Hamilton insists racing remains priority amid Ferrari struggles and business expansion

Seven-time British Formula One champion Lewis Hamilton has affirmed that racing is his main priority after announcing a new business venture with which he plans to expand his off-track empire. This has raised questions about whether his focus is being stretched too thin.

Hamilton’s debut season with Ferrari was supposed to mark the beginning of a glorious new chapter. Instead, it has become one of the most testing periods of his career — on and off the track — mainly because Ferrari have struggled to give him a car capable of fighting at the front of the pack.

Hamilton has openly admitted that life in red has been far tougher than anticipated. The SF-25 has proven unpredictable, especially in wet conditions, leaving Hamilton fighting the car rather than his rivals.

After finishing a lowly tenth on his debut in Australia, he confessed that he was simply “grateful to keep it out of the wall.” Persistent braking issues, unstable balance, and a car extremely sensitive to set-up changes have left him frustrated and searching for answers.

Hamilton had no influence over the development of the SF-25, as he was still contracted to Mercedes during its design phase, meaning he has been forced to adapt to a machine not tailored to his style. Fourteen races in, he is still waiting for a podium — a drought that recalls some of Ferrari’s darker years.

Hamilton has described some qualifying performances as “absolutely useless” and even questioned whether he is delivering enough for the team. After the Spanish Grand Prix, which he labelled “one of the worst races” of his career, he cut a dejected figure, admitting that the mental strain has been immense.

The summer break offered a chance to reset, with Hamilton stressing that he needs to rediscover the “fun” that first brought him into the sport.

Yet, even as Ferrari seek solutions on track, Hamilton’s life away from racing has never been busier. His rebranded management and investment company, Lewis Hamilton Ventures, now oversees a growing portfolio of projects.

“I’m proud to introduce you all to LEWIS HAMILTON VENTURES, the organisation (previously known as Project 44) that houses and manages all aspects of my career and business ventures. While my main focus is racing, this dedicated team support me in delivering results and overseeing all the activity off the track,” Hamilton said in an announcement this week.

The company controls Hamilton's subsidiaries such as Dawn Apollo Films, responsible for upcoming productions in Hollywood, and Almave, the non-alcoholic spirits brand he co-founded. The latest launch, Almave Humo — a mezcal-inspired agave drink — was unveiled to significant attention, retailing globally as Hamilton positions himself in the booming alcohol-free market.

These commercial activities are not unusual for modern athletes, but in Hamilton’s case they coincide with perhaps the most difficult adjustment period of his F1 career. He has admitted that the number of new partners, sponsorship obligations, and media appearances tied to Ferrari and his ventures have created an unprecedented workload.

For a driver still trying to bed into a new team environment, it is an additional mental burden.

Hamilton remains adamant that he can balance both worlds. His legacy in Formula One is secure, but at 40 years old, he appears to be laying the foundations for life beyond the cockpit.