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End of an era: Ferrari separates from Marlboro after 50 years!
Ferrari ends its collaboration with Philip Morris after more than 50 years. Marlboro logo finally disappears from Formula 1.
End of an era: Ferrari separates from Marlboro after 50 years!
An iconic era is coming to an end: After more than 50 years, Ferrari is parting ways with Philip Morris as a sponsor. The legendary Marlboro lettering, which adorned Scuderia racing cars for decades, will no longer be seen on the cars. The partnership, which began with the legendary Ferrari driver Arturo Merzario, reached its peak in the successful years with Michael Schumacher, who won a total of five world championships in the colors of Marlboro. The influence of tobacco companies in motorsports dates back to the 1970s, but the global ban on tobacco advertising brought that period of history to an abrupt end in 2022.
How Cosmo reported that in addition to Marlboro, other sponsors, including Santander and Palantir, also disappeared from the Ferrari list. In contrast, however, the future is celebrating with new partners: UniCredit and IBM are following in the footsteps of past sponsors. The move away from tobacco brands highlights the change in the sponsorship landscape of motorsport.
Fast cash and subtle tactics
But the relationship between Marlboro and Formula 1 was not always so ordinary. The tobacco company was known for its creative marketing strategies to escape strict advertising restrictions. In 2005 and 2006, Marlboro introduced its famous barcode logo, which was placed on Ferrari's vehicles in place of the actual lettering. Contrary to the new EU regulations, this design was a clever attempt to stay true to the brand presence without directly breaking the law.
According to the information from Smart motoring This strategy caused a lot of attention. Critics saw it as subliminal advertising, which has been illegal in the EU since the late 1950s. Finally, Ferrari pulled the ripcord in 2010 and banned the controversial logo from their vehicles. Philip Morris, on the other hand, retains a central role in Ferrari's involvement in Formula 1 by renting out advertising space to third parties.