Despite the mega-bucks contracts that come with a seat at motorsport’s top table, Formula One drivers do not shy away from other forms of sponsorship income. And when it comes to lucrative social media with brand collaborations extending beyond the racetrack and onto platforms like Instagram where it is the seven-time world champion Sir Lewis Hamilton who claims pole position in converting the starting grid to the social grid.
Following his dramatic move to the red of Ferrari, the British racer has come out on top as undisputed king of Instagram earnings among F1 drivers, according to a study commissioned by BetSmith.com, who delved into the earning potential of F1 drivers on the platform, analyzing their follower counts, engagement rates, and average likes to estimate their income per sponsored post in 2025.
According to the study, the seven-time World Champion reportedly commands an estimated $124,000 per sponsored post. His massive following of 39 million, more than double that of any other driver on the grid, coupled with his influence in fashion, music, and activism, positions him in a league of his own. Hamilton’s potential earnings per post surpass those of his Ferrari teammate Charles Leclerc, McLaren duo Lando Norris and Oscar Piastri, veteran Fernando Alonso, and race winners George Russell and Pierre Gasly combined, highlighting his unparalleled social media capital.
Leclerc secures the second spot in the Instagram earnings ranking. The Monegasque star is estimated to earn up to $56,900 per sponsored post. His distinct style and resonance with luxury brands make him a prime target for lucrative sponsorships, capitalizing on his dedicated fanbase.
Despite his on-track dominance as the reigning three-time World Champion, Red Bull’s Max Verstappen ranks third in Instagram earning potential. While his engagement rate is lower compared to Hamilton and Leclerc, Verstappen can still command an estimated $43,500 per Instagram post. This figure notably exceeds the average annual salary in his native Netherlands, underscoring the significant financial power of his social media presence.
Rounding out the top five are Carlos Sainz Jr. and Lando Norris. The man who made way so that Hamilton could move to Ferrari, Sainz, is estimated to earn up to $35,300 per Instagram post, placing him fourth. His substantial following reflects his established legacy within the sport. McLaren’s Lando Norris follows closely in fifth with a potential earning of $30,500 per post. Despite having fewer followers than Sainz, Norris’s high engagement rate, likely boosted by his active presence on Twitch and popularity within esports, maximizes his earning potential on the platform.