The merger primarily affects the development of the Hamilton Project 44 business.
Recent ventures include the launch of the Hamilton Commission, created to improve the representation of black people in British motorsport, and the creation of the X44 team, which competes in the Extreme E all-electric off-road championship.
Thow will work with Hamilton to build Project 44 in support of his racing career, philanthropy, entrepreneurship and entertainment activities while the Mercedes Grand Prix driver focuses on his Formula 1 career.
A source close to P44 said: “Lewis is committed to and focused on his racing career for a few years, but through this partnership he is able to build and grow his business over the long term.”
Born in Canada and based in New York, Thow is the founder and CEO of Copper – an investment and talent consulting firm specializing in entertainment, media, fashion, sports, technology and philanthropy.
Penni Thow, Sports and Media Talent Manager
Photo by: Sam Wallander
Prior to Copper, Thow played a key role in setting up SB Projects as Executive Vice President.
She worked with the American music mogul Scooter Braun, best known for directing artists Justin Bieber, Ariana Grande, Demi Lovato and J Balvin.
SB Projects and Ithaca Holdings were recently sold to the South Korean company HYBE for $ 1 billion.
Thow also helped launch the One Love Manchester benefit concert – led by Grande in response to the 2017 Manchester Arena bombing – which raised more than £ 17 million for the British Red Cross.
She was recognized for her work leading Bieber’s “Give Back Philippines” campaign to raise funds after Typhoon Haiyan.
Thow also helped set up American model Karlie Kloss’s nonprofit, Kode With Klossy, which runs free two-week STEAM coding camps for young people ages 13-18.
This change in the structure of Project 44 follows Hamilton and his long-time friend and British Formula 3 champion from 1993, Marc Hynes, who opted for an amicable separation ahead of the 2021 F1 season.
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