Hmmm I do like the idea but sponsorship would probably get in the way.
I'd have thought it'd be better for sponsors to have stuff more clearly linked to the drivers name?
Also I think Max will lose the number 1 to one of the mclarens which will then set off a chain of people wanting to buy a mclaren jersey with the number 1 on it.
Perhaps, although merch sales aren't that large a part of the overall for F1, are they? Also, Lewis didn't run with the 1, did he? Keeping the 44 instead, iirc.