But facing a potentially un-competitive season with the McLaren MP4-24, Hamilton can expect a very different kind of press in 2009.
Here’s how the British media covered McLaren’s admission that the MP4-24 isn’t up to scratch:
“The world champion has crashed twice during testing in Barcelona.” (Daily Mirror)
“So slow was Hamilton’s McLaren in pre-season testing at Barcelona this week that Martin Whitmarsh, the new team principal, and Norbert Haug, boss of engine suppliers Mercedes, took the unusual step of making their plight public.” (Daily Mail)
“Lewis Hamilton is a great talent — potentially one of the greatest to drive a Formula One car — but if he does not have a vehicle under him that can compete with the best on the grid, then even he will end up looking ordinary.” (The Times)
“It could be several grands prix into the 17-race season before he is able to challenge Ferrari, BMW and Brawn GP who have been setting the pace.” (The Sun)
“The news will come as a blow to the legions of Lewis Hamilton fans in this country, although McLaren do still have time to rectify the problem.” (Daily Telegraph)
“Reigning Formula One world champion Lewis Hamilton will head into the season-opening Australian Grand Prix in just 16 days’ time with a car that is not quick enough.” (Daily Express)
Today the stories are about how the car isn’t up to scratch. But what will the headlines be once the season has started and the press have to get used to Hamilton not standing on the podium every other weekend?
The British press - especially the sports press - has a reputation for being fickle. Hamilton’s coverage so far has been largely positive, aside for some sniping over his decision to move to Switzerland. But he faces a tougher time from the national press as he faces the prospect of defending his world championship in a weak car.
For the press, reasons will have to be found for why he’s not winning, regardless of whether he does anything wrong. Everyone knows how well newspapers sell when there’s an established star who can be taken down a peg. The Sun will probably accuse him of spending too much time on the yacht it claimed he bought last week which Hamilton later denied.
Hamilton has already complained about how media intrusion has changed his life. But how will he cope when the press love-in turns sour?