2025-09-03 15:30:57

Lewis Hamilton has announced the launch of a new business venture.

The race ace is rebranding his long-running Project 44 operation under a new name as he looks to expand his activities away from the racetrack.

Seven-time Formula One world champion Hamilton, 40, joined Ferrari this season after his record-breaking spell with Mercedes.

But his switch has yet to deliver results on track as he is still without a podium finish in 2025 and retired from last weekend’s Dutch Grand Prix following a crash.

Hamilton sits 200 points behind championship leader Oscar Piastri after nine races.

Attention now turns to Monza and the Italian Grand Prix, where expectations remain high for Ferrari’s home race.

In the meantime, Hamilton has now confirmed Project 44, the organisation which has overseen his career and business portfolio since 2014, has been renamed Lewis Hamilton Ventures.

The new structure will sit alongside his existing ventures, which include Dawn Apollo Films, his film production company, a fashion label, and Almave, his non-alcoholic tequila brand.

Hamilton said: “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.

“We have been growing over the last 18 months and this re-launch really highlights our commitment to excellence, growth and learning.

“I’m thrilled with the team I’ve put together.

“Their focus and commitment deeply inspire me and I look forward to seeing what more we can achieve together.”

The British driver, who claimed six of his seven world titles with Mercedes, remains one of Formula One’s most prominent figures despite his difficult start with Ferrari.

He is the most successful driver in Formula One history, with 103 grand prix victories and seven world titles, equalling Michael Schumacher’s record.

Hamilton made his debut with McLaren in 2007, winning his first championship the following year at the age of 23.

After joining Mercedes in 2013, he dominated much of the hybrid era, collecting six further titles and becoming the first Black driver to transform the sport’s global profile.

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