'Priceless' Lewis Hamilton has been warned that failure to retain his crown would be a disaster for Formula One.
The spotlight is firmly on the reigning world champion after a stunning start to the new campaign has him in the driving seat for a sixth world title.
Hamilton has won four of the opening six races of the campaign and currently leads rejuvenated Mercedes team-mate Valtteri Bottas by 17 points ahead of Sunday's Canadian Grand Prix.
Away from the track, the 34-year-old has his own fashion collection with renowned designer Tommy Hilfiger.
The Brit also keeps his 11.4million Instagram followers up-to-date with his globe-trotting exploits and spends his spare time with A-list celebs including Canadian model Winnie Harlow.
And David Coulthard believes Hamilton’s star attraction is crucial to the sport - and that a title win for Bottas would be an anti-climax.
He told Mirror Sport: “He is the biggest star in Formula One - but therein lies a dilemma.
“Not taking anything away from Valtteri who has really learned from his mean season last year. He came back strong this year, put in some great performances and could well win this world championship.
“But if Valtteri Bottas won the world championship, it’s big news in Finland and big news in the world of Formula One but it’s not going to move the dial in global markets.
“Lewis and his profile in America, his fashion line with Tommy Hilfiger, and all of the various things he does take him and Formula One to another audience.
“That’s not a reason to give him the championship, but it’s a much bigger thing than just who wins the championship - and it does look he’s in the driving seat.”
A miserable start for Ferrari's Sebastian Vettel looks set to leave Hamilton and Bottas to fight it out for the drivers' title.
There have even been suggestions the German could retire at the end of the campaign, but Coulthard reckons Vettel will hold firm until at least 2020 when his £36million-a-year contract expires.
However the Scot has claimed Hamilton is head and shoulders above his rival when it comes to racing, and can understand why Vettel is unsettled.
He added: "Personally speaking, I don’t think he is as good at wheel-to-wheel racing as Lewis.
“I think he’s quick and able to win grands prix and championships but I would put my money on Lewis winning a wheel-to-wheel battle based on when I’ve seen them go wheel to wheel.
“But we must remember he’s a four-time world champion on merit. I don’t think there’s anything wrong with Seb other than that the car, the environment and management style have changed so much compared to last year.
“Clearly it hasn’t been working this season - and it's been quite disruptive (for Vettel and the team).
“Lewis on the other hand - OK, Niki Lauda is sadly no longer with us - but otherwise Lewis has had great stability over the last few years.”
