The moment it got out in the media that Hammy signed with Ferrari, Ferrari's stock bumped significantly.
Within 1 minute they easily made back 10 fold what Hammy's total contract with ambassadorship cost them ($466 million)
It's the way things go nowadays I guess.
Stock rose over 10% which equals over $7 billion.
Obviously Elkann (Agnelli family) is the major stock holder of the conglommerate that holds Ferrari.
Ferrari is the strongest riser (stockwise) of the supercar brands over the last ~10 years or so. Most other luxury car brands see a downwards spiral. Ferrari...the other way round.
Fortune.com even calculated 10 billion (12% stock rise following the news):
https://fortune.com/europe/2024/02/0...-one-earnings/
Pay 466 million over a period of 10 years, instantly getting 10 billion. Fantastic deal for Ferrari.