Daniel Ricciardo’s first season at Infiniti Red Bull Racing has gone above and beyond all expectations. The 25-year-old Australian has been the best Formula 1 driver this season outside of the two drivers from Mercedes AMG Petronas. Ricciardo is currently running third in the driver’s championship with three wins and six podiums.
With his brand value and name recognition at an all-time high, Ricciardo has entered into the business side of the sport. He has launched his own Kart brand — Ricciardo Kart — to capitalize on his meteoric rise.
His rise has been nothing short of phenomenal. He has even outpaced and outdriven his four-time defending world champion teammate, Sebastian Vettel. Ricciardo still has a shot at winning the title, albeit a slim one since only six races are left this season.
The Ricciardo Kart will be built by BIREL ART, a recent merger between the Birel factory, who Ricciardo started his karting career with, and ART GP. His company has already signed its Australian distributorship even though they have yet to release an initial kart design (expected October 2014), or roll out their first chassis (expected November 2014). Furthermore, the kart is expected to feature heavily in the new-for-2015 Australian Kart Racing Championships.
The value this is going to generate for Ricciardo himself is not detailed, but with his name recognition and brand, there is little doubt that he is maximizing his potential value at the right time.