F1’s 6 highest earners on Instagram, ranked: Lewis Hamilton of Mercedes, Red Bull’s current world champion Max Verstappen and Sergio Pérez are up there, along with Ferrari’s Charles Leclerc
Wealthy, influential and wildly famous, it’s no surprise that Formula One drivers are a prime target for sponsors looking to get the word out about their products and services.
As drivers prepare for the next big race – the Australian Grand Prix, taking place between March 30 and April 2 at Albert Park Circuit in Melbourne – they add to their wealth with every mention of a sponsor on their social media posts about racing, training or merely the glamorous life they lead.
But how much do drivers like Lewis Hamilton and Max Verstappen get paid for a post on Instagram? Experts from Rant Casino analysed data from the Influencer Marketing Hub, a global resource on social media, to determine the earning potential of F1 drivers, taking into account their marketing power, number of followers, post engagement and post shares.
Here is a ranking of the six top-rated F1 racers on the social media power list.
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6. Sergio Pérez
Instagram followers: 5.5 million
Earnings per post: around US$18,400
It’s going to be a fiery F1 season as the Mexican Red Bull driver goes head-to-head with his teammate, Max Verstappen. Sergio Pérez, 33, has a relatively small but loyal fan following unsurprisingly dominated by fellow Mexicans. He has 5.5 million Instagram followers, with estimates putting his earning power at around US$18,400 per sponsored post.
His determination to make it to the F1 after he was banned from driving in Mexico as a teen, per British media, is the stuff dreams are made of. Reports also stated that, at 14, Pérez approached billionaire Carlos Slim to help fund his driving dreams and he’s since clawed his way into F1.
5. Lando Norris
Instagram followers: 6 million
Earnings per post: around US$20,000
Lando Norris’ estimated social media earnings are about US$20,000 per Instagram post. The Belgian-British driver competes under the British flag and made history in 2019 as the youngest ever British Formula One driver, per Autocar.
The 23-year-old was born in Bristol and has been linked to Ferrari and Red Bull. But the McLaren driver insists he is part of the team for the long haul, reports F1 Briefings. His net worth is estimated to be around US$25 million, according to multiple reports.
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4. Carlos Sainz Jr.
Instagram followers: 6.4 million
Earnings per post: around US$21,000
The 28-year-old Spanish Ferrari driver comes in at fourth place for potential earning power on social media. With 6.4 million followers on Instagram, Carlos Sainz is estimated to earn around US$21,000 per sponsored post. Multiple reports put his net worth at around US$47 million. According to Daily Star, his two-year contract with Ferrari signed in 2022 puts his salary at US$11.6 million per year for the next two seasons.
3. Max Verstappen
Instagram followers: 9.6 million
Earnings per post: up to US$32,500
According to Forbes, the Dutchman was the highest-paid F1 driver in 2022, earning a whopping US$60 million in salary, winnings and bonuses. Of that, it was estimated that he made around US$2 million from endorsement deals. In February, the 25-year-old announced a deal with Heineken, while other sponsors include Jumbo and G-star Raw.
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2. Charles Leclerc
Instagram followers: 10.3 million
Earnings per post: around US$34,000
Hailing from Monaco, Charles Leclerc was the second youngest driver to start from pole position in a Formula One race when he did so at the 2019 Bahrain Grand Prix. Since then, the 25-year-old has established himself as a worthy opponent, cementing his name as one of the most competitive drivers around.
1. Lewis Hamilton
Instagram followers: 32 million
Earnings per post: up to US$107,500
Mercedes driver and seven-time world champion Lewis Hamilton takes the No 1 spot as the F1 driver with the highest earning potential on social media.
According to Rant Casino, he could make up to US$107,500 per sponsored post. Forbes has called him the most marketable athlete in sports and estimated that he made US$55 million in winnings and US$8 million in endorsements in 2022.
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His top endorsement deals are with Mercedes-Benz, Tommy Hilfiger, Monster Energy and Puma. He’s also a fashionista and regularly promotes big brands and designers both on his socials and in the clothes he himself wears.
- Formula One drivers take home millions in salary and bonuses, but also earn big from sponsors such as Heineken, Richard Mille, Giorgio Armani, Tommy Hilfiger, Monster Energy and Puma
- McLaren’s Lando Norris was the youngest-ever British F1 driver, while Spain’s Carlos Sainz Jr. drives for Ferrari alongside Leclerc