LONDON , England ( CNN ) -- Handsome , articulate and lightning fast -- McLaren 's Lewis Hamilton can now add two more words to his list of qualities : very rich . Lewis Hamilton will be able to afford a lot more champagne in the future . The Briton is set to become one of the most marketable sport stars in the world -- perhaps second only to Tiger Woods -- and earn more than a billion dollars if he can maintain the buzz created by his first season in Formula One , experts say . On Sunday he started his second season in perfect fashion , easily winning the Australian Grand Prix in Melbourne . The 23-year-old signed a five-year contract with McLaren worth an estimated $ 140m in January . It leaves him lagging along way behind Ferrari 's Kimi Raikkonen , who is paid an estimated $ 50m a year for driving , but it is through endorsements that he stands to reap a greater windfall . Stephen Cheliotis , chief executive of the Centre for Brand Analysis and UK Superbrands and CoolBrands Councils ' chairman , said Hamilton was the most marketable driver because he was a breath of fresh air . He had helped drive up race attendance and television fewer figures dramatically in his first season . `` He is young , mixing with the right people everyday -- rappers , film stars -- and a lot more articulate than Kimi Raikkonen , '' Cheliotis said . `` He is also the first black driver and it does have a bearing , much like Tiger Woods in golf . He is also the most marketable because he is going to be the best , much like Michael Schumacher . '' Pippa Collett , Sponsorship Consulting 's managing director , said Hamilton was certainly the most marketable driver in the short term . His performance meant he was the dominant member of a group of `` young turks '' -- Nelson Piquet Jr , Nico Rosberg , Heikki Kovalainen -- who had great potential . Collett said in terms of the media Hamilton 's performance , friendliness , English speaking background and professionalism were key assets . If he could maintain these he would earn more than Schumacher -- the sport 's first billionaire driver . Indeed , Schumacher set an example which Hamilton would be wise to follow . He was the first driver to win personal sponsors after Ferrari allowed him to sign a $ 10m annual deal with a German bank to place its logo on his cap . The German also actively pursued the development of his own retail range , which included caps -- he sold hundreds of thousands at $ 30 a pop -- and even a branded vacuum cleaner . Collett said Schumacher 's manager , Willi Weber , was very good . `` Schumacher was a nice guy but not very charming . However , he was very professional and you knew he would turn up , '' Collett said . Cheliotis agreed Hamilton would earn considerably more than Schumacher , and that there would be a big gap between his earnings and that of the other drivers . However , there were pitfalls . Lewis had already made the mistake of saying he was moving to Switzerland to avoid the limelight when it was all about avoiding tax , Cheliotis said . `` He said that and then turned up at every awards night for a month . '' Cheliotis said appearing arrogant , being caught out by the tabloid press , endorsing a brand and then using another and over selling himself could also damage his value . `` The big danger with someone like Hamilton is that he is so in demand and that he has so many sponsors it leads to brand confusion . There is a danger of being one of 50 sponsors and not getting any value . '' Collett said Hamilton needed to develop his `` life-time brand '' . While Raikkonen may not be a media darling he had developed an `` Iceman '' image , which was just as important in the long term . English footballer David Beckham , whose performance had dropped off , had successfully developed a life-time brand that would out last his playing career . Collett said Hamilton 's one weakness may be his father , Anthony . `` His dad is his manager . Your brand positioning is as an individual ... having your dad around too much could affect your brand . '' Collett said Hamilton would have to be wary of bad press , but a little bit of young turk behaviour could enhance his image as long as he continued to excel . `` I think that is part of the glamour ... some of that and continued brilliant performances will make his life very easy . '' E-mail to a friend .
Experts say Lewis Hamilton is set to earn more than Michael Schumacher . David Beckham 's `` life-time brand '' provides valuable lessons . A little bit of scandal is good for the bank balance . Comment: