When famous people exercise their fame to make a point personal to them, then flak is an inevitable consequence.
My view is that there is a time and a place.
As has been pointed out, Mr Hamilton is representing his employers in his professional environment, and as such, it is not appropriate that he advertise is own personal views on a news item involving a tragic death.
If Mr Hamilton wants to highlight this, or indeed any other incident or cause, he is absolutely at liberty to do so, the same as anyone else in a free society.
However, with fame and attendant exposure comes a degree of responsibility to be accepted, and one of those responsibilities is not to make Mr Hamilton's employers of sponsors appear to be silently supportive of his personal viewpoint. They may well be, but that is for them to say, not for him to imply on their time.