Branded: 40 years of F1 sponsorship

[62 250 GTO]

LONDON, England (CNN) -- Next year marks the 40th anniversary of sponsorship in Formula 1. Before 1968 cars were decorated with colour schemes representing national flags with only discreet hood badges identifying the manufacturers (though Honda and Lotus blazed a trail by painting their names on their cars in 1966).

Now sponsorship of cars and drivers is worth an estimated $1bn per annum and barely a centimetre of each car goes unadorned with logos.

The biggest change in recent years has been the decline in tobacco sponsorship. Ever since Lotus ran out in the colours of the hand-rolling tobacco, Gold Leaf -- in 1968 -- tobacco and Formula 1 have had a long and controversial relationship.

Tobacco sponsorship created many memorable colour schemes: the yellow and black of Jordan (Benson and Hedges), black and gold of Lotus (John Player Special) and the red and white of Ferrari (Marlboro). And then there was the British American Racing team, which arguably only existed to push the 555 and Lucky Strike Brands of its parent, British American Tobacco.

Now the only prominent tobacco sponsorship is Marlboro's sponsorship of Ferrari. And this is only visible during races in territories where tobacco sponsorship is still permitted.

The end of tobacco sponsorship hasn't led to the expected dip in revenue to the teams. Indeed many companies who might not previously have considered Formula 1 sponsorship -- because of the tobacco link -- have come on board, including pharmaceutical giant GlaxoSmithKline which promoted its NiQuitin nicotine replacement therapy products with the Williams F1 team.

The type of sponsor involved with F1 has changed dramatically. In the past many non-tobacco sponsors were well-known consumer brands with a particular emphasis on the automotive and fast-moving consumer goods sectors (Unipart, Parmalat, Gillette). Now you are as likely to see names of sponsors who don't operate in the business to consumer market: business support services, semiconductor suppliers and corporate financial services.

Below is a list of 2007 constructors and a list of their main sponsors. This is not an exhaustive list -- it does not include all the official suppliers and promotional partners -- but one that represents all the logos you are likely to see on the cars, overalls and helmets of the drivers. It goes to show just how Formula 1 has changed in these 40 years.

BMW SAUBER

Petronas -- petrochemicals (Malaysia)

Intel -- semiconductors (United States)

DuPont -- chemicals (United States)

Credit Suisse -- financial services (Switzerland)

Dell -- computers (United States)

Puma -- sportswear (Germany)

Bridgestone -- tires (Japan)

FERRARI

FIAT -- automobiles, FIAT is Ferrari's parent company (Italy)

Shell -- petrochemicals (Netherlands/UK)

Alice -- telecommunications (Italy)

Bridgestone -- tires (Japan)

AMD -- semiconductors (United States)

Martini -- wines and spirits (Italy)

Acer -- computers (Taiwan)

Mubadala Development -- multi-portfolio investment (Abu Dhabi)

HONDA

Honda's "earth car" livery leaves little space for sponsorship logos. But the following brands are Honda's "team partners":

Bridgestone -- tires (Japan)

Celerant -- consulting (United Kingdom)

Eneos -- petrochemicals (Japan)

Fila -- sportswear (Italy)

Gatorade -- a soft drink brand of PepsiCo (United States)

NGK -- automotive (Japan)

NTN -- engineering (Japan)

Ray Ban -- a sunglasses brand of Luxottica Group (Italy)

Seiko -- watches (Japan)

Universal Music Group -- music brand of Vivendi (France)

McLAREN MERCEDES

Vodafone -- telecommunications (United Kingdom)

Santander -- financial services (Spain)

ExxonMobil -- petrochemicals (United States)

Johnnie Walker -- whisky brand of Diageo (United Kingdom)

Aigo -- consumer electronics (China)

Hugo Boss -- fashion (Germany)

Tag Heuer -- watch brand of LVMH (France)

Mutua Madrilena -- insurance (Spain)

RED BULL

Red Bull -- soft drinks (Austria)

Bridgestone -- tires (Japan)

Metro -- newspapers (Luxembourg)

Quehenberger -- logistics (Austria)

Leica -- cameras (Germany)

UGS -- US-based software division of Siemens (Germany)

Renault -- automobiles (France)

Hangar-7 -- Red Bull's aerobatic concerns (Austria)

Rauch -- soft drinks (Austria)

Mac Tools -- automotive tools (United States)

RENAULT

ING -- financial services (Netherlands)

Bridgestone -- tires (Japan)

Elf -- lubricants brand of Total (France)

Hanjin -- shipping (Korea)

Chronotech -- watches (Italy)

SPYKER

Etihad -- airline (Abu Dhabi)

Bridgestone -- tires (Japan)

Aldar -- real estate (Abu Dhabi)

Medion -- consumer electronics (Germany)

Superfund -- alternative investment vehicles (Monaco)

McGregor -- fashion (Netherlands)

Lease Plan -- fleet management (Netherlands)

Exact Software -- corporate software (Netherlands)

Rhino's -- soft drinks (Germany)

SUPER AGURI

SS United -- petrochemicals (Japan)

Honda -- automobiles (Japan)

Bridgestone -- tires (Japan)

Samantha Kingz -- fashion, brand of Samantha Thavasa (Japan)

NGK -- automotive (Japan)

Eneos -- petrochemicals (Japan)

Seiko -- watches (Japan)

Autobacs -- retail automotive (Japan)

TORO ROSSO

Red Bull -- soft drinks (Austria)

Hangar-7 -- Red Bull's aerobatic concern (Austria)

Bridgestone -- tires (Japan)

Amik -- chemicals (Italy)

Avus -- automotive (Spain)

Volkswagen -- automobiles (Germany)

USAG -- automotive (Italy)

Magneti Marelli -- automotive (Italy)

TOYOTA

Panasonic -- consumer electronics (Japan)

Denso -- automotive (Japan)

Bridgestone -- tires (Japan)

Ebbon-Dacs -- business support (United Kingdom)

Kingfisher Airlines -- airline, division of brewer (India)

EMC -- information technology (United States)

KDDI -- telecommunications (Japan)

Time Inc. -- magazines, division of TimeWarner (United States)

BMC Software -- corporate software (United States)

WILLIAMS

AT&T -- telecommunications (United States)

RBS -- financial services (United Kindgdom)

Lenovo -- computers (China)

Petrobras -- petrochemicals (Brazil)

Oris -- watches (Switzerland)

Reuters -- news and financial information (United Kingdom)

Hamleys -- retail, dividion of Baugur (Iceland)

Allianz -- financial services (Germany)

Oris -- watches (Switzerland)

Randstad -- human resources (Netherlands)


http://img.photobucket.com/albums/v6...carofhisfa.jpg
Bruno Senna driving the Lotus car of his uncle, Ayrton. Lotus was a pioneer of Formula 1 sponsorship.

[Far Out]

Originally Posted by 62 250 GTO

FERRARI

FIAT -- automobiles, FIAT is Ferrari's parent company (Italy)

Shell -- petrochemicals (Netherlands/UK)

Alice -- telecommunications (Italy)

Bridgestone -- tires (Japan)

AMD -- semiconductors (United States)

Martini -- wines and spirits (Italy)

Acer -- computers (Taiwan)

Mubadala Development -- multi-portfolio investment (Abu Dhabi)

They should mention that Mubadala is not any investment group but owns a certain share of Ferrari

[Ney]

20012 is a heck of a long way off! I'm not even sure cars or humans will be around by then!

[YellowbirdRS]

Originally Posted by 62 250 GTO

http://img.photobucket.com/albums/v6...carofhisfa.jpg
Bruno Senna driving the Lotus car of his father, Ayrton. Lotus was a pioneer of Formula 1 sponsorship.

Bruno is nephew of Ayrton, not his son.

About the sponsorship I can't imagen any sport w/o big sponsors.

[62 250 GTO]

Originally Posted by YellowbirdRS

Bruno is nephew of Ayrton, not his son.

About the sponsorship I can't imagen any sport w/o big sponsors.

I copied the caption along with the photo, good catch.

[62 250 GTO]

Originally Posted by Ney

20012 is a heck of a long way off! I'm not even sure cars or humans will be around by then!

Five years should be long enough to secure a future without sponsors... if there's one to be had that is....

[Ney]

Originally Posted by 62 250 GTO

Five years should be long enough to secure a future without sponsors... if there's one to be had that is....

That would be 2012, not 20012!

[62 250 GTO]

Originally Posted by Ney

That would be 2012, not 20012!

Well aren't you Mr. Professor today.

Here's an easy question for you... How many fingers am I holding up?

[Ney]

uuuhhhhh.....one big one in the middle?
Did I get it right! Did I... Did I?

[Whisky]

Could F1 survive without sponsorship ?

Sure - but not at the current level it is, and certainly not with the current cars/teams/engineers.

You would get a whole bunch of Penske's and other rich guys from Yurrup like Peter Sauber, and as long as there is television exposure/revenue, they will design a series to make it work.
Just think 1975, F-5000, or even F1 from back then, and that's what you would have (car/team-wise).

But you also need to define 'sponsorship':
1) I will give you tons of money.
2) I will give you tons of free parts.
3) I will pay for all the parts and employees.
4) I want my name on the side of the car for X dollars.
5) I want to promote something on the car or driver.

As I said, as long as it is on TV, folks will be all over it, no major sport has survived without TV, and several have died WITH TV (XFL, USFL). The USFL was fine - until they changed it from a Spring sport to a Fall sport and tried to go head-to-head with the NFL and College Ball.

[DeSoto]

I suppose only manufacturer teams would survive. Even Ferrari would have a hard time.

[RP]

Racing of all sorts would become what it was in the 1950's-1960's without big buck sponsorship, almost amatuerish by today's standards.

TV revenue would also drop as some of the major car sponsors also take out TV ads during race events.