Max hunts down Lew on the grid and in the cash race

WALKING around the paddock in Bahrain, one looked every inch the Formula One superstar, the other looked like a cheeky urchin ever-ready for a practical joke.

Lewis Hamilton was coolness itself, head-to-toe in white with a set of boots straight off the catwalk. The seven-times world champion has some style, that is for sure.

Max Verstappen, on the other hand, was bouncing around in high street trainers and scuffed jeans, exchanging gags with his fellow drivers.

Yet not only is Verstappen threatening Hamilton’s dominance on the track, he is aiming to take his pole position off it. And one marketing expert believes the Dutchman, 24, who won his first world title last year, can become the sport’s first billionaire.

Hamilton still sets the gold standard for Formula One earners – last year, Forbes magazine rated him the eighth best-paid sportsman in the world, with an annual income of £62million.

Endorsements

He has a string of blue-chip endorsements, including Tommy Hilfiger, Puma and Vodafone.

And Hamilton also has an unrivalled social media reach that he can also cash in on.

It was recently suggested he could make £67,000 per Instagram post and he has also set up a partnership with Apple to make documentaries and movies. But Verstappen has started the financial chase, recently signing a new five-year deal with Red Bull worth in excess of a staggering £200m.

The Dutchman – guided by his father, the ex-driver Jos – has built up a stable of sponsors, including a deal with streaming service Viaplay, who his dad works for as an analyst.

And the family have set up a tour company, Verstappen Travel, that takes legions of Dutch fans around the world, following the title holder.

More than 20,000 Verstappen supporters are expected to turn the stands orange when the Formula One roadshow moves to Europe, with huge followings expected in Spain, Austria and

Belgium. Dutch marketing expert Chris Woerts said: “Max will have made more than a billion by the time his career is over. He has a cracking deal with Red Bull and he is wanted by all the big companies. The money is coming in like a waterfall.”

Controversy Despite the controversy of last season’s finale, there is now an unprecedented level of interest – both commercially and with the general public – in Formula One.

That is why Red Bull have tied the sport’s most exciting young driver to a long-term deal.

Verstappen’s manager, Raymond Vermeulen, said: “It has definitely taken off. But we will still see if a commercial offer fits into our total picture and whether we are not going to get into Red Bull’s waters. We try to get the right deals from the mass of offers.

“It is clear that the international breakthrough is there. We are working on a few new things and they look good.

“The team radiates that fighter mentality. I think a lot of brands want to identify with that.

“As far as Max is concerned, it is clear that the racing is the most important thing.

“Anything that has a negative influence or sidetrack him, he will not get involved with.

“We have a long agreement with Red Bull, so the rough framework is in place. We now want to take the next step to make him bigger.’’

And judging by the numbers, they are a long way down that road already.