Vodafone has "struck gold" by signing a contract with the McLaren Mercedes Formula One team.

This is the view of the company’s global director of brand and consumer experience, who admits that Lewis Hamilton’s breathtaking emergence has been extremely positive for Vodafone.

David Wheldon told the Associated Press: "People have said that we have struck gold with this partnership and they’re not wrong.

"We set about these things very strategically. We left Ferrari in December 2006 and among the choices were to continue where we were or to go elsewhere, and we are delighted to be a team sponsor."

Particularly exciting from a commercial view is Hamilton’s ability to remain unfazed by the fame that has been thrust upon him. Leading the drivers’ championship at the age of just 22 would undoubtedly intimidate many sportsmen, but Hamilton appears to be taking everything in his stride.

"He is a premier sportsman but another bit of this is that he is a thoroughly charming bloke. I watch him wander up and down the pit lane, he stops for every person wanting to take a picture, he’ll talk to every kid, he’ll sign every autograph and he’ll do all of it smiling," Mr Wheldon added.

He insisted, however, that Fernando Alonso is similarly important to Vodafone, as the defending champion and experienced team-mate. Together, Hamilton and Alonso are a marketing dream, Mr Wheldon suggested.

"The team are miles ahead of Ferrari, Fernando is doing very well as well but Lewis is the rookie sensation. This almost couldn’t be better," he beamed.

After heading to the United States and France, Hamilton and Alonso will line up together at Silverstone, looking to pull further away from Felipe Massa, Kimi Raikkonen and Nick Heidfeld.

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