Kim Kardashian has emerged as the highest-earning partner connected to the Formula One paddock, according to new research examining the commercial value of social media influence among the partners of F1 drivers.
Analysis by multichannel organic traffic platform AmpiFire found that Kardashian could command estimated earnings of $731,430 per sponsored Instagram post, placing her significantly ahead of every other name featured in the ranking. The figure is 13,477% higher than the earnings estimated for the second-placed individual on the list.
The study examined Instagram followings linked to partners of Formula One drivers following the Monaco Grand Prix and calculated estimated earnings based on audience reach and engagement. The findings reflect the increasing role played by family members and partners in attracting sponsorship and advertising opportunities around global sport.
AmpiFire said brands are increasingly looking beyond athletes themselves and turning towards wider family networks and celebrity relationships to expand visibility and audience engagement.
Recently, the relationship between Taylor Swift and Travis Kelce has brought attention to how sports and celebrity culture blend together and can increase media and brand interest in these relationships. Taylor and Travis’ visibility has helped other couples by demonstrating how high-profile relationships can increase their audience reach and social engagement.
Kardashian’s estimated earnings are driven largely by her audience of more than 345 million Instagram followers. The entrepreneur and reality television personality has built several successful beauty and fashion businesses and remains one of the most commercially influential celebrities on social media.
The report stated that Kardashian’s connection with seven-time Formula One world champion Lewis Hamilton had generated significant public and media attention, contributing to her dominant position in the rankings.
Formula One partners increasingly becoming brands in their own right
Portuguese actress and influencer Margarida Corceiro ranked second, with estimated sponsored-post earnings of $5,387. Corceiro, who has been associated with McLaren driver Lando Norris, has developed a large audience through fashion and lifestyle content across social media platforms.
Kelly Piquet placed third with estimated earnings of $5,318 per sponsored post. The daughter of three-time Formula One champion Nelson Piquet, she has built her own profile as a columnist, model and online personality while also attracting attention through her relationship with reigning world champion Max Verstappen.
Professional golfer Lily Muni He ranked fourth on the list, with estimated earnings of $3,175. Alongside her sporting career, she has established a substantial online following and is widely recognised as the partner of Williams driver Alexander Albon.
Scottish model Rebecca Donaldson secured fifth place, with estimated earnings of $2,692. Donaldson has appeared in a range of fashion campaigns and publications and has drawn increasing media attention through her relationship with Ferrari driver Carlos Sainz.
Carmen Montero Mundt followed with estimated earnings of $2,479. Although maintaining a relatively private public image compared with several others in the ranking, she remains well known through her long-term relationship with Mercedes driver George Russell.
Further down the list, Flavy Barla was estimated to earn $975 per sponsored post. Alongside her healthcare career, Barla has built a growing social media presence and is recognised as the partner of Alpine driver Esteban Ocon.
Sports journalist and television presenter Melissa Jiménez recorded estimated earnings of $829. Jiménez, known for her coverage of motorsport and football, has also attracted public attention through links with Fernando Alonso.
Australian cyclist Tiffany Cromwell was estimated to earn $761 per sponsored post, reflecting the commercial appeal of her relationship with Kick Sauber driver Valtteri Bottas. Canadian model Marilou Bélanger followed closely behind with estimated earnings of $752 through her growing online presence linked to Aston Martin driver Lance Stroll.
Eliska Babickova, a Czech kart racer and partner of rising Formula One driver Andrea Kimi Antonelli, rounded out the main rankings with estimated sponsored-post earnings of $521.
The report also highlighted Sergio Pérez’s wife, Carola Martínez, whose estimated earnings were listed as $0 despite having more than 240,000 followers on Instagram. AmpiFire stated that her estimated earnings could not be calculated because likes-per-post data was unavailable.
The findings underline the expanding commercial ecosystem surrounding Formula One, where partners, families and celebrity associations are increasingly becoming valuable marketing assets alongside the drivers themselves.
