Carlos Sainz Could Earn Up To $31,311 Per Instagram Post. Where Do Other Drivers Stand?
- Lewis Hamilton is the most influential Formula 1 driver in the 2024 driver line-up, with an estimated earning potential of up to $177,654 per sponsored Instagram post, thanks to his huge following of nearly 37 million
- Ferrari’s Carlos Sainz is the fourth highest earning on Instagram, potentially earning up to $31,311 per sponsored post
- Reigning Driver’s Champion Max Verstappen is the third-most influential driver, earning up to $38,540 per post
A new study has found that British driver Lewis Hamilton is the most influential F1 driver this season, with the potential to earn up to $117,654 per sponsored Instagram post.
The research conducted by sports betting and casino site tonybet analyzed each of the 2024 F1 drivers’ Instagram followings using the social media metric site Social Blade. The team then found the estimated earning potential per sponsored post using the Influencer Marketing Hub’s calculator.
Lewis Hamilton is the most influential F1 driver in this year’s championship. According to the study, he could earn up to a massive $177,654 per sponsored post on Instagram. He has the highest following of any driver on the platform at nearly 37 million – 27.1% of the total following of all 20 F1 drivers combined – and an engagement rate of 4.52%. The findings come as the driver competes in his last season for Mercedes, ahead of joining Ferrari in 2025.
Charles Leclerc has been named the second most influential driver in Formula 1 this year, with an estimated earning potential of up to $48,166 per sponsored post. The Ferrari driver has the second highest following of all drivers, with over 15.1 million followers and an incredible engagement rate of 10.05% - highlighting the loyalty of Leclerc’s fanbase. Combined with Hamilton at the top, Ferrari is set to have the most influential driver pairing for next year’s season by far, as it stands.
Despite having won the previous three Championships, Max Verstappen is the third most influential F1 driver – with the potential to earn up to $38,540 per sponsored Instagram post. On track for his fourth title in a row, Red Bull Racing’s Verstappen has a following of 12.1 million fans and an engagement rate of 4.44%.
Both Ferrari drivers are named in the top five most influential, as Spain’s Carlos Sainz places fourth, potentially earning up to $31,311 per sponsored post on Instagram. He has gained over 9.8 million on the platform, and he, too, has an impressive engagement rate of 8.3% - suggesting that Ferrari fans may be among the most loyal in the sport.
Daniel Ricciardo is the fifth most influential driver in the Formula 1 Championship 2024, as the study found he could earn up to $29,174 per sponsored Instagram post. The Australian RB driver has amassed over 9.1 million followers on Instagram, achieving an engagement rate of 3.74%.
British driver Lando Norris ranks sixth on the list of the most influential F1 drivers. The McClaren driver has the earning potential of up to $26,489 per Instagram post, thanks to his following of over 8.3 million. Despite not making the top five most influential, Norris may have the most engaged fans in the sport, with a staggering engagement rate of 11.70% - higher than any other driver.
Red Bull Racing’s Sergio Perez, Aston Martin’s Fernando Alonso, Mercedes’ George Russell, and Alpine’s Pierre Gasly all round out the top ten most influential drivers this year, according to the study.
Ranking the influential status of all F1 drivers in 2024:
| Rank | Driver | Follower Count | Engagement Rate | Max. Estimated Earning Potential (per post) |
| 1 | Lewis Hamilton | 36,996,075 | 4.52% | $ 117,654 |
| 2 | Charles Leclerc | 15,140,314 | 10.05% | $ 48,166 |
| 3 | Max Verstappen | 12,117,465 | 4.44% | $ 38,540 |
| 4 | Carlos Sainz | 9,841,239 | 8.30% | $ 31,311 |
| 5 | Daniel Ricciardo | 9,172,725 | 3.74% | $ 29,174 |
| 6 | Lando Norris | 8,322,521 | 11.70% | $ 26,489 |
| 7 | Sergio Perez | 7,077,105 | 4.08% | $ 22,511 |
| 8 | Fernando Alonso | 6,983,764 | 2.03% | $ 22,209 |
| 9 | George Russell | 5,462,801 | 5.25% | $ 17,380 |
| 10 | Pierre Gasly | 4,958,044 | 6.21% | $ 15,777 |
| 11 | Valtteri Bottas | 4,347,336 | 1.00% | $ 13,824 |
| 12 | Alexander Albon | 2,716,221 | 11.17% | $ 8,660 |
| 13 | Esteban Ocon | 2,342,880 | 7.97% | $ 7,465 |
| 14 | Yuki Tsunoda | 2,198,585 | 7.29% | $ 7,005 |
| 15 | Oscar Piastri | 2,017,216 | 9.32% | $ 6,433 |
| 16 | Nico Hulkenberg | 1,821,736 | 3.90% | $ 5,798 |
| 17 | Kevin Magnussen | 1,427,247 | 1.48% | $ 4,538 |
| 18 | Lance Stroll | 1,357,357 | 3.88% | $ 4,321 |
| 19 | Zhou Guanyu | 1,265,156 | 7.25% | $ 4,036 |
| 20 | Logan Sargeant | 908,216 | 10.62% | $ 4,364 |
A spokesperson for tonybet commented on the findings:
“Formula 1 is one of the most popular sports in the world, and it’s easy to see why – the thrilling races and the spectacle of the high-performance cars captivate audiences and fans worldwide.
“However, in recent years, thanks to the media, this has been taken to a whole new level as fans come to know more about the drivers and become increasingly invested in their success. Social media has become the way in which fans can engage with their driving heroes on an even more personal level – some more than others, as the findings suggest – not to mention it is a lucrative way of connecting with fans for the drivers, too.”
-ENDS-
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Sources: Instagram, Social Blade, Influencer Marketing Hub.
Follower numbers are correct as of 13.05.2024.
Methodology: The number of Instagram followers and engagement rates were obtained from Social Blade and these figures were input into the Influencer Marketing Hub’s Instagram Calculator to find out the highest estimated earning potential per sponsored post for each driver.
All the best,
Ross Williams
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