Pitch Chief Executive Henry Chappell on the rise of Lewis Hamilton.

Henry Chappell, chief executive of top sports PR agency Pitch, told Sky News that winning the F1 drivers' championship had cemented Hamilton's place among an elite group of stars that includes Roger Federer, Tiger Woods and David Beckham.

"There is a certain genre of person that transcends their sport. Lewis, by becoming the youngest world champion and the first black champion, really does get on the A list of global sport stars."

"He appeals to a really wide demographic. That's a key thing for major brands, to appeal to the widest possible band of consumers.

"People like Jonathan Ross polarise opinions - and brands don't like that. They want people who are widely liked - and also people who have a unique story that people can identify with."

Although Hamilton has his detractors among the competitors and fans of Formula 1, there can be little doubt that he can do a lot for the sport - and vice versa.

"It is a shot in the arm for motorsport," Mr Chappell went on. "Lewis Hamilton is the icon the sport needs; every sport needs a true icon at the top.

"The key thing with Formula 1 is that it is one of the few truly global sports. It hits every continent, so his name is known throughout the world."

The full article appeared on skynews.com click here to read: http://news.sky.com/skynews/Home/Business/Lewis-Hamilton-Formula-1-Winne...