Have done for decades. Senna, Martin Brundle, Michael Schumacher, Niki Lauda are some of the notable ones. It’s the bit of branding that’s theirs, not the team or the sponsor. It’ll follow them between teams and on to their next career too.

So they can sell their own merch.

Because it’s owned by Americans now. Same reason the drivers have silly little introduction videos like they’re about to take part in fake wrestling.

They’ll have theme tunes too next season. Probably.