Lewis Hamilton will turn down the opportunity to return to the #1 plate next year, instead sticking with his #44.
The recently-crowned Formula One Champion has stuck with #44 throughout his career, although did briefly opt for #1 after his first Championship in 2009.
Hamilton believes that #44 has become a part of his identity in racing - although almost certainly sees it as a greater branding opportunity than #1 (even if he believes it's a case of his fans 'relating' to the number 44 more).
#1 is only available to the reigning champion, therefore holding its own prestige, but Formula One introduced personalised plates in 2014 - allowing Hamilton to race as the number #44 that he's loved since childhood.
“I don’t plan on changing it, number 44 is family,” said Hamilton.
“It’s really weird and I guess everyone gets a lucky number at some stage, but we chose that, my dad chose that number when I was young.
“There is a picture of me with 43 on my car when I was in cadets because some other kid stole my number and I had to be 43, but that wasn’t really my number, it was one picture they got.
"I think that was the weekend Mark Blundell had been there to hand out trophies and it was the first time I met a Formula One driver.
“I think I will only use 44. You know you could fit the number 1 within the 44 but I don’t really like the number itself. People had it in the past, Michael [Schumacher] had it, but no one’s had 44 except me.
“It’s been a good number for me since I started. I think it’s the number my fans recognise and can relate to more. The number 1 is good for a moment but you can’t live with it forever. Whereas 44 will stay with me forever.”
It's making these tough decisions that prove Lewis Hamilton is truly the best in the world.
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