AI answer-engine Perplexity abandoned plans to back an entire Formula 1 team and instead signed an individual deal with Lewis Hamilton.
The Silicon Valley firm valued at roughly $9 billion wants the seven-time world champion to accelerate global recognition for its search platform.
‘Hamilton effect’ in action
Perplexity’s vice-president Ryan Foutty revealed the company held talks with “several F1 teams,” including Red Bull and Aston Martin, before deciding “it was very clear that Lewis Hamilton was the best partner for us.”
He added that Hamilton’s vast social-media reach means “the helmet branding exposure is significant.”
Beyond stickers on a visor
The agreement places a Perplexity logo on Hamilton’s Ferrari crash helmet and includes co-created digital content aimed at tech-savvy motorsport fans.
Foutty explained that Formula 1’s data-driven culture aligns neatly with a service promising “fast, accurate answers to your questions.”
Hamilton’s growing portfolio
The Briton already straddles sport, fashion and entertainment: executive-producing a Brad Pitt F1 movie, co-chairing the Met Gala and fronting high-profile campaigns.
Perplexity views that cross-sector influence as the perfect platform to “transcend regional boundaries” and reach new users.
Wider implications
Individual athlete partnerships remain rare in Formula 1’s sponsor landscape, but Perplexity’s move could signal a shift toward personality-led deals in the AI era.
With Hamilton still settling into Ferrari life on track, his commercial momentum off track shows no sign of slowing.