Marlboro’s association with Formula 1 racing started back in 1972 when the brand sponsored BRM.
Two years later, Marlboro started its partnership with McLaren, one that was tremendously successful, racking up nine World Drivers’ Championships. Apart from being McLaren’s title sponsor between 1974 and 1996, Marlboro was also a sponsor for Ferrari, although it appeared mostly on drivers’ helmets until the mid 1980s.
In 1997, Marlboro became Ferrari’s title sponsor and the Scuderia Ferrari Marlboro F1 Team won five World Drivers’ Championships from 2000 to 2004 with Michael Schumacher and one with Kimi Raikkonen in 2007. On most of those years, drivers wore Ferrari Marlboro helmet designs and the logo was present in the cars and racing overalls.
The Marlboro logo was not always present in the cars, though, as laws forbidding tobacco branding were in place in Europe and other countries.
Although the Marlboro logo has not been seen on a Ferrari or other Formula 1 cars since 2008, Marlboro has been a sponsor for Ferrari through a big deal that started in 2011 and was renewed a couple more times. Subliminal advertising has definitely been part of Marlboro’s partnership with Ferrari, and we can see Philip Morris’ Mission Winnow campaign being displayed on the Maranello cars in countries that allow it.
Marlboro and other tobacco brands were heavily involved in Formula 1 in past decades. In fact, the first-ever car with a livery dedicated to a title sponsor in Formula 1 history was Lotus with its initial 1968 challenger, the Lotus 49, and tobacco company Gold Leaf.
At CM Helmets we offer you several Marlboro Ferrari replica helmets, from Niki Lauda to Michael Schumacher.