HAMILTON
By Laura May, PA
3 November 2008
Press Association National
Newswire
English
(c)2008, The Press Association, All Rights Reserved
The sky is the limit for Lewis
Hamilton's earning potential, but only if he keeps winning races, a sports
brand consultant said.
His win has catapulted him into a
different commercial league and he is now attractive to the biggest
international brand, said Howard Robinson of EDP sports marketing.
"He can now lift himself into
the international league. He could lift himself into iconic status.
"It arguably puts him out of
the reach of parochial domestic brands because they won't be able to afford
him."
But he warned: "The challenge
for him is to keep winning and not to get side tracked by the commercial
benefits. If he has a terrible next season then his commercial worth won't be
destroyed but they would be damaged."
"He isn't quite in the Tiger
Woods league yet. Woods is almost considered unbeatable but there are other
drivers who still consider themselves on a par with Hamilton
"But if he wins another
championship, ideally back to back, then his earning potential is
infinite."
"There are plenty of champions
in sport today, there are very few icons; Woods, Federer, Phelps. Hamilton
"He has the whole package,
he's young, handsome and talented and, irritatingly, comes across as a really
nice guy. But one thing the brands might want to see more of is his
personality."
Hamilton
"He should leave his family, Team Hamilton as it were, to pick and choose the brands and concentrate on winning. If he does that then the commercial rewards will come naturally, more than he could ever need."
End
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