Lewis Hamilton joins Mercedes for 2013: The Potential Winners And Losers

Winners

Mercedes
Just as Hamilton was probably waiting on Mercedes to sign the latest Concorde Agreement before committing his future to them, Mercedes, hitherto reputed to be doubting the point of continuing in F1, were probably waiting for confirmation from Hamilton that he wished to commit before they followed suit. If so, it's easy to understand why. Hamilton is a marquee name on and off the track, and a sponsors' dream who will thrust Mercedes into the welcome glare of publicity. From the fringes of F1, Mercedes have been thrust into limelight usually only reserved for pre-established major players. And suddenly, their expensive foray into F1 as a fully-fledged outfit makes considerably more financial sense. Indeed, given that Hamilton is being paid less than Schumacher received over the last three years, the team have probably improved their prospects of success - be that race victories and/or world titles - by upwards of twenty per cent whilst reducing the size of their overall budget. Signing Hamilton isn't good business, it's a steal. Mercedes Dealerships
The F1 team's all-German line-up has been replaced by a pairing with an international appeal and adorned by a publicity magnet. If you want to sell more cars, Hamilton is just the ticket. The 2013 Season
Next year has just lucked into the unmissable first installment of the storyline that could define the next half-decade. Red Bull and Ferrari
Mercedes are not yet a threat - and probably won't be until 2014 at the earliest - whereas McLaren always are. Their closest rivals will thus welcome their weakening even if it is at the potential future cost of making Mercedes a frontrunner. Formula 1
As Bernie Ecclestone will appreciate better than anyone, Hamilton's transfer is better than good business: it's a goldmine. Talk of Mercedes leaving F1 has been muted, the sport has spread its World Champions evenly across five teams (six if Schumacher moves to Sauber), and 2014 is already essential viewing for the fascination of discovering whether Hamilton has made an inspired gamble or driven his career up a cul-de-sac. Lewis Hamilton The Celebrity
As evidenced by the unanimity that the deal Hamilton has signed will pay less than his current contract at McLaren, and that McLaren were willing to match the offer tabled by Mercedes, there is far more to Hamilton's transfer than mere money. It's also about a fresh start, leaving the family nest, fragile relationships, new challenges and 2014's rewriting of the engine regulations. And it's also about image rights, commercial opportunities and confirmation of what Hamilton first signalled when he appointed XIX, an entertainment agency, as his advisers: a determination to be more than 'just' a F1 driver. The attraction of Mercedes isn't merely that they will loosen the shackles that McLaren have applied or even that they will let him control his own image. Their pull is also their name: a world-respected global brand of precisely the type that Hamilton is aspiring to be. Jenson Button
Sergio Perez is a talent not to be underestimated. But he is not as fast as Hamilton, and nor does he have Hamilton's experience or winning pedigree. In short, the youngster is a far less daunting proposition to partner, and the odds on Jenson landing the 2013 championship will plunge if McLaren start next season