Announced in March 2021, Penni Thow joined Hamilton’s inner-circle a🀅s his manager, but also to assist him with pro♛jects such as Project 44.

Thow - who is based in New York - is the founder and chief executive of Cooper - a🔯 company that specialises in entertainment, media, fashion, sports, technology, and philanthropy.

Prior to Cooper, Thow was executive vice president for SB Projects𓂃, which is owned by Scooter Braun - the manager of music artists Justin Bieber and Ariana Grande.

As SB Projects’ head of 🌃social impact, Thow headed Bieber’s 2013 campaign - #GiveBackPhilippines - raising over $1 million for typhoon relief ไand aid.

Similarly, she helped launch the ‘One Love Manchesꦚter’ concert, led by Grande, following the 2017 bombing in Manchester - this raised over £17 million for the British Red Cross.

Thow’s role in Merc talks

As revealed by team boss Toto Wolff, Thow 💖🉐is playing an integral role in the negotiations that are taking place between Hamilton and Mercedes.

Hamilton’s current F1 deal runs out at the end of F1 2023, but he has reiterated his desire to remain with the team for t🌠he ไnext couple of years.

In an interview with ESPN, Wolff confirmed much-needed Thow’s involvement.

“At the end of the ꦉday, talking about money with your friend is difficult,” Wolff said.

"Penni [Thow, Hamilton's manager] helps🌄. Penni has been keeping us in check and we have found a good modus operandi with her about how we ta🅺lk.

"We avoid talking to each other🏅 about money but we both talk to Penni."

Thow is also playing a crucial role🐎 in Hamilton’s off-track exp𓂃loits.

Hamilton has a growing portfolio of projects outside of F1, including the launch of the Hamilton C𝓰ommission, his own Extreme E team♌ and production company.

His new production company was launched in the backend of 2022 in collaboᩚᩚᩚᩚᩚᩚ⁤⁤⁤⁤ᩚ⁤⁤⁤⁤ᩚ⁤⁤⁤⁤ᩚ𒀱ᩚᩚᩚration with Thow’s company, Co𓆉oper.

Dawn Ap🍰ollo Films is c🔥urrently working on a feature F1 film involving Brad Pitt.