Formula One Teams See Past Smoke Screen–Jonathan Munk
In July, the EU banned tobacco advertising in Formula One racing (the largest spectator sport after the Olympics and soccer’s World Cup). And since some of the major teams are sponsored primarily by nicotine providers, many eyes have been waiting to see what the teams would do.
Two of the teams are currently mapping out their sponsorship future. But while one team was able to quit the tobacco habit cold turkey, another has refused to give it up until at least 2011.
The McLaren team is now in the market for a new primary sponsor after losing long-time German benefactor West Tobacco, even though today the team announced the addition of sponsorship from Hilton International, the world’s most recognized hotel chain. You will be able to see the Hilton logo on the rear spoiler of Team McLaren’s racers starting with the Belgian Grand Prix. My hunch is that after this year, the Hilton logo will creep its way to the fenders, side-panels, and hood of the team’s cars as well.
Interestingly, Phillip Morris, a veteran sponsor of the Ferrari team, promised to continue financial backing for the team until 2011 despite not being able to plaster the Marlboro logo on the cars during events held within the EU’s grasp. Phillip Morris reps have stated that they will still back the team in tobacco-forbidden races, but will do so without branding.
Since Marlboro’s logos have been gracing Formula One Ferraris for so long, and since teams will still be allowed to use taglines and similar paint schemes, many viewers probably won’t even notice the missing bow-tie shaped logo.
The tobacco sponsors of the BAR, Jordan and Renault teams have yet to announce whether they plan to continue putting their logos on Formula One racers.