Formula One superstar Valtteri Bottas and partner, SA cyclist Tiffany Cromwell, enter commercial agreement with SA Tourism Commission to post about South Australia

F1 superstar Valtteri Bottas has become the latest celebrity to be paid a secret fee to promote South Australia on social media with businesses giving the star special rates for food and accomodation.

Finnish Formula One superstar Valtteri Bottas has become the latest celebrity to be paid a secret fee to promote South Australia on social media.

The Alfa Romeo driver and his partner – South Australian cyclist Tiffany Cromwell – have in the past week, posted from various locations around the Adelaide Hills and Kangaroo Island, where they stayed at the reopened Southern Ocean Lodge.

“Riding around Kangaroo Island needs to be on your bucket list … wildlife and breathtaking views,” Bottas told his 4 million Instagram followers in one post.

Other locations that featured on their accounts included Cleland Wildlife Park, Casa Freschi cellar door, Uraidla Hotel and Ambleside Distillers.

The SA Tourism Commission (SATC) confirmed Bottas, 34, and Cromwell, 35, were being paid a fee for their posts – but would not disclose a figure or the terms of the commercial agreement.

Bottas is reportedly worth about $47m and earned about $14m at Alfa Romeo in 2023.

An image that appeared on the account of F1 driver Valtteri Bottas. Picture: @valtteribottas

Bottas visited Vivonne Bay General Store. Picture: @valtteribottas

Tourism operators hosting them, which have been tagged in the posts, have offered accommodation, experiences and meals either for free or at a reduced rate.

A SATC spokeswoman said the couple has “a strong passion for and an authentic connection with South Australia”, with Cromwell having raced multiple times in the Santos Tour Down Under and Bottas “also a cycling enthusiast who has strong ties with South Australia”.

She said Cromwell would again race in this year’s TDU and the pair had arrived in South Australia ahead of RADL GRVL — a cycling race they have organised, which will stage its inaugural Australasian event after launches in Finland and the United States.

“To leverage the pair’s profile while already in South Australia, the SATC engaged them to promote regional South Australia and South Australian businesses to their global audiences,” she said.

SATAC did not disclose how much Bottas and his partner were being paid to promote South Australia. Picture: @valtteribottas

Tourism operators hosting the couple have offered accommodation, experiences and meals for free or at reduced rates. Picture: @valtteribottas

“Both have tagged various tourism operator accounts, driving leads direct to businesses and responses to their social posts have been overwhelmingly positive.”

Last year, the state government refused to disclose how much it had paid to bring British singer Sam Smith to the McLaren Vale region to put on an exclusive concert and promote the state on social media.

SATC vowed to overhaul its policies following a review into the event, which was held for 300 attendees including 90 influencers and media personalities.

It also declared it would no longer use “Advertising Value Equivalent” to justify spending on tourism events, after it was revealed the $32m in purported advertising value of the event was generated by mostly negative coverage.