Initials followed by a number seem to be all the rage in elite sport these days. Cristiano Ronaldo’s CR7 brand is the obvious example, but right up there with it is LH44.

It’s the number Lewis Hamilton has raced with ever since Formula 1 rules allowed drivers to choose their own numbers. And it’s safe to say it’s been a lucky omen for him, given the Brit has won more races than anyone else in history and a record-equalling seven world titles.

All drivers can pick a number which is then reserved for them throughout their career. The only exception is the number one, which is reserved for the previous season’s champion – though they don’t have to take it if they don’t want to.

Most do – Max Verstappen was synonymous until the number 33 until he beat Hamilton to the 2021 title. Since then, the Red Bull driver has raced with the number one and added two more championships to his growing collection.

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But Hamilton is an exception. Even during the height of his powers when he was winning championships for fun, the Brit chose to retain his number 44. Clearly, it has a special meaning for him – as he once explained in a video for his Mercedes team’s sponsors Petronas.

“When I started racing, when I was eight, the number plate on my dad’s car – he had this red Cavalier – and the license place was F44. So he used 44. It was his idea and then it became the family lucky number.”

And he gave a similar explanation at the 2019 BBC Sports Personality of the Year ceremony: “I always start with the number 44 because that’s the number that I had on my go-kart when I was eight years old. It was my dad’s car registration number, F44, so each year, it’s just a new chance to rise to the challenge.”

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It has caught on with Hamilton’s huge army of fans on social media – the #LH44 is regularly used by those posting on Twitter and Instagram. And, in recent years, the number has played a significant role in other aspects of his life.

His clothing brand is named +44, and a percentage of the proceeds from sales on the website go to his Mission 44 charity. That is, other than his racing, Hamilton’s true passion projects as he continues to use his platform to advocate for and try to make societal changes and improve the lives of young people from underprivileged backgrounds.

Mission 44’s main priorities are to “build a more inclusive education system led by diverse teaching staff, open doors to careers within STEM, motorsport and the creative industries and empower more young people to become an influential force for change”.