This is why Ferrari shelled out big bucks for Lewis in their F1 car

[John S]

An 8 fold increase in merch sales! 

Just think about that for a minute - Wow just Wow! 

Oh & then there's the big money sponsorship deals that they've pulled in too.
Ferrari are laughing all the way to the bank even if they don't get another championship. 

https://f1i.com/news/534360-hamiltons-red-dawn-fuels-ferrari-sponsor-merch-triumph.html

[Jericoke]

In terms of cost/benefit, this might be the 'cheapest' F1 driver contract of all time.

I understand that the key talent of an F1 driver is their driving ability, but there are no drivers in the pipeline who can match Hamilton's cultural (and economic) impact.  When he retires from the sport, it's going to cause a huge gap that Max/Norris/Antonelli just aren't equipped to fill.

[cosworth151]

That statistic is made even more amazing by the fact that Ferrari was already probably selling more merch than most of the rest of the field combined.

I kind of feel the same as Jeri about not seeing anyone like Lewis in the pipeline, but then I remember that most of us felt the same way about Schumi in his last years at Ferrari.

.....and then along came Lewis.