As Formula 1 grows beyond the racetrack and into fashion, lifestyle and digital content, the sport’s biggest stars are cashing in on their influence via the F1 driver Instagram earnings in 2025.
A new study by Betsmith has revealed the staggering Instagram earnings of today’s top F1 stars, with several drivers commanding five-figure fees for a single sponsored post.
Ferrari leads the way, with both Lewis Hamilton and Charles Leclerc topping the social media earnings chart. Hamilton, who boasts over 39 million Instagram followers, is estimated to earn up to £94,081 ($119,100) per post, far exceeding his competitors and even the combined total of drivers ranked fifth to tenth.
Lewis Hamilton leads Instagram’s F1 power rankings
Hamilton’s social media dominance reflects his global appeal across sport, fashion, and music. With high-profile collaborations like Dior and Tommy Hilfiger, and a social following that dwarfs the rest of the grid, Hamilton is in a league of his own. His estimated per-post earnings stand at £94,081 ($119,100), more than double the second-highest earner on the list.
That second spot goes to Charles Leclerc, whose blend of Monegasque charm and luxury appeal has seen him align with premium brands. Leclerc can reportedly earn £42,885 ($54,300) per post, a figure that speaks to his growing influence beyond the cockpit.
Despite his on-track dominance, Max Verstappen sits third, with a more reserved social presence. Still, his posts are valued at up to £32,819 ($41,550). While not the most active online, Verstappen’s performance-driven image remains a strong draw for sponsors.
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Gaming and style fuel rising driver incomes
Carlos Sainz comes in fourth at £26,595 ($33,650) per post, thanks to his widespread popularity and Ferrari profile, while Lando Norris rounds out the top five. With £23,005 ($29,130) per post, Norris’ esports following and Twitch streams continue to boost his personal brand value.
Beyond the top tier, drivers like Fernando Alonso (£17,486 / $22,160) and George Russell (£15,092 / $19,120) still bring in impressive earnings. Meanwhile, young stars like Oscar Piastri and Alex Albon benefit from engaged fanbases, earning £8,390 ($10,630) and £7,674 ($9,720) per post respectively.
Instagram F1 driver earnings 2025
| Rank | Driver | Followers | Est. Earnings/Post (£) | Est. Earnings/Post ($) |
|---|---|---|---|---|
| 1 | Lewis Hamilton | 39,300,000 | £94,081 | $119,482 |
| 2 | Charles Leclerc | 17,900,000 | £42,885 | $54,461 |
| 3 | Max Verstappen | 13,700,000 | £32,819 | $41,681 |
| 4 | Carlos Sainz | 11,100,000 | £26,595 | $33,770 |
| 5 | Lando Norris | 9,600,000 | £23,005 | $29,216 |
| 6 | Fernando Alonso | 7,300,000 | £17,486 | $22,207 |
| 7 | George Russell | 6,300,000 | £15,092 | $19,182 |
| 8 | Pierre Gasly | 5,600,000 | £13,415 | $17,037 |
| 9 | Oscar Piastri | 3,500,000 | £8,390 | $10,655 |
| 10 | Alex Albon | 3,200,000 | £7,674 | $9,749 |
| 11 | Yuki Tsunoda | 2,700,000 | £6,474 | $8,222 |
| 12 | Esteban Ocon | 2,500,000 | £5,999 | $7,619 |
| 13 | Ollie Bearman | 2,500,000 | £5,995 | $7,614 |
| 14 | Nico Hulkenberg | 2,100,000 | £5,032 | $6,392 |
| 15 | Kimi Antonelli | 1,600,000 | £3,844 | $4,882 |
| 16 | Lance Stroll | 1,400,000 | £3,354 | $4,263 |
| 17 | Gabriel Bortoleto | 1,100,000 | £2,647 | $3,363 |
| 18 | Liam Lawson | 1,000,000 | £2,409 | $3,060 |
| 19 | Jack Doohan | 440,000 | £1,587 | $2,016 |
| 20 | Isack Hadjar | 404,000 | £1,464 | $1,858 |
At the lower end of the scale, drivers like Yuki Tsunoda (£6,474 / $8,200), Esteban Ocon, Ollie Bearman, and Andrea Kimi Antonelli still generate respectable income for their following size. Isack Hadjar, despite ranking 20th, earns £1,464 ($1,850) per post—showing the potential for rising stars to cash in as their profiles grow.
Who is the highest earning F1 driver on Instagram in 2025?
Lewis Hamilton leads the way, with estimated earnings of £94,081 per sponsored Instagram post.
How much does Charles Leclerc make per Instagram post?
Charles Leclerc is estimated to earn £42,885 for each sponsored post on Instagram in 2025.
Which F1 drivers earn the most from social media in 2025?
The top five are Lewis Hamilton, Charles Leclerc, Max Verstappen, Carlos Sainz and Lando Norris.
