Hamilton out to improve image

Lewis Hamilton has turned to entertainment guru Simon Fuller in his bid to become a global icon.

Hamilton's decision ends a year of speculation after he stunned the Formula One world by sacking father Anthony as his manager just two weeks prior to the start of last season.
After at times becoming frustrated in handling his own affairs last year, the 26-year-old pursued a global management company to take up the reins.

Hamilton narrowed down his options to Fuller, who has David Beckham and Andy Murray on his books, as well as IMG, who handle the likes of Tiger Woods and Roger Federer.
The choice may surprise many, but as he has previously aired tentative acting and musical ambitions, and given his girlfriend is Pussycat Doll Nicole Scherzinger, the choice was perhaps obvious.
Fuller, who this year set up new company XIX Entertainment, is one of the most influential men in the music industry, both in terms of management and the production of television shows such as the phenomenally-successful 'Idol' franchise.

Explaining his reasoning in teaming up with Fuller, Hamilton said: "It was important I took my time to make this decision as it had to be right for my career and my long-term future.
"I spoke to many interested companies in recent months, but I felt Simon and his team not only wanted to help me become an even better racing driver, but they also shared my ambitions for the longer term."
Fuller, who also works with Jennifer Lopez and The Spice Girls, has described it as "an honour" to be teaming up with Hamilton.

"I've met Lewis and his father several times in the past and kept an eye on his career closely over the years," said Fuller.

"Like any British fan I have watched with pride and admiration his achievements, incredibly winning the world championship at such a young age.

"He's not only one of the leading sportsmen of his generation, he will, I believe, become one of the best of all time."

Despite the animosity that initially lingered between Hamilton and his father following the former's contentious move, the two are now reconciled and the latter could not be happier given his own high regard of Fuller.
"Lewis has wisely taken his time to find a good person to look after him," said Anthony.
"I met with Simon a couple of years back and he was then at the top of my list as my potential replacement.
"I'm happy to see that two years on Lewis has also come to his own opinion about Simon and made his own decision."

For McLaren, they now know the identity of who they will be dealing with when it comes to Hamilton's contract, which has just two more years to run.
Although currently earning £10million per year, and with his roots firmly embedded in McLaren who provided him with his route into F1, Hamilton may start to review his options if the team again fail to provide him with a car to win the world title.

Following a wretched pre-season for McLaren, the team head into the opening grand prix in Australia on March 27 already appearing as if they will be playing catch up.

It makes this a critical season for McLaren and Hamilton, with team principal Martin Whitmarsh appreciating his driver's "ever-growing global appeal" that further enhances the marque's brand.
Naturally, Whitmarsh will be hoping the partnership continues to be a long-term affair.

"Lewis has been part of the McLaren family since he was a kid when he was introduced to us by his father Anthony, who did so much to inspire his son's career which led him from karting to Formula One," said Whitmarsh.

"However, now it's gratifying to see Lewis open a new chapter of his career.
"We at McLaren will relish joining him on his journey, both on and off track, working closely with Simon and his team."