Charles Leclerc has committed to one of the longest driver contracts in Formula 1, after signing an extension with Scuderia Ferrari HP beyond 2030.
It builds on their existing partnership, with Leclerc serving as Ferrari’s homegrown talent and the driver they have backed to bring titles back to Maranello.
The extension also provides stability for the many brands and partnerships tied to his reported £28 million-a-year contract with the Italian marquee.
Sector examines all of the endorsements and business ventures that make up Leclerc’s growing business portfolio, and how his value goes beyond the results on track for F1 and Ferrari.
Leclerc is ‘defining figure’ for brands in F1 and Ferrari
Leclerc’s success on track, coupled with his backstory as one of Ferrari’s protege drivers, has made him a favourite amongst fans, according to Scott Branch, Senior Vice President and Integrated Business Lead at THE•TEAM.
“Leclerc remains one of the defining figures of the F1’s new generation, combining elite talent, Ferrari heritage and global commercial appeal,” Branch told Sector.
“These characteristics, combined with his brand savviness, make him one of the sport’s most marketable personalities.”
Leclerc remains one of the defining figures of the F1’s new generation.
Scott Branch, THE•TEAM
Leclerc’s growing business portfolio also goes beyond product endorsement; he is also part of a growing number of athletes who are also investors and co-owners in business ventures.
“This isn’t a new phenomenon in sport (Roger Federer and On being a standout example) and is therefore a natural next step for F1 stars,” explains Branch.
“Given Charles’ well-established brand savvy, the move feels entirely logical. An equity stake turns him from ambassador to stakeholder, a signal of genuine conviction rather than a transactional endorsement.
“For consumers, that distinction matters – it brings an even greater level of authenticity, credibility and trust.”
Eight Sleep
One of those is Eight Sleep, with Leclerc serving as both an ambassador and an investor in the human performance company.
The deal was part of an £95 million investment round, which included Leclerc and McLaren Mastercard team principal Zak Brown, to expand its AI-powered sleep tech.
A recent ad campaign showed how Leclerc uses their product as part of his training, and revealed that he sleeps up to 11 hours a day, leading up to a race, or up to 12 hours when recovering.
“Sleeping on the Pod gives me so much feedback that is vital for my training,” said Leclerc.
“It tells my trainers and me how hard I should push myself, which is especially critical during the season when I can’t afford to put too much pressure on the body, given how demanding the races are.”
Peroni 0.0
As part of their £10 million-a-year sponsorship deal with Ferrari, Leclerc became the first global ambassador for Peroni 0.0% in 2024.
The partnership includes ad campaigns that explore the Italian way of living, with an episodic content series featuring Leclerc released online.
Leclerc’s ambassador role plays an important part in parent company Asahi’s target of having non-alcoholic products make up 20% of its portfolio by 2030.
Puma
Leclerc’s personal global endorsement deal with Puma is estimated to be worth between £1 million and £2.8 million per year, with the deal promoting the official Ferrari F1 team collections.
The Monegasque driver signed the deal in late 2024, with Puma describing it as a “strategic partnership” aiming to drive awareness of the brand connecting with fans of motorsport and fashion.
It builds on Puma’s relationship with Ferrari, which dates back to 2005, and sees the Italian sportswear brand granted official licensing rights to produce Ferrari-branded products.
LEC ice cream
In 2024, Leclerc founded his health-conscious ice cream brand in collaboration with experts Federico Grom and Guido Martinetti.
The ‘LEC’ branded gelato is currently available in European markets including France, UK, Italy, Switzerland and Monaco.
Reports from 2025 show the company sold 500,000 units in its first year and generated over £2 million in revenue.
Richard Mille
Luxury Swiss watch maker Richard Mille has been one of Leclerc’s long-time sponsors since he was competing in the F1 feeder categories.
According to Leclerc’s website, they first struck a deal in 2014, when he was competing in Formula Renault 2.0, backing him through Formula 3 and Formula 2 before he reached F1.
Their deal is estimated to be worth between £5 million and £10 million annually, and includes ‘Charles Leclerc Edition’ RM 72-01 worth over £300,000 and limited to 150 units.
Bang and Olufsen
Bang & Olufsen partnered with Leclerc in 2024, when he became a global brand ambassador for the luxury speaker company.
It builds on the existing partnership between B&O and Ferrari, signed in 2023, which sees them equip the team’s motorhomes and VIP hospitality areas with audio equipment.
Leclerc has featured in numerous ad campaigns that tie his luxury lifestyle as an F1 driver, away from the track, to B&O’s high-end products.
APM Monaco
Leclerc has been a global ambassador for the Monagasque jewellery brand APM since 2022, utilising his image in its marketing campaigns.
As a native of Monaco, the partnership aligns perfectly with Leclerc as they explore his French Riviera lifestyle away from the track.
Both Leclerc and his brother, Arthur Leclerc, who also races GT cars, have been the face of advertising campaigns.
Riva
Leclerc has been the face of advertising campaigns for luxury yacht company Riva since 2021.
Unlike his other brand endorsement deals, Leclerc is also an owner of Riva yachts. Recently, he took delivery of a Riva 102’ Corsaro Super Yacht known as ‘Sedici’, which is Italian for his racing number 16.
Riva’s parent company is Ferretti Group, with Ferrari’s vice president Piero Ferrari serving on its strategic product committee.
Vista Jets
Rather than acting as a traditional partnership, Leclerc acts as an ambassador and user of Vista Jets.
Having run since 2020, Vista Jets has provided Leclerc with a way to travel to each of F1’s Grand Prix across the 24-race calendar in a private jet.
The partnership was partially informed by a surge in search data linking Leclerc to Vista Jets across multiple key markets globally, helping to transform their image and target the demographic of mobile private-jet flyers.
