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Lewis Hamilton's impact stretches far beyond Formula 1 and his quest to win a record-breaking eighth world title with his new team. The partnership of F1's cultural icon — and its only Black driver — with its biggest brand reaches people who don't consider themselves F1 fans. Hamilton's move is already a marketing triumph in some respects. His first race for Ferrari is set for next week in Australia. That follows 13 months of hype since he announced his decision to join the team from Mercedes before 2024 even began.
