Well that’s blown it. The most exciting new talent to hit Formula 1 in a long time is about to find himself in the centre of the dreaded British tabloid hype. Jenson Button wilted under the spotlight. Lewis Hamilton might not cope much better, despite the nerves of steel he has shown in his career so far.

A few people are worried that he will catch the “Formula 1 disease” and lose his racing edge, opting for a safe 8 or 6 points instead of taking the sort of risky moves we have seen from him. More worryingly, Hamilton will have to take the chequered flag soon, otherwise the media will make him pay the price. The fact that Button took so long to win a race suffocated the man. Expectations were too high. The higher the expectations, the bigger the pressure and the worse the performance.

And as Clive James has pointed out, it could be even worse for Lewis Hamilton because he is black. So not only is he a sportsman who is expected to win. He is also expected to be a representative of an entire race.

But Hamilton, as a rookie, has had it relatively easy so far. His first three races happened in relative anonymity as far as the general public was concerned. Now, it seems, everybody knows about him. He has made history, being the first ever driver to finish on the podium in each of his first three races.

Yesterday morning Jackie Stewart moved the hype machine up a gear by saying that he could be the World Champion this year. He would be the first rookie to do so, apart from the very first World Champion back in 1950 (because they were all rookies).

In one sense, Jackie Stewart is absolutely right. What he said is really no more than a statement of fact. Lewis Hamilton could win the World Championship this year. I said so myself yesterday. But there is a difference between me and Jackie Stewart.

I am an arsehole with a blog. I have never raced a car in my life. The ultimate armchair enthuso-dick. Stewart, on the other hand, is one of the most respected observers of Formula 1 in the world, a triple World Champion who has seen decades of racing and knows what he is talking about.

As such, Jackie Stewart’s word is taken as gospel. And because he has said that Hamilton could win the championship this year (a statement of fact), people will now start to expect him to actually win the championship this year (a fanciful tabloid seller).

Jackie Stewart’s appearance on Today was just the first step, and by the end of the morning Matt Bishop, editor-in-chief of F1 Racing, was on Radio Five Live spouting the biggest load of crap I have ever heard about a driver who has only driven three grands prix.

F1 Racing is a good magazine, but it likes its hype and sensationalism. It’s a bit like the NME of motor racing publications. “Why Nico Rosberg will be world champion!” and “Robert Kubica is the best rookie since Alonso!” are two typical headlines you might see in F1 Racing. They said similar sorts of things about Fisichella and Trulli a decade ago.

This is made worse by the fact that Hamilton happens to be British, so everyone in the country will be interested. I can see the next cover in my head. “HAMILTON! The best driver the world has ever seen! And why he will be the first ever rookie champ!”

I can understand this sort of thing when it is designed to sell magazines. But Matt Bishop was there on Radio Five Live representing Formula 1. He is meant to be a level-headed expert. So what did he say?

He said that Hamilton has trounced his team-mate Alonso. Well, he beat Alonso in the last race, but was it a trouncing? It looked to me as though Alonso was just struggling on the soft tyres. He had a bad race in Bahrain. But in the other two races, Alonso beat Hamilton. At best, I would say Hamilton and Alonso look neck-and-neck.

But what Mr Bishop went on to say after that was even worse, almost unimaginable. He said that Hamilton is one of five or six drivers in Formula 1 history who have ever had this much talent. And then a minute later he even trotted out the names of people who Hamilton is meant to be as good as.

Lewis Hamilton is in the same chapter only as Juan Manuel Fangio, Jim Clark, Ayrton Senna, Michael Schumacher. And that’s it.

So, with a career that has lasted just three races, Lewis Hamilton is, according to Matt Bishop, at least the fifth-best driver the world has ever seen; the latest in a short list of Formula 1′s most legendary names. That is just an extraordinary thing to say. He hasn’t even won a race yet. Hamilton has looked impressive, but give him a chance! This is just going to create expectations that simply will not be met any time soon.

And, predictably, it just gets worse with ITV’s coverage. ITV have spent the past few years creaming their pants over the distinctly average Jenson Button. Now that a genuinely good British driver has arrived it is just one big Lewis Hamilton wank-fest.

As if the interviews with his brother (eh? What other sports give you interviews with a sportsperson’s brother?) weren’t bad enough, ITV even manage to spend their whole time talking about Lewis Hamilton even when they are interviewing other drivers.

Before the race at the weekend there was an interview with Robert Kubica where Louise Goodman actually said to him something along the lines of, “But you’re making the sort of mistakes that Lewis Hamilton should be making as a rookie — what do you think of him?”

And then after the race there was an interview with Alonso where the questions about Alonso’s race came across as a chore for Louise Goodman, who obviously couldn’t wait to say, “But Lewis Hamilton had a good race, didn’t he?” Alonso frowned and politely said “yes”, but if I was in his shoes I might have given her a punch.

And the British public will tune into the Spanish Grand Prix next month expecting to see something amazing. And Hamilton will now know what is expected. And he will be unable to deliver it.

Let us just remember the last time a rookie driver had such an impressive start to a career. Jacques Villeneuve came damn close to winning his first race in 1996. He came close to winning that championship. He went on to win the Championship in 1997. But after that, his career was so shoddy that it became just one big embarrassment to the entire concept of the 1997 World Drivers’ Championship.

Something tells me that the next issue of F1 Racing won’t have the headline, “LEWIS HAMILTON: The next Jacques Villeneuve!”