Lewis Hamilton signs endorsement deal with AI-powered Google alternative Perplexity

Brand debuted early on Briton's helmet at Emilia Romagna GP on 18th May.

May 29, 2025
Cian Brittle

Seven-time Formula One world champion Lewis Hamilton has signed an endorsement deal with Perplexity, a search engine powered by artificial intelligence (AI).

Confirmed:

Hamilton and Perplexity have signed a global partnership, although the duration of the deal has not been disclosed
Perplexity branding will be visible on the top of Hamilton’s helmet for the rest of the season

Context:

Perplexity, valued at around US$9 billion, wants to challenge Google as the search engine of choice, instead focusing on using AI to provide more tailored, detailed answers to requests. Reports suggest that Perplexity opted for an endorsement deal with Lewis Hamilton over a sponsorship deal with a team, and the company first appeared on the helmet of the Briton at the Emilia Romagna Grand Prix on 18th May.

Since Hamilton’s landmark move to Ferrari, he has been active in the endorsement space. This new deal with Perplexity adds to recent agreements signed with athleisure brand Lululemon and online trading provider CFI.

Comment:

Hamilton said: “Whether it’s in sport or life, you can never stop asking questions. The best never stop learning. Curiosity is fuel, and that’s why I like using Perplexity.

“I’ve always been driven by questions. What can I learn today? How can I get better? How can I push the limits? Questions help you win. Perplexity has the answers.”

Ryan Foutty, vice president for business at Perplexity, added: “Lewis transcends racing. He stands for excellence in everything he does, and that’s what we want people to associate with Perplexity. The faster you learn, the more you ask, the greater you become – in any domain.”

Coming next:

Having been present on Hamilton’s helmet for the past two races, this weekend’s Spanish Grand Prix on 1st June will be the first official outing under the term of this partnership.

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