Max Clifford, the PR guru, believes Lewis Hamilton is on course to become the highest-earning British sportsman of all time.

The 22-year-old is on the brink of crowning a sensational debut season in Formula One by clinching the world title. He built a 12-point lead over Fernando Alonso with two races remaining following his victory at the Japanese Grand Prix last weekend.

It has been suggested that Hamilton's success could see his basic wage at McLaren increase to around £20 million and Clifford believes the next decade will see him enter the top league. "Potentially he could be one of the highest-earning sports stars in the world," Clifford said. "If he is world champion in one of the most lucrative sports in the world - and it looks like he has got a very good chance of being - he could easily, in the next ten years, be worth £100 million.

"That is obviously dependent on him continuing to be successful but Schumacher retired at 37, so he could have more than ten years at the top.

"He has shown he has got the ability and is improving all the time. He could up there with the Tiger Woods and Roger Federers. He has the potential to even overshadow David Beckham. He is going to be a very rich man.

"He could be the highest-earning British sportsman ever if his ability and good fortune continues."

Sponsors and advertisers are already clamouring for endorsement from Hamilton and Clifford believes that will increase considerably if the Hertfordshire-born racer clinches the title.

Victory for Hamilton at the Chinese Grand Prix on Sunday will ensure he becomes the youngest and the first rookie world champion.

"Nothing succeeds like success and if Lewis Hamilton puts his name to anything it will sell," Clifford said. "He is a good-looking young boy and popular with the ladies. As world champion he would be a sponsor's dream."

Hamilton, however, does not feel he needs to force the issue. It is expected he will be offered improved terms by McLaren but his father and representative Anthony insists they will not be demanding a new contract if the title is won or not.

"We have the same contract from when we signed up for this job but everything changes after a while, doesn't it?" Hamilton Sr said. "We won't be asking for anything. We will be waiting as normal to be given things as it's much better to be given than when you ask.

"But I'm sure we won't have to wait long. We are in a long-term relationship at McLaren."

Hamilton, who has been nurtured by McLaren for some time, was given his chance after Kimi Raikkonen left for Ferrari last year. He has made an incredible impact and Clifford has stressed the need to try to keep feet on the ground. "It is something I have to constantly remind people about," he said. "One thing I do is get them to spend time with kids at children's hospices. It shows them lucky they are and just how easy it is to go wrong. It is a great way to keep them on the ground, and it works."