JEREMY CLARKSON’S HAWKSTONE PLAN sparks curiosity after Formula 1 sponsorship dream is revealed.

The Clarkson’s Farm presenter, 66, has built a diverse business portfolio since stepping away from Top Gear in the mid-2010s, expanding far beyond television into agriculture, hospitality, and beverage production.

At the centre of his current ventures is Diddly Squat Farm in Chadlington, Oxfordshire — a 1,000-acre mixed farm that has become widely known through the Amazon Prime series Clarkson’s Farm. The site now operates as both an arable and livestock farm, while also serving as a major visitor attraction.

Alongside Clarkson, his partner Lisa Hogan plays a key role in running the Diddly Squat farm shop, which continues to draw thousands of visitors each year, contributing significantly to the farm’s public profile and commercial reach.

EXPANDING BUSINESS EMPIRE BEYOND THE FARM

Clarkson’s entrepreneurial activity has continued to grow beyond agriculture. In 2024, he expanded into the hospitality sector by purchasing a pub near Burford for approximately £1 million. The venue was renamed The Farmer’s Dog and quickly became another popular destination associated with his brand, despite ongoing reports of operational costs and financial challenges.

In addition to farming and hospitality, Clarkson also oversees the Hawkstone drinks brand, which is brewed just across the border in Gloucestershire. Many of its ingredients are sourced directly from Diddly Squat Farm, creating a direct link between his agricultural output and consumer products.

This interconnected business model has helped establish Hawkstone as more than just a beverage label — it is increasingly positioned as an extension of Clarkson’s farming identity and media presence.

A SURPRISING FORMULA 1 AMBITION

Despite his focus on rural life and business development, Clarkson has now revealed a new aspiration that connects his brand to the world of motorsport at the highest level.

In a post on social media platform X (formerly Twitter), he shared his long-term goal for Hawkstone, writing:

“One day, I hope Hawkstone is big enough to sponsor an F1 team. But which one?”

The comment immediately sparked discussion among fans and followers, many of whom were surprised to see Clarkson linking his agricultural beverage brand with Formula 1 sponsorship — a space typically dominated by global alcohol, technology, and luxury brands.

LOCAL SUGGESTIONS AND F1 CONNECTIONS

Clarkson’s post quickly prompted responses, including suggestions that he keep the partnership local by considering Alpine F1 Team, which is based in Enstone, Oxfordshire — close to his own business operations.

The connection is not entirely far-fetched. Clarkson has previously shown informal ties with the Alpine team, including a visit in 2024 where he reportedly delivered Hawkstone drinks to the factory following a notable podium success. The gesture highlighted his growing interest in blending his brand identity with high-performance sport culture.

Alpine is also undergoing significant branding changes, with future rebranding plans already being discussed within the sport, adding further speculation about potential sponsorship opportunities in the coming years.

SPONSORSHIP TRENDS IN FORMULA 1

Clarkson’s idea is not without precedent. Formula 1 has increasingly attracted beverage brands as sponsors, particularly in recent seasons as alcohol and non-alcoholic drink companies compete for visibility in global motorsport.

Current examples include Jim Beam’s association with the Cadillac F1 project, Peroni Nastro Azzurro 0.0’s partnership with Ferrari, and Estrella Galicia 0.0’s collaboration with McLaren. These partnerships highlight the growing commercial importance of lifestyle and beverage branding within the sport.

This trend suggests that a brand like Hawkstone — particularly one with a strong narrative tied to agriculture and British production — could theoretically find a place within the F1 sponsorship ecosystem in the future.

CLARKSON’S HUMOUR AND MOTORSPORT CONNECTION

Clarkson also recently made light-hearted comments about Formula 1 during the Catalunya Grand Prix weekend, joking about Lewis Hamilton’s victory with Ferrari and referring to the situation in humorous terms tied to sponsorship and branding.

Such remarks reflect Clarkson’s long-standing connection to motorsport culture, shaped by his years as a presenter on Top Gear and The Grand Tour, where Formula 1, supercars, and racing culture were frequent topics of discussion.

FROM FARMING TO GLOBAL BRAND POTENTIAL

What makes Clarkson’s latest ambition notable is the way it reflects the evolution of his post-television career. What began as a personal farming experiment has grown into a multi-layered business network spanning agriculture, retail, hospitality, and now potentially global sports sponsorship.

Diddly Squat Farm, once considered a novelty project, has become a central hub in a wider commercial ecosystem. The integration of farm produce, branded drinks, and media exposure has positioned Clarkson’s ventures as a unique hybrid between entertainment and enterprise.

FINAL THOUGHT

While the idea of Hawkstone sponsoring a Formula 1 team remains speculative, Clarkson’s comments highlight how far his business interests have expanded beyond traditional farming.

From running a working farm in Oxfordshire to owning a pub, building a drinks brand, and now contemplating motorsport sponsorship, Jeremy Clarkson’s post-Top Gear career continues to evolve in unexpected directions.

Whether or not Hawkstone ever appears on an F1 car, one thing is clear: Clarkson’s ambitions are now racing far beyond the boundaries of Diddly Squat Farm.