Hamilton's move to Ferrari has cultural impact far beyond Formula One

Met Gala chair, co-producer on a Brad Pitt movie, activist, and now Ferrari driver.

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Lewis Hamilton's impact stretches far beyond Formula I and his quest to win a record-breaking eighth world title with his new team.

The partnership of FI's biggest celebrity - and only Black driver - with its biggest brand reaches people who don't consider themselves FI fans, and may not even have watched a race.

In some respects, Hamilton's move is already a marketing triumph. He won't race for Ferrari until next week in Australia, ending 13 months of hype since he announced his decision to leave Mercedes.

"Obviously the commercial success and the success for Ferrari's brand has been unprecedented," Michael E. Sawyer, author of an upcoming biography of Hamilton, “Sir Lewis,” said.

"It just makes the brand that much more iconic. It’s always been about pushing boundaries."

Expectations are high, too, around Hamilton's potential impact in Italy in terms of representation and creating opportunities for people from diverse backgrounds.