11 F1 Drivers with Successful Side Hustles You Never Knew About
Formula 1 legends are not only known for their prowess on the racetrack but also for their diverse entrepreneurial ventures off it. This article explores how some of the most renowned F1 drivers have channeled their fame and fortune into successful businesses ranging from fashion and food to tech and sustainability. Discover the innovative ways these drivers are making their mark in the business world, while still pursuing their passion for motorsport.
11. Lewis Hamilton: From Neat Burger to Fashion and Music
Seven-time F1 champion Lewis Hamilton has built a diverse business portfolio worth approximately $285 million in 2025. Though his vegan chain Neat Burger recently closed UK locations, Hamilton remains invested in fashion through his Tommy Hilfiger collaboration, owns part of the Denver Broncos NFL team, and recently launched his own non-alcoholic spirit brand Almave. His move to Ferrari in 2025 has already generated significant commercial value through sponsorships.
10. Charles Leclerc: Launching LEC Ice Cream
Ferrari’s star driver Charles Leclerc ventured into the frozen dessert world with his low-calorie ice cream brand “LEC” in 2024. Initially launched in Italy before expanding to France through Monoprix stores, LEC offers five flavors including “VANILLOVE” and “SWIRLY PISTACHI-OH!” Each 460ml tub contains fewer than 399 calories, reflecting Leclerc’s desire to enjoy his guilty pleasure while maintaining his racing physique.
9. Lando Norris: Building the Quadrant Gaming & Lifestyle Brand
Lando Norris launched Quadrant in 2020, merging his passions for motorsports, gaming, and lifestyle. The brand quickly attracted fans through esports, content, and apparel. In 2024-2025, Quadrant shifted focus away from esports, rebranding to emphasize creative content, fashion, and motorsport culture amid new investment and ongoing financial challenges.
8. Fernando Alonso: eSports, Kimoa Fashion, and Motorsport Games
Two-time F1 world champion Fernando Alonso has diversified his business portfolio beyond racing. While his fashion brand Kimoa was sold to Revolution Brands in 2021 after accumulating losses, Alonso maintained a 25% stake. Recently in April 2025, he co-invested in Sticks’n’Sushi restaurant group alongside McWin Food Ecosystem Fund, marking his first direct investment in the restaurant industry. Currently racing for Aston Martin with a £21.5 million salary, Alonso continues building his estimated £260 million fortune.
7. Sergio “Checo” Pérez: Used Car Marketplace and E1 Electric Boat Team
Following his departure from Red Bull at the end of 2024, Sergio Pérez has diversified his portfolio beyond F1. While exploring a potential 2026 comeback with Cadillac, Pérez became a team owner in the E1 World Championship for all-electric racing boats. Team Checo proudly flies the Mexican flag with pilots Dani Clos and Vicky Piria behind the wheel of the innovative Racebird watercraft capable of reaching 50 knots.
6. Valtteri Bottas: Gin Brand and Business Collaboration
Valtteri Bottas co-founded OATH Gin with Olympian Tiffany Cromwell, blending Finnish oats from Bottas’s family farm and spring water for a unique, smooth flavor. Launched in 2024, OATH Gin uses innovative vacuum distillation and is produced in collaboration with Australian distillers, reflecting Bottas’s commitment to quality and originality.
5. Jenson Button: Clothing Line and JBXE Extreme E Team
The 2009 F1 World Champion has invested in premium menswear brand LESTRANGE, becoming more than just a silent partner. Button curates essential garments focusing on versatility and comfort. Additionally, in January 2021, he founded JBXE, an Extreme E racing team highlighting climate change impacts. Though initially planning to drive himself, Button stepped down after the debut race.
4. Sebastian Vettel: Environmental Initiatives and Advocacy
Since retiring from F1 in 2022, the four-time world champion has dedicated himself to environmental activism. Vettel runs several sustainability projects, including “Keep It Clean” (litter management), “Protection of Bees” with bee hotels shaped like F1 cars, and the “Buzzin’ Corner” biodiversity initiative at Austria’s Red Bull Ring. He’s also actively promoting sustainable fuels in motorsport while working with the FIA to make Formula 1 more eco-friendly.
3. Daniel Ricciardo: Wine Brand and Endorsements
Daniel Ricciardo has expanded his entrepreneurial ventures beyond racing, most notably with his DR3 wine label in partnership with St Hugo. In 2025, he launched the Enchanté Rosé, inspired by his signature tattoo and available across Australia. Ricciardo also promotes his Enchanté lifestyle and clothing brand, merging his racing persona with business flair.
2. Nico Rosberg: Rosberg X Racing and Sustainability Investments
After retiring as F1 World Champion in 2016, Rosberg launched Rosberg Ventures, which recently created a €70 million Fund of Funds. His venture capital firm reached $100 million in assets under management in late 2024. He owns Extreme E team Rosberg X Racing, and has invested in green tech companies like Formula E, Chargepoint, and What3Words.
1. Romain Grosjean: Coffee Business and Karting Ventures
Romain Grosjean, best known for his F1 and IndyCar exploits, also runs businesses off the track. He co-founded the coffee brand “R8G Coffee,” reflecting his passion for premium coffee. In addition, Grosjean launched “R8G Karting,” a racing team for young drivers, leveraging his motorsport expertise to mentor new talent.
Conclusion:
The business endeavors of these F1 icons demonstrate that their talents extend far beyond the track. By leveraging their brand and branching out into various industries, they have successfully transitioned from athletes to entrepreneurs, all while maintaining their motorsport connections. As they continue to innovate and inspire, these drivers prove that with determination and vision, there are no limits to what can be achieved outside the cockpit.
