The merger mainly concerns the development of the Project 44 business in Hamilton.
Recent undertakings include the launch of the Hamilton Commission – created to improve the representation of blacks in British motorsport – and the creation of the X44 team which competes in the Extreme E all-electric off-road racing championship.
Thow will work alongside Hamilton to build Project 44 in support of his racing career, philanthropy, entrepreneurship and entertainment pursuits, while the Mercedes grand prix driver focuses on his career in F1.
A source close to P44 said: “Lewis is committed and focused on his racing career for a number of years to come, but through this partnership he is able to build and grow his business for the longer term. . “
Born in Canada and based in New York City, Thow (below) is the Founder and CEO of Copper – an investment and talent advisory 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 was instrumental in building SB Projects as Executive Vice President.
She worked alongside American music mogul Scooter Braun, who is best known for managing artists Justin Bieber, Ariana Grande, Demi Lovato and J Balvin and more.
SB Projects recently sold with Ithaca Holdings in a billion dollar deal with South Korean company HYBE.
Thow also helped launch the One Love Manchester benefit concert – led by Grande in response to the 2017 Manchester Arena bombing – which raised over £ 17million for the British Red Cross.
She was recognized for her work leading Bieber’s Give Back Philippines campaign that raised funds for Typhoon Haiyan relief.
Thow also helped build Karlie Kloss’ model American nonprofit, Kode With Klossy, which offers free two-week STEAM coding camps for youth ages 13-18.
This change in the structure of Project 44 follows the decision of Hamilton and his longtime friend and 1993 British Formula 3 champion Marc Hynes to go their separate ways amicably ahead of the 2021 F1 season.