Great Britain which, at last, has a young man it can present to the greater community as being more interested in the twists and turns of the race-track rather than twirls and tumbles of being politically stereotyped as either a Chav or Hoodie.

Realising the dream

Which brings me to President Obama:  Another brand hero in the making.  Again, compared to his predecessors, he is the young new kid on the block.  Apart from right or left-wingers – Obama appeals to everyone looking for what people suffering in a recession need in copious amounts – hope.

It seems that the world has reached a critical tipping point that demands change and vitality.

In both cases, providing Messrs Hamilton and Obama stick to what they know best – negotiating the road ahead with skill and tenacity, in terms of their brand personas, the future looks like being a thrilling and profitable ride for all – in more ways than one.

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