Jeremy Clarkson has spoken about his long-term ambitions as his business empire continues to expand beyond television and into farming, hospitality, and premium food and drink production.
The Jeremy Clarkson, best known for his role on Top Gear and now as the face of Clarkson’s Farm, has built a growing portfolio of ventures since leaving mainstream motoring television in the mid-2010s. At the centre of it all is his 1,000-acre agricultural operation at Diddly Squat Farm in Chadlington, which combines both arable and livestock farming.
The farm has become a major visitor attraction in its own right, largely due to its popularity on screen and the success of its associated retail operation. Clarkson’s partner, Lisa Hogan, plays a key role in managing the on-site retail side of the business through the Diddly Squat Farm Shop, which continues to draw thousands of visitors each year. What began as a working farm has gradually evolved into a wider commercial ecosystem combining agriculture, tourism, and branded products.
Beyond farming, Clarkson has also invested in the hospitality sector, most notably purchasing a pub just outside Burford for around £1 million in 2024. Rebranded as The Farmer’s Dog, the venue has become another high-profile extension of his rural business portfolio, attracting strong public interest despite reports suggesting its financial performance has been mixed. Even so, it has contributed to Clarkson’s broader strategy of building interconnected rural enterprises.
A significant part of this expansion has been the development of Hawkstone, a drinks brand produced in Gloucestershire using ingredients linked to Diddly Squat Farm. The brand, which includes beer and other beverages, has grown steadily in visibility and scale, positioning itself as a serious player in the British craft drinks market. Its agricultural connection to Clarkson’s own farm has become a key part of its identity and marketing appeal.
Now, Clarkson has revealed a long-term aspiration that connects his business interests with one of the world’s most high-profile sporting platforms: Formula 1. Speaking on social media platform X, he stated, “One day, I hope Hawkstone is big enough to sponsor an F1 team. But which one?” The comment sparked immediate discussion among fans and industry observers about whether the brand could realistically grow into motorsport sponsorship territory.
The idea has already attracted suggestions, including from political figures such as Oxfordshire Conservative leader Liam Walker, who encouraged Clarkson to consider a local link with Alpine, the Formula 1 team based at Enstone. The connection is not entirely speculative—Clarkson has previously engaged with the team in a light-hearted capacity, including delivering Hawkstone drinks to their factory following a podium finish in 2024.
Formula 1 already features a wide range of beverage sponsorships, with major brands such as Jim Beam, Peroni Nastro Azzurro 0.0, and Estrella Galicia 0.0 prominently associated with teams across the grid. This existing commercial landscape suggests that a brand like Hawkstone would be entering a highly competitive but well-established sponsorship environment.
Clarkson has also continued to make headlines with his commentary on the sport. At the recent Catalunya Grand Prix, he jokingly remarked on Lewis Hamilton’s Ferrari victory, suggesting it was slightly ironic given the car’s association with an Italian beer sponsor. The comment reflected his ongoing blend of humour, business interest, and engagement with motorsport culture.
As Hawkstone continues to expand, Clarkson’s comments highlight a broader ambition: transforming a farm-linked drinks brand into a national—or potentially international—name capable of operating at the highest levels of sports marketing. Whether that ambition leads to a Formula 1 sponsorship remains uncertain, but the direction of travel is increasingly clear.
