Wolff discusses impact of Hamilton’s exit Mercedes’ brand partners

© Steve Etherington for Mercedes-Benz Grand Prix Ltd.

Toto Wolff says Lewis Hamilton’s exit will “absolutely” affect Mercedes sponsorship and other business opportunities, because he “stands for much more than just a racing driver, and he’s a global phenomenon”.

In an interview with CNBC, Mercedes team boss Toto Wolff was asked what he is telling Mercedes’ brand partners regarding Lewis Hamilton’s exit at the end of 2024.

“I think Lewis Hamilton and Mercedes is basically the same story because we’ve been together for 12 years,” the Austrian said.

“But the team – we continue to be the same shareholders, I continue to run it – we have a very exciting [driver in] George Russell, who was basically going toe to toe with Lewis last year.

“So you know, you just got to adapt. Our sport is about adaptability, like in any other business.

“And that’s something that’s the lessons that I’ve tried to pass over when talking about high performance and management under pressure.”


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Asked whether he thinks Lewis’ exit will impact the business of the Mercedes team, like sponsors, merch sales etc., Toto said:

“Absolutely, Lewis stands for much more than just a racing driver, and he’s a global phenomenon.

“And it’s clear that at first sight, when you look at it, you’re going to miss a bit after 24. You’re going to miss that part.

“But the Formula One team like Mercedes, we need to have our own identity and we always will have in the future.

“We hope to be part of the career of many young drivers and successful drivers going forward.

“And we will look back with a warm heart of how fantastic that journey was, and how we’ve grown together,” Wolff concluded.

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