2025 F1 Marketability Index: Ranking the 20 Drivers from Worst to Best
Introduction
Although characterisations of F1 ever being a truly niche sport are far off the mark, it has never been in the mainstream like it is now. When roaming around the streets of Ireland, there have been times where I’ve seen more F1 merchandise than Premier League jerseys — something that would have been unthinkable 10 years ago.
I’m a racing fanatic through and through, but you would be a fool not to recognise that Formula One drivers now have some of the most commercial firepower globally. I thought it would be an interesting mental exercise to compile a definitive list of the 2025 crop — from most commercially appealing right through to the very least — and see how it aligned with their on-track credentials.
The compilation of this list wasn’t a particularly data-driven exercise, but one guided by intuition and personal opinions. Many of you will want to throw things at the screen when you see my list, but that’s OK, at least it’ll have made an impression on you.
20. Lance Stroll
This isn’t a lazy assessment because Lance is the son of one of the world’s wealthiest men. He point blank refuses to engage with the media and offer any sort of meaningful responses. Perhaps it’s a by-product of all the hate and vitriol he receives, but his unwillingness to engage means he will forever be the paddock’s most unpopular driver. There’s also no denying that he doesn’t belong amongst the world’s best 20 single-seater drivers, at least not consistently.
From a brand perspective, Stroll is something of a paradox; immense financial backing but zero emotional currency. While Aston Martin’s image should, in theory, give him natural exposure, his lack of warmth or media interaction leaves sponsors cold. Marketability in 2025 is a blend of speed and sporting storytelling, and Lance really can’t offer much of either.
19. Nico Hülkenberg
An incredibly talented driver with a glittering racing record, although not what you’d call a warm personality. In the twilight years of his career, he doesn’t feel the need to generate much off-track hype around himself. Whilst this is perfectly understandable for a man in his position, it’s unlikely to make him flavour of the month with any of the sport’s latest blue-chip partners.
Hülkenberg has always carried the aura of a consummate professional, respected but rarely adored. His social media presence is minimal, and while that’s refreshing in an age of overexposure, it does little for modern sponsor appeal. Much like the Audi company cars he will be driving in 2026, Nico is capable, reliable, but lacking sparkle. You would doff your cap to him, but you probably wouldn’t buy his cap.
18. Liam Lawson
Outside of New Zealand’s sensational surroundings, Liam has struggled to hit the mark with F1 fans. Rightly or wrongly, people seem to perceive his mannerisms and attitude as being arrogant and combative. His public declarations about doing the business on track, then failing to deliver, have occasionally left him with egg on his face.
He’s got the raw material - youth, confidence, and a good turn of speed, but hasn’t yet found the balance between self-belief and self-awareness. Commercially, that makes him tricky to package. The Kiwi audience is fiercely loyal, but global sponsors want humility mixed with hunger. Right now, he’s more fight than finesse, and that limits his broader appeal.
17. Esteban Ocon
A seemingly nice guy, but can come across as petulant. Although he has produced some truly incredible performances during his time in F1, they have never translated into legitimate fanfare. From a commercial perspective, you could argue that his blasé character makes him a little forgettable at times.
There is no pinache or razzmatazz with Esteban.. He’s quick, disciplined, and unfailingly polite, yet there’s an invisible wall between him and the wider fanbase. In an era where relatability drives engagement, his carefully measured demeanour often feels robotic.
Alpine’s recent struggles haven’t helped either, I can’t think of too many brands that want to throw their might behind a driver who can’t escape the midfield, no matter how competent he is.
16. Isack Hadjar
Perhaps one of the more controversial rankings, given how he has been the standout of 2025’s bumper crop of rookies. Whilst his profile will invariably grow if he can go onto bigger and better things driving for the Senior Team, he’s a prime example of how commercial appeal isn’t always directly linked to on-track performance, as he’s unquestionably doing the right thing by remaining focused on the job in hand.
For now, Hadjar’s low-key approach makes him respected more than adored. He’s seriously and proud to be unfiltered, qualities that endear him to purists but not necessarily to marketing teams. Should he start bagging consistent podiums, Red Bull’s PR machine will do the heavy lifting for him, but until then, he’s still waiting in the wings before becoming a bona fide superstar.
15. Oliver Bearman
The UK’s next great hope for Formula One success. His boyish charm is winning a lot of people over and makes him memorable. If he can find himself fighting up at the front of the pack, he will be front and centre of many companies’ minds going forward.
Bearman’s wholesome, level-headed character makes him a marketer’s dream in the making. He comes across as clean, authentic, and quietly confident, traits that align neatly with sectors like education, tech, and consumer goods that want youth without controversy.
If he continues to climb the ranks and become Britain’s next household name, brands will see in him what audiences already do: a grounded racer with mainstream appeal.
14. Gabriel Bortoleto
Brazilians have been waiting eight years for their next Formula One superstar. On the back of successive F3 and F2 championships, Gabriel looks set to have an incredibly bright future within the sport. Given the car he’s had at his disposal, Gabriel has not had much airtime this year, so it will take time for his profile to build.
Bortoleto represents the next generation of Brazilian motorsport, with composure and a less theatrical demeanour than some of his predecessors. That quiet determination connects naturally with industries that prize professionalism and resilience, such as financial services, telecommunications, or performance apparel. As his visibility increases, expect his appeal to grow among sponsors who value authenticity over flamboyance.
13. Yuki Tsunoda
He is the flag bearer for Japan — a country synonymous with motorsport success and all things automotive culture. His quirky personality has won him fans and well-wishers all across the world. Unfortunately, the writing seems to be on the wall for his F1 career, with a reserve role on the back of Honda’s newly formed partnership with Aston Martin seemingly being his only avenue to remain in F1. Like almost everyone else to have occupied that ill-fated second seat at Red Bull, Yuki has been made to look a bit silly at times.
Tsunoda’s brand power lies in his unfiltered personality. He’s unpredictable, funny, and human; all qualities that resonate deeply in the social-media age. That rawness fits well with youth-oriented sectors such as gaming, lifestyle, and technology, where authenticity is gold dust.
Even if his F1 days are numbered, his cultural footprint remains significant; his likeability and relatability will leave a legacy that will extend beyond his on-track achievements.
12. Andrea Kimi Antonelli
Right from the get-go in karts, Antonelli has been doing things that have marked him out as a potential generational talent. Although he’s had a season of ups and downs after being thrust into the unenviable position of being Hamilton’s successor, it feels like we’re only just beginning. He has the potential to become a national hero in the style of MotoGP icons Valentino Rossi and Pecco Bagnaia in the years to come.
Antonelli’s dignified maturity and innate discipline make him the embodiment of modern Italian excellence - precise, composed, and quietly ambitious. His image aligns perfectly with premium lifestyle and performance-driven sectors: luxury goods, automotive, and high-end technology.
If his results catch up with his reputation, he could become not just a sporting star, but a cultural ambassador for a new generation of Italian craftsmanship and innovation.
11. Franco Colapinto
Franco has mobilised an entire country behind him, quickly gaining a following that’s not far off that of Argentinian footballing royalty. Colapinto’s commercial clout is already on display, with commercial motivations underpinning his move to Alpine. Not long after Franco’s first race for Williams, Globant became a prominent partner of Formula One itself.
Few rookies have lit up the grid like Colapinto. He’s got that spark - the kind of energy that makes people believe in the impossible. Argentina’s long wait for a new hero has only added to the hype, and Franco’s charm and humility have turned that pressure into fuel.
He’s fluent in multiple languages, funny, and media-savvy without trying too hard, some might say all of the ingredients needed to attract both brands and fans alike.
It’s early days, but the kid’s already got superstar energy. Let’s just hope he can start to back it up where it matters most, on the track.
10. Alex Albon
Alex boasts a warm and bubbly personality that is rarely found amongst the cruel confines of a racing paddock. His combination of a British upbringing with Thai heritage dramatically increases his commercial appeal in a number of different key markets. Forming one half of one of the sport’s most loved couples, Alex is another one of the drivers who has been adopted by the people who watch F1 for things other than Gary Anderson discussing front wing endplates. After being decimated at the hands of Max in Red Bull, his career resurgence has been fantastic to watch and an uplifting narrative within the sport.
Albon is the sport’s unofficial good guy bordering on being impossible to dislike. He doesn’t need to force personality; it just pours out of him. That mix of warmth and resilience gives him crossover appeal far beyond the hardcore F1 crowd.
He’s proof that a smile and some humility can take you a long way; even in a sport built on some of the world’s biggest egos.
9. Fernando Alonso
For the ardent fans amongst us, Alonso’s career will always have us wondering “what if, what if, what if?” His prodigious talent cannot be called into question, and neither can his unwavering determination. Despite a surprising level of social media activity and engagement, Alonso predominantly is involved in some of his own commercial interests. Approaching the twilight years of his career, the case can be made that there is a generational divide between him and the generation that Liberty Media is desperate to attract and monetise.
Alonso is old-school in the best possible way. He’s fiery, relentless, and still drives like every lap is personal. While he might not be the face of youth culture, his gravitas remains undeniable When Alonso speaks, people listen.
For brands and fans who value grit and longevity over hashtags and hype, he’s still one of the sport’s most magnetic figures.
8. Pierre Gasly
Pierre really is one of the good guys, doing incredible work for charity and showcasing the kind of man he is every year at Spa by commemorating his friend Anthoine Hubert. Despite the limitations of the Alpine package, Pierre will always pop up now and again to remind us what he’s capable of when the stars align. With an energetic and affable demeanour, he’s the kind of personality that brands and fans will naturally gravitate towards.
Gasly’s the kind of driver who connects because he’s genuine. He’s had highs, lows, heartbreaks, and comebacks - and he’s let fans see all of it. That openness makes him relatable in a way that polished PR never could. You can’t fake the kind of warmth he brings to the paddock, and that’s exactly why people root for him.
A quick smile, undeniable style and a sprinkling of purple sectors, that’s Pierre in a nutshell.
7. George Russell
George has very much modelled himself around the archetype of the quintessential English gentleman, with his style and mannerisms very much reflecting this. Although his radio quips about other drivers breaking rules and being unfair have been compared with a schoolchild asking the teacher to check their homework, there’s no denying he’s a force of nature behind the wheel.
Many would make the case that he unceremoniously booted Sir Lewis out of Mercedes by establishing himself as the de facto number one in the team. If he can guide Mercedes back to the top of the mountain in 2026 and beyond, he will etch his name amongst the true legends of Formula One history.
Russell’s like the human manifestation of a corporate press release - immaculate and always on message. Granted, that turns some race fans’ stomachs like the smell of raw sewage, but there’s no denying how well it plays with sponsors. He’s the picture of composure, the kind of driver who could front a global campaign without breaking a sweat.
6. Oscar Piastri
Oscar has addressed seemingly every weakness in his driving and put together a stunning season in 2025. Like so many others on this list, Oscar has mobilised an entire country behind him, only he’s doing it from the top of the podium most weekends. His intelligence, sharp wit and understated nature stand in stark contrast to a lot of other drivers on the grid.
Piastri has that rare blend of seemingly unshakeable confidence and surgical precision. He’s not loud, crude or brash, and that’s exactly why he works. Australia loves an underdog story, but Oscar’s quickly rewriting it into one of dominance. He feels like the thinking person’s racer, which is hardly any surprise given Oscar’s well-documented academic achievements.
Australia also celebrates their sporting royalty like almost nowhere else on the planet, so if Oscar can seal the deal on the 2025 championship, Aussie brands will be falling over themselves to get a piece of him.
5. Carlos Sainz
Carlos has become a symbol of determination and resilience in the eyes of racing fans across the world. Although it’s a gag that I feel has run its course, Carlos has single-handedly turned Smooth Operator into an undisputed racing anthem. He’s handsome with a capital H, charismatic and has become an ambassador for hairy men around the world. It’s no coincidence that Williams landed a mega deal with Atlassian on the back of his arrival to the team.
Carlos is just effortlessly likeable, you could picture him charming himself out of a military interrogation facility. There’s an old-school glamour to him that feels straight out of the 90s, yet he’s totally in tune with the modern fan. His mix of grit and good looks makes him one of the grid’s most sought after commercial assets.
4. Lando Norris
Lando is an incredible hit with the youth and the new generation of Drive To Survivers, where the lines between race fan and celebrity fan are blurred. Highly active on social media. If he can secure this year’s world championship, he will have star power to match any of the world’s leading athletes, both in and out of the UK.
Norris has cracked the code of modern fandom. He’s relatable without being bland, fun without being fake. The online generation sees him as one of their own; a gamer, a joker, and an incredibly fast driver. That combination gives him a cultural footprint few athletes can match.
3. Max Verstappen
Becoming a cult icon both in the Netherlands and beyond. His no-bullshit persona coupled with an incredibly aggressive style has built him an army of fans across the world. His lack of pretence and interests outside of motorsport perhaps make him less of a marketable asset than our Ferrari pairing. However, for those who live and breathe racing, Max is rapidly approaching demi-god status. Doing the business without the best car has also made him more relatable in the eyes of the fans.
Max doesn’t need to play the PR game, as his results do the talking. There’s a rawness to him that money can’t buy and sponsors can’t script. He’s the anti-hero of modern F1: blunt, fearless, and possibly the best to ever do it. That authenticity may be alienating for certain factions, but for anyone who values purity, focus, and dominance, Verstappen is the embodiment of racing itself.
2. Charles Leclerc
Looks that have made millions of men around the world question their sexuality and millions of women feel very hard done by. Absolutely scintillating one-lap pace and incredible racecraft to boot. His allegiance with the sport’s most iconic brand means that he’s met with fanfare around the world. Charles really does have it all, everything except a car that can consistently fight for victories.
It’s hard to think of a someone who’s more of a natural fit for Ferrari than Charles, he looks and acts like the poster boy for the Prancing Horse. He’s the full package, and even when he’s not winning, he looks like he should be. His emotional side, his Monaco roots, and his youthful style make him irresistible to sponsors who crave aspirational elegance.
If Ferrari ever give him the car he deserves, Charles may become one of the most marketable athletes of the 21st century.
1. Lewis Hamilton
Could it ever have been anyone else?
(Sir) Lewis Hamilton has transcended the sport and has become embedded within the public consciousness. Even if they’ve alienated many diehard race fans, his efforts outside of F1 have endeared him to a whole new audience. There’s also the small matter of him being statistically the greatest driver to ever sit behind the wheel of an F1 car. You only have to look at the effect of his announcement on Ferrari’s stock price.
Hamilton is more than a run of the mill athlete; he’s an institution. Love him or loathe him, he’s changed the game both on and off the race track. Fashion, music, activism, business - you name it, he’s everywhere, and he’s done it on his own terms. That’s why brands queue up to work with him.
Even in the twilight of his career, his pull power is unmatched and not diminishing. The star power of Lewis is rooted in his ability to sell you more thana product, he sells you a story, one of hopes, dreams, aspirations and an ability to defy the odds in the face of adversity.
Conclusion: The Business of Being You
If there’s one takeaway from this list, it’s that pure speed doesn’t always translate to star power. On-track brilliance gets you noticed, sure, but it’s personality and presence that make people stick around.
The most marketable drivers are more than fast, they’re truly authentic. They let fans see the highs and the heartbreaks, they show gratitude in victory and honesty in defeat. In a sport obsessed with mathematical models and engineering optimisation, it’s the flashes of humanity that truly sell the story.
For drivers, teams, and even entire championships, there’s an artform to the perfect motorsport marketing strategy and sponsorship proposal. If you want help refining your voice, building a strategy that attracts sponsors, and telling your story the right way, I’d love to help.
👉 Get in touch — let’s make your brand as powerful as your performance.
