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By Emanuele Venturoli| Posted February 28, 2023 | In Formula 1, Formula1
Formula 1 is a high-octane, adrenaline-fueled world that captivates millions of fans globally. With thrilling races and high-performance cars, it’s no wonder that the drivers are at the center of this spectacle. As the superstars of the sport, Formula 1 drivers command impressive salaries and benefit from lucrative sponsorship deals. But just how much do these speed demons earn to drive their multi million dollar cars? Who are the highest paid drivers? In this article, we’ll delve into the world of F1 driver earnings, using various sources to provide a comprehensive understanding of their income.
Formula 1 drivers earn a significant portion of their income from their base salaries, which can vary widely depending on factors such as experience, team, and individual performance. Verstappen is on a 65 million $ wage while seven-time world champion Lewis Hamilton has an estimated base salary of $60 million per year. In contrast, rookie drivers or those driving for smaller teams may earn as “little” as $1 million annually.
It’s important to note that these figures may not be entirely accurate, as teams and drivers often keep the exact details of their contracts confidential. Nevertheless, these estimates provide a general idea of the vast range in F1 driver salaries.
On top of their base salaries, Formula 1 drivers can also earn substantial performance bonuses. These bonuses are typically linked to race wins or podiums, championship points, or achieving specific targets set by the team [3]. For example, in 2018, future world champion Max Verstappen, reportedly received a $25,000 bonus for every point he scored in the drivers’ championship [4].
Bonuses serve as an incentive for drivers to consistently deliver strong results, as their total income can increase substantially based on their on-track success.
Sponsorship and endorsement deals are another significant income stream for Formula 1 drivers. As high-profile athletes, they have the opportunity to partner with various brands, promoting their products and services in exchange for lucrative fees [5]. For instance, Lewis Hamilton, one of the highest paid drivers, has endorsement deals with brands such as Tommy Hilfiger, Lulu Lemon, Celsius and Almave which contribute millions of dollars to his annual earnings.
Less established drivers or those competing for smaller teams may not have the same level of exposure or earning potential from sponsorships. However, they can still benefit from smaller deals that supplement their income.
Many top Formula 1 drivers also earn money through the sale of personal merchandise and licensing their name or image for use in products and marketing campaigns [7]. This can include branded clothing, accessories, or even video games featuring their likeness.
While this income stream may be less significant than base salaries or sponsorship deals, it can still contribute to a driver’s overall earnings, particularly for those with a strong personal brand and fan following.
Formula 1 teams receive a share of the sport’s annual prize fund, which is based on their performance in the constructors’ championship [8]. Although drivers do not directly receive a share of this prize money, it’s common for their contracts to include clauses that entitle them to a percentage of the team’s winnings [9].
The exact amount a driver earns from prize money will depend on their team’s performance and their individual contract terms, but this can be another meaningful addition to their total income.
Max Verstappen, Red Bull Racing, $65 Million per Year, contract length: 2028
Lewis Hamilton, Ferrari, $60 Million per Year, contract length: 2026 (with option for 2027)
Charles Leclerc, Ferrari, $34 Million per Year, contract length: not specified
Fernando Alonso, Aston Martin, $20 Million per Year, contract length: not specified
Lando Norris, McLaren, $20 Million per Year, contract length: 2025
George Russell, Mercedes, $15 Million per Year, contract length: not specified
Carlos Sainz, Williams, $10 Million per Year, contract length: 2026
Pierre Gasly, Alpine, $10 Million per Year, contract length: not specified
Alex Albon, Williams, $8 Million per Year, contract length: not specified
Nico Hülkenberg, Sauber, $7 Million per Year, contract length: not specified
Esteban Ocon, Haas, $7 Million per Year, contract length: not specified
Oscar Piastri, McLaren, $6 Million per Year, contract length: not specified
Lance Stroll, Aston Martin, $3 Million per Year, contract length: not specified
Yuki Tsunoda, Racing Bulls, $2 Million per Year, contract length: not specified
Kimi Antonelli, Mercedes, $2 Million per Year, contract length: not specified
Gabriel Bortoletto, Sauber, $2 Million per Year, contract length: not specified
Oliver Bearman, Haas, $1 Million per Year, contract length: not specified
Liam Lawson, Red Bull, $1 Million per Year, contract length: not specified
Jack Doohan, Alpine, $500,000 to $1 Million per Year, contract length: not specified
Isack Hadjar, Racing Bulls, $500,000 to $1 Million per Year, contract length: not specified
Several factors can impact the earnings of Formula 1 drivers, including:
a. Experience and Reputation: More experienced and successful drivers are typically able to command higher salaries and attract more sponsorship deals. For example, a world champion like Lewis Hamilton will earn more than a rookie driver with limited experience at the top level of the sport.
b. Team Budget: Formula 1 teams have varying budgets, with top teams like Mercedes and Ferrari able to offer higher salaries compared to smaller teams with limited resources. Consequently, a driver’s earnings can be influenced by the financial capacity of their team. And the salary of the drivers are not included in the budget cap.
c. Negotiation Skills: As in any profession, a driver’s ability to negotiate effectively can play a crucial role in determining their salary. Skilled negotiators may secure more favorable contract terms, including higher base salaries and bonuses.
d. Marketability: Drivers with a strong personal brand and fan following may be more attractive to sponsors, allowing them to earn more through endorsement deals and merchandise sales.
The financial landscape of Formula 1 is constantly evolving, and recent changes to the sport’s regulations could have a significant impact on driver earnings. In 2021, a budget cap of $145 million per team was introduced to level the playing field and promote more competitive racing [10]. While this cap does not directly limit driver salaries, it could lead to teams reassessing their spending priorities and potentially reduce the earnings of some drivers.
Additionally, the ongoing push for sustainability and the adoption of new technologies in Formula 1 could influence the types of sponsorship and endorsement deals available to drivers. As the sport continues to adapt and evolve, it’s likely that the income landscape for drivers will change accordingly.
While Formula 1 drivers can earn significant incomes during their racing careers, many also leverage their success to generate wealth outside of the sport. For example, drivers like Lewis Hamilton and Fernando Alonso have invested in businesses, real estate, and other ventures, which can provide additional income streams and financial security beyond their racing careers [11].
In summary, Formula 1 drivers can make large earnings through various income streams, including base salaries, performance bonuses, sponsorships, endorsements, merchandise sales, and prize money. However, the amount a driver earns can be influenced by several factors, such as their experience, reputation, team budget, negotiation skills, and marketability. With the changing landscape of Formula 1 and the introduction of new regulations, the future of driver earnings remains uncertain.
References:
[1] RaceFans.net. (2021). F1 driver salaries in 2021 according to RaceFans.
[2] Forbes. (2020). Formula 1’s Richest Drivers.
[3] Formula Money. (2018). F1 Driver Earnings.
[4] Autosport. (2018). Max Verstappen’s F1 salary revealed.
[5] CNBC. (2019). How Formula 1 drivers make money.
[6] Forbes. (2021). The World’s Highest-Paid Athletes.
[7] EssentiallySports. (2020). How do F1 Drivers Make Money?
[8] Autosport. (2020). Formula 1’s prize money structure explained.
[9] The Telegraph. (2016). How much do Formula One drivers get paid?
[10] Formula 1. (2020). F1’s cost cap explained – What has changed, how will it be enforced and will it work?
[11] EssentiallySports. (2021). Top 5 Richest F1 Drivers of All Time.
[12] https://racingnews365.com/f1-driver-salaries-2023
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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