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The Circuit

Hamilton becomes Formula One's bling king

  • Story Highlights
  • Lewis Hamilton's signature is traced on his helmet with hundreds of diamonds
  • McLaren ace says all the sponsorship deals and bling have not changed him
  • Ron Dennis hails Hamilton's dedication as key to his enormous appeal
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By CNN's Glen Scanlon
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LONDON, England (CNN) -- Lewis Hamilton's glittering Formula One career has been given even more sparkle with the addition of hundreds of diamonds to his helmet for the Monaco Grand Prix.

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Lewis Hamilton and model check out his new diamond encrusted helmet.

Hamilton and McLaren team-mate Heikki Kovalainen's signatures have been added to their helmets using Steinmetz diamonds.

And while some may believe it is yet another spectacular example of Formula One's excess, an excited Hamilton told CNN it showed why the sport is "probably the coolest in the world."

"We had my signature this year done all in diamonds and put on top of the helmet. And there is also some diamonds on the side. But this is cool."

Hamilton, who is becoming one of the world's most marketable sport stars, will also receive a free diamond ring from the company to go with the $10,000 one modeled on a tire which he received last year.

However, the Briton, who is set to sign a $20 million deal with Reebok after agreeing a five-year contract with McLaren worth an estimated $140 million in January, said all the bling and sponsorship deals had not changed him. Video Watch Hamilton play with his new bling »

"[The deals] Doesn't add pressure. For me it's kind of strange because I'm still your normal guy and when I'm at the races I'm racing a Formula One car.

"I don't see what you see when you're watching Formula One. It's difficult for me to really understand what you're talking about when they say I'm one of the biggest marketing brands."

Experts have predicted Hamilton's unique appeal and talent could see him eclipse Michael Schumacher, who is worth more than $1 billion, as the sport's richest driver.

If the Reebok deal is confirmed, he will surpass footballer David Beckham as Britain's highest earning sport star.

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McLaren boss Ron Dennis said Hamilton's brand appeal was also due to his dedication.

"The best twist about him is he just lives and loves every minute of his life. He wouldn't want to do anything else and I wouldn't want him to do it in anybody else's car."

All About Lewis HamiltonHeikki KovalainenRon DennisFormula One Racing

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