Lewis Hamilton has given his off‑track world a fresh coat of paint ahead of the most on‑brand weekend of his new life in red.
On the eve of his first Italian Grand Prix as a Ferrari driver, the seven-time World Champion announced the rebranding of his long-running Project 44 outfit to Lewis Hamilton Ventures — a single home, he says, for his career and business affairs. The move lands as Hamilton, 40, looks to steady a Ferrari season that’s started with more grit than glamour.
“I’m proud to introduce you all to Lewis Hamilton Ventures,” he wrote, confirming the rebrand and the expanded remit. “While my main focus is racing, this dedicated team support me in delivering results and overseeing all the activity off the track… This re-launch really highlights our commitment to excellence, growth and learning.”
It’s tidy timing. Monza is Ferrari’s heartbeat and a circuit where Hamilton has won five times. The Tifosi will expect noise and, given recent form, maybe a little redemption too.
Because it’s been bumpy. Hamilton is still chasing his first Ferrari podium and arrives with a five-place grid penalty after a pre-race infringement in Zandvoort, where he failed to sufficiently slow for double yellows during reconnaissance laps. His Dutch Grand Prix ended in the Turn 3 barriers; Charles Leclerc exited the same race after contact with Mercedes’ Andrea Kimi Antonelli, marking Ferrari’s first double DNF of 2025. Earlier in the year, both Ferrari drivers were disqualified from the Chinese Grand Prix — a reminder of how stop-start this campaign has been.
The points picture isn’t fatal but it’s not pretty either. Hamilton trails Leclerc by 42 with nine rounds left, per the current standings, and Monza typically amplifies any internal tension. It’s the home race, after all. You don’t just perform for Ferrari at Monza — you perform for the country.
Against that, the launch of Hamilton’s revamped management arm feels like a strategic stake in the ground. He’s been broad about it — “growth,” “learning,” “team” — but the intent is clear: lock down the structure, manage the noise and give the racing its best chance to breathe. At this stage of his career, with a new garage and a fanbase that judges every turn-in and throttle poke, it makes sense.
Monza itself is rarely a place to hide. Low drag, high commitment, big braking zones — and bigger consequences if the balance isn’t with you. Ferrari’s straight-line efficiency has often been a strength here, but Ferrari at Monza is never just about the spreadsheet. Pit wall calls get second-guessed in real time by 100,000 red flags. Drivers feel that, even the ones who’ve heard every cheer in the sport.
Hamilton’s record here says he’ll wring the weekend for everything it’s worth, penalty or not. And he’ll need to, because the other side of the garage is fast and unforgiving. Leclerc knows what it means to win in Monza red. He also knows the scoring system is merciless, and those 42 points don’t protect him from a teammate with Hamilton’s turnaround speed.
The picture around Ferrari is equally sharp. Mercedes’ youthful bite with Antonelli has rough edges — as Zandvoort showed — but it’s sharp all the same. McLaren haven’t exactly gone quiet. And Red Bull, even when not at full roar, are never far away. This is not a season that tolerates slow burns.
So yes, the logo above the door has changed — Project 44 is now Lewis Hamilton Ventures and the operation around him sounds more defined. But the questions that matter get answered on asphalt measured in thousandths. Hamilton’s been in the arena long enough to know that. He’s chosen his moment to tighten the off-track machine; now comes the tightrope of Monza with a grid drop, an expectant grandstand and the need to turn flashes into a run.
If he nails it, this rebrand will read like a line in a larger recovery arc. If not? Well, Monza tends to make everything louder. Either way, Ferrari’s newest star just turned a page. The next one gets written at 350 km/h.
