Formula 1 fans in the UK will have plenty to cheer about at this year’s Qatar Airways British Grand Prix, as five British drivers are set to make up the 24-man grid.
It is the first time in 30 years that Silverstone has found itself amid a golden generation of drivers, with nearly a quarter of the spots filled by drivers in cars capable of winning their home race.
With that in mind, Sector examines how these drivers generate considerable commercial opportunities within Europe and beyond, as well as the various business ventures.
How Britain’s talent pipeline is driving F1’s value
The five British drivers include two world champions, Lewis Hamilton and Lando Norris, this year’s title contender George Russell, and newcomers Arvid Lindblad and Oliver Bearman.
Each is highly regarded in a specific way because of where they are in their careers, which is why commercial strategy can differentiate between each, according to Mark Gallagher, CEO of Performance Insights.
“For Hamilton and Norris, their commercial value is already high, something we can see their management teams exploiting through brand partnerships, ambassadorships and endorsements,” Gallagher tells Sector.
“Russell, a well-established championship challenger, will see his current value accelerate beyond the confines of F1 sponsor-based opportunities if successful in securing the title. For newcomers Lindblad and Bearman, a plethora of commercial opportunities will unfold should they be able to consolidate their careers in F1.”
The success of British drivers also benefits Silverstone, one of F1’s core markets in Europe. Half a million fans are expected to descend on the track during the race weekend, making it one of the most popular races of the season.
It’s also no coincidence that British motorsport has seen this many drivers come through the ranks, as highlighted by motorsport communications professional Tracy Novak.
“Five British drivers at Silverstone this year, the first time in three decades, is a real moment for the sport. It’s the result of years of commitment to developing the pathways into motorsport and supporting young drivers coming up through the ranks,” says Novak.
“For the Grand Prix, it’s a huge draw, helping deliver a record home crowd, even more stories for fans to get behind, and real value for everyone with a presence in the paddock. It highlights the strength of Britain’s motorsport talent pipeline and reinforces the country’s reputation as a global leader in the sport, something the industry can be genuinely proud of.”
Lewis Hamilton
By far the most popular driver on the grid, Lewis Hamilton’s on-track success has helped build a successful business empire outside of F1.
Hamilton became the first brand ambassador for the athleisure company Lululemon in 2025, launching his own clothing line with the brand.
He is also a global partner of the AI company Perplexity, which is currently taking on search engine giant Google and operates in key markets in Europe, Asia, Oceania and the US.
The Hamilton-owned production company, Dawn Apollo Films, contributed to the success of the Oscar-nominated F1: The Movie, which was the highest-grossing original film of 2025.
Hamilton’s non-alcoholic tequila, Almave, has been a success, with the French liquor giant Pernod Ricard investing in a minority stake in the brand.
“Only Hamilton has a truly global commercial presence thanks to his seven titles, profile, presence and investment in fashion, music, entertainment and technology far beyond F1. All underpinned by his trail-blazing role in championing diversity as F1’s first black driver,” says Gallagher.
“The high degree of awareness of Hamilton in the all-important US market reflects the investment in time and commitment he has made in America.”
Lando Norris
Having been crowned F1’s latest champion, Lando Norris has various business ventures that prop up his success on track.
The 26-year-old is an investor in Apex Capital, an ‘elite performance fund’ athlete-driven venture capital fund that counts other top sporting names as investors, including Raphael Varane and Cody Gakpo.
Norris is also the founder and 20% owner of lifestyle company Quadrant, which blends his love of gaming, entertainment, and merchandise under one umbrella. Quadrant is one of the main sources of fan merch for Norris, with it generating £12.8 million in annual revenue.
LN Kart Racing is Norris’ karting venture, launched in 2021, aimed at making karting equipment more accessible. It works as a collaboration between Italian manufacturer OTK Kart Group and Norris’ former karting team, Ricky Flynn Motorsport (RFM).
George Russell
Like Norris, George Russell is one of the UK’s leading driving talents in F1, having signed for Mercedes in 2022 and won multiple Grands Prix.
His business ventures focus on high-profile partnerships with luxury brands, including serving as a global ambassador for AMAFFI Perfume House, the German tool brand Einhell, and the Global financial firm UBS.
Russell recently collaborated with IWC on his own watch line, featuring his signature blue colour scheme and ‘GR’ branding.
He is also one of the main faces of Adidas’ Mercedes sponsorship and represented IWC Schaffhausen in brand campaigns.
“Commercially, Russell is on the cusp of next-level greatness if he can assert himself as team leader at Mercedes,” says Gallagher.
Oliver Bearman
Oliver Bearman is one of the UK’s rising stars, having made a sensational F1 debut with Ferrari at the 2024 Saudi Arabian Grand Prix to replace the ill Carlos Sainz.
Bearman’s brand partners span health, consumer technology, cosmetics, and motorsport. He is a global ambassador and shareholder in the health and wellness brand IM8, co-founded by David Beckham, and a brand ambassador for the consumer electronics companies Beats by Dre and CEX.
Bearman has recently become the face of skincare company La Roche-Posay, which also counts tennis star Jannik Sinner as an ambassador.
One of Bearman’s long-term sponsors is the insurance company Aventum Group, founded by his father, David Bearman.
Arvid Lindblad
Making his debut season in F1 in 2026, Arvid Lindblad has shone as one of Red Bull’s talents in Visa CashApp Racing Bulls.
Primarily fronting the brand campaigns for Racing Bulls sponsors TUDOR, Hugo Boss and Ford, he also represents Italian racewear and gear manufacturer HRX.
Lindblad is half Indian and embraced this side through a recent collaboration with British-Indian artist Navinder Nangla, who designed a one-off helmet for Silverstone.
“The scope for Lindblad’s commercial development is fascinating and exciting, as fans and media in Sweden and India are aware of the pride he has in his parents and mixed heritage, and it’s not difficult to see how that can be explored as his career develops,” says Gallagher.
