Oscar Piastri to overtake Sam Kerr, Pat Cummins as Australia’s most marketable global athlete

In only his second Formula 1 season, Oscar Piastri has quickly become a championship contender, but off the track, he has the potential to become Australia’s most marketable global athlete.

Melbourne’s Oscar Piastri has the potential to become Australia’s most marketable athlete on the world stage as his star continues to rise after his second Grand Prix win, experts say.

The McLaren racer underlined his status as the hottest young talent in Formula 1 when he claimed his second race win for the year at the Azerbaijan Grand Prix on Sunday.

It followed his breakthrough Grand Prix victory at the Hungarian GP in July.

In just his second season in Formula 1, Piastri has already been touted as a future world champion in the sport.

In September last year, Piastri signed a contract extension with McLaren until the end of 2026, months before his rookie campaign had even finished.

His salary with McLaren has been estimated to be worth between $9-12 million a year, although Red Bull boss Christian Horner suggested teammate Lando Norris was earning “five times” as much as the young Aussie and his salary was said to only be around $30m.

Oscar Piastri could be Australia’s most marketable athlete on the world stage. Picture: Dan Mullan/Getty Images

But with his growing on track success after two race wins and a hot streak through Europe, experts have predicted the Australian ace could enjoy just as much success off of the race track as one of Australia’s most bankable stars.

Leading sports marketing expert Tristan Hay said Piastri had the “world at his feet”.

Hay rated Piastri among the country’s most marketable sports stars alongside footballer Sam Kerr and Australian cricket captain Pat Cummins.

He said the 23-year-old would be the “perfect fit” for premium brands wanting to break into or grow their exposure in the Asian market.

“He has got the potential to be right at the top (of Australia’s most marketable sports stars)

…. Oscar is right up there, I would say he is in the top three right now,” Hay said.

“He is in that top bracket now; Pat Cummins, Sam Kerr and Oscar.

“In an individual sport like motorsport which traditionally attracts premium brands, particularly a brand looking to get into Asia, or really grow their profile in Asia, he is the perfect fit.

Oscar Piastri has already achieved two F1 victories in 18 months. Picture: Andrej ISAKOVIC / AFP

“He is a winner, he is young, he is ambitious and he has proven that he belongs at the top.

“Honestly the sky’s the limit for Oscar in terms of what he can earn, just given it’s a growing market, he’s young and he’s proven that he belongs.

“He has gone from being the next big thing to someone now that has proved that they can win on the big stage. I am certain that he has got a long career in front of him and a very successful career in front of him if he can keep on winning.”

Japan’s Yuki Tsunoda and China’s Zhou Guanyu are the only Asian drivers in F1, but neither finish near the podium like Piastri.

Piastri has already built a strong social media following, boasting 2.7 millions followers on Instagram, 836,000 on X and 133,000 on Facebook.

Enjoyed that one pic.twitter.com/nU8GVJ84Mm

— Oscar Piastri (@OscarPiastri) September 15, 2024

Hay said the success of the smash hit Netflix docu-series Drive to Survive had opened up the United States market, which Piastri, as a driver outside of Europe could cash in on especially now the only American driver in the field Logan Sargeant has been dumped from F1.

“Off the back of that Drive to Survive series, the market is just so broad now, particularly in the US,” Hay said.

“So for someone like Oscar, who is first and foremost an Australian, but is out of that European market, I think that opens up a lot of opportunities for him in the US.

“I am probably stating the obvious, but it is a monumental moment and an amazing opportunity for him.”

Piastri has former Australian Red Bull star and nine-time Grand Prix winner Mark Webber guiding his career behind the scenes as his manager.

Hay said Webber was a huge asset to Piastri.

“Mark Webber in his corner is fantastic for him, just giving him some insight, not only in terms of what he does on the track, but also what he does off it,” Hay said.

“Mark Webber was one of those athletes that all Australians connected with.

“It’s great for Oscar to have someone in his team that is grounded and that understands, both on and off the track, to have success.”

Piastri would appeal to a different market than fellow Aussie Daniel Ricciardo. Picture: Andrej ISAKOVIC / AFP

While fellow Australian Daniel Ricciardo has built his brand on his trademark smile and his outgoing personality, Hay said the uber-focused Piastri would appeal to a different market.

“I think that’s what those global brands like about Australians is that traditionally we are always authentic,” Hay said.

“He is going to appeal to a different brand and different people, but there are going to be a lot of people out there that love winning and love his focus and dedication and the fact that he lets his actions do the majority of his talking for him.

“That probably opens up more opportunities for him to be honest just because he is who he is and he is precise, he is articulate and there are a lot of brands that are going to want to connect themselves with that.”

Originally published as Oscar Piastri to overtake Sam Kerr, Pat Cummins as Australia’s most marketable global athlete