Lewis Hamilton was put on the spot over an Instagram story he posted ahead of the Hungarian Grand Prix. The legendary Ferrari driver told fans to ‘follow the smoke’ after posting a teaser for an announcement on August 8th. The seven-time world champion put up an Instagram story with a video of a smoking matchstick, propped up against a matchbox.

The container was labelled with the text “08.08”, symbolising a launch date of August 8th. This sparked a social media frenzy as fans attempted to decipher the message. Most fans agreed that the announcement is likely related to either one of the Brit’s many business ventures outside of F1, or a fashion collaboration with Dior, which was confirmed earlier this year.

Hamilton was asked directly ahead of the Hungarian GP, but the 40-year-old gave nothing away. “What’s happening on the 8th? Can’t say,” he replied with a smirk. “I can’t even give you a hint. You gotta follow the smoke.”

Between now and the announcement, Hamilton will return to the Hungaroring circuit, where he has dominated over the years. The Stevenage-born racer has scored eight wins at the Hungarian GP - more than any driver in history - and will expect to challenge for his first podium as a Ferrari driver.

"The last god knows how many seasons have been hard in their own way,” he explained on Thursday. “This one's definitely been the most intense one, I would say. Just from a work perspective, integrating into a new culture, into a new team. It's not gone smoothly in all areas, and it's been a real battle.

"Yeah, my spirit, I definitely need to get away and recharge, be around the kids, laugh, let go. I'm sure there'll be some tears at some point, and I think that's really healthy. But I'm always excited to race. I love what I do. I love being in red. I love working with this team. I have such belief in this team. It's really hard to explain, but I already had it a lot when I was in my previous team.”