A Formula 1 driver has a short, very well paid career, and almost all of them know it. That is why, besides racing, many invest: in fashion brands, food, video games, sports teams and ticketing platforms. It is a way of turning a few years' salary into lifelong income, and also of building a personal brand that survives retirement.
What each driver invests in
HamiltonBrands and sport
His +44 lifestyle brand opened a pop-up at Marina Bay Sands and in 2026 he launched Card Culture with a trading-card retailer. He holds a stake in the Denver Broncos and in the non-alcoholic spirits brand Almave; the NEAT Burger chain has reportedly closed UK locations.
AlonsoFashion and restaurants
He sold his fashion brand Kimoa to Revolution Brands in 2021 and kept 25%. In April 2025 he co-invested in the restaurant group Sticks'n'Sushi and also has the esports team FA Racing.
NorrisGaming and ticketing
He co-founded Quadrant, a gaming and lifestyle brand; holds a stake in Seat Unique, a ticketing and hospitality platform, and co-founded LN4 Fusion, a junior single-seater operation.
LeclercFood and watches
He launched the low-calorie LEC ice cream brand in 2024, first in Italy and then in France (Monoprix), and invested with his brother in the watch marketplace Chrono24.
GaslyMotorcycle racing
He joined an investor group led by Günther Steiner that bought a stake in MotoGP's Red Bull KTM Tech 3.
Alonso: fashion, restaurants and esports
Fernando Alonso founded the fashion brand Kimoa, which he sold to Revolution Brands in 2021 keeping a 25% stake. In April 2025 he co-invested in the restaurant group Sticks'n'Sushi and also has the esports team FA Racing, which competes in various virtual-racing leagues. To that is added the Fernando Alonso Museum and Circuit, in Llanera (Asturias), opened in 2015 and FIA-homologated for karting.
Hamilton, Norris and Leclerc
Lewis Hamilton is the most diversified: his +44 lifestyle brand opened a pop-up at Marina Bay Sands, in 2026 he launched Card Culture with a trading-card retailer and he has a stake in the Denver Broncos and in the non-alcoholic spirits brand Almave. His NEAT Burger chain appears as active in some sources and with closures of UK locations in others.
Lando Norris co-founded Quadrant, a gaming and lifestyle brand, has a stake in Seat Unique (ticketing and hospitality) and co-founded LN4 Fusion, a junior single-seater operation. Charles Leclerc launched the low-calorie LEC ice creams in 2024, first in Italy and later in France through Monoprix, and invested with his brother in the watch marketplace Chrono24.
A case outside F1: Gasly and motorcycle racing
Pierre Gasly joined an investor group led by Günther Steiner that bought a stake in MotoGP's Red Bull KTM Tech 3. It is an example of how drivers invest in other motorsports and not only in consumer businesses.
Frequently asked questions
What businesses does Fernando Alonso have?
He sold Kimoa in 2021 keeping 25%, co-invested in Sticks'n'Sushi in 2025 and has the esports team FA Racing.
What is Leclerc's LEC brand?
A low-calorie ice cream brand launched in 2024 in Italy and later in France.
Sources
- Roundtable · F1 2026: drivers are making business investments off the track
- Grand Tour Nation · 11 F1 drivers with successful side hustles
- Sporting Bites · Lewis Hamilton's business ventures
- Formula1.com · 10 unexpected careers F1 drivers pursued away from the track
Figures and quotes come from the linked sources and may have changed since.
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