Last updated: 23/10/2025

Formula 1 has always been more than just racing. It’s a showcase of speed, innovation, and branding brilliance. From tobacco giants in the 1970s to tech titans today, iconic F1 sponsorships have shaped the look, sound, and culture of the sport.

This timeline explores the most iconic Formula 1 sponsorships of all time – the deals, designs, and stories that defined entire eras of motorsport.

The 1960s–1970s – The Birth of Sponsorship in Formula 1

Before 1968, Formula 1 cars proudly wore national colors: British Racing Green, Rosso Corsa, and Silver Arrows. That all changed when Team Lotus partnered with Gold Leaf, marking the first fully branded livery in F1 history.

Gold Leaf Lotus (1968–1971)

Gold Leaf didn’t just sponsor Lotus; they transformed the sport. The red, white, and gold Lotus 49 became the first F1 car to feature full commercial branding, ushering in the modern era of motorsport marketing.

John Player Special (1972–1986)

Lotus continued its trendsetting ways with John Player Special (JPS), another tobacco brand that created one of the most iconic Formula 1 sponsorships ever. The black and gold livery symbolized luxury and performance, becoming a fan favorite that still inspires special edition cars and merchandise today.

Marlboro and Ferrari: The Ultimate F1 Partnership

Few sponsorships in Formula 1 history are as legendary as Marlboro’s partnership with Ferrari. Beginning in the early 1980s and running through the 2000s, the red and white Marlboro branding became inseparable from Ferrari’s scarlet identity. During Michael Schumacher’s dominant era, the Marlboro Ferrari was the ultimate symbol of speed, prestige, and success. Even after tobacco restrictions came into effect, Ferrari cleverly kept the essence alive with barcode style designs that echoed the logo. This partnership was more than advertising; it became part of Formula 1’s DNA, proving how iconic F1 sponsors could define entire eras.

💡 Related reading: The Power of Sponsorships in Formula 1 .

The 1980s–1990s – The Golden Age of Brand Power

By the 1980s, sponsorships had become the backbone of F1’s economy. Tobacco companies dominated, but new industries like oil and technology began to emerge alongside them.

Marlboro & McLaren (1974–1996)

While Ferrari carried the Marlboro legacy into the future, McLaren’s red and white cars cemented the look in fans’ memories. The partnership produced icons like Niki Lauda, Alain Prost, and Ayrton Senna, and some of the most successful seasons in F1 history.

Camel & Lotus / Benetton

Camel’s bold yellow branding on Lotus and Benetton cars brought color and charisma to the grid. It represented the 1980s spirit: fast, flashy, and fearless.

Rothmans & Williams (1994–1997)

In the mid 90s, the blue, white, and gold Rothmans Williams became a symbol of dominance. Damon Hill and Jacques Villeneuve both won titles in these colors, making Rothmans one of the most iconic Formula 1 sponsors of all time.

West & McLaren (1997–2005)

When West replaced Marlboro on McLaren’s cars, the sleek silver and black design became an instant classic. Mika Häkkinen’s championships and the rise of modern aerodynamics made this one of F1’s most stylish eras.

The 2000s – The End of Tobacco, The Rise of Energy and Tech

When tobacco advertising bans hit in the 2000s, Formula 1 reinvented itself. The next wave of iconic F1 sponsorships came from energy drinks, telecom, and technology brands.

Vodafone & McLaren (2007–2013)

Vodafone’s bold red and silver branding symbolized the digital age. The partnership aligned perfectly with Lewis Hamilton’s rise, modernizing McLaren’s image and making the team one of the most visible brands in global sport.

Red Bull – From Sponsor to Team Owner (2005–Present)

Red Bull redefined what a sponsor could be. From backing Sauber to owning their own team, the energy drink company turned marketing into dominance. Red Bull Racing became one of the most successful teams in F1 history, and their later partnership with Oracle pushed them into the data driven future.

ING & Renault (2007–2009)

While short lived, ING’s bright orange and yellow Renault livery stood out on the grid and reflected the growing financial influence in the sport.

The 2010s–2020s – The Tech and Sustainability Era

As Formula 1 evolved, so did its sponsors. The modern era is defined by technology, sustainability, and global collaboration.

Petronas & Mercedes (2010–Present)

Petronas’ teal and silver partnership with Mercedes AMG F1 has powered one of the sport’s greatest dynasties. Beyond branding, Petronas provides essential fuel and lubricant technology, a perfect example of sponsorship and innovation working hand in hand.

Oracle & Red Bull Racing (2022–Present)

One of the biggest modern deals, reportedly worth over $300 million, Oracle Red Bull Racing represents the fusion of data and performance. Oracle’s analytics power helps optimize car setup, strategy, and fan engagement, redefining what a partnership can achieve.

Aramco & Aston Martin / Formula 1

As both a team and global F1 partner, Aramco brings sustainability and fuel innovation to the forefront, reflecting the sport’s move toward carbon neutrality by 2030.

Crypto.com, Stake, and OKX

F1’s newest wave of sponsors reflects the rise of digital finance. Crypto and fintech brands are helping connect Formula 1 to a younger, tech driven global audience.

How Iconic Sponsors Shaped Formula 1

Every Formula 1 era can be defined by its sponsors:

• The 1960s introduced commercial branding

• The 1980s–1990s made F1 a global marketing powerhouse

• The 2000s–2020s brought in technology and sustainability

These partnerships did more than pay the bills; they built the stories, visuals, and emotions that fans associate with F1’s greatest moments.

Conclusion

From the golden hues of John Player Special to the blazing red of Marlboro Ferrari and the digital dominance of Oracle Red Bull Racing, iconic Formula 1 sponsorships have defined the sport’s image and evolution.

As F1 races toward a future of AI, sustainability, and global expansion, one thing remains constant: sponsors will continue to drive the stories, colors, and innovations that make Formula 1 the world’s most glamorous racing spectacle.

FAQ: Iconic F1 Sponsorships

1. What was the first F1 sponsorship?
   Team Lotus and Gold Leaf in 1968 – the deal that started modern motorsport branding.
2. What’s the most iconic Formula 1 sponsorship?
   Marlboro and Ferrari – a partnership that defined F1’s visual and cultural identity for decades.
3. Who are the biggest sponsors in F1 today?
   Oracle, Petronas, Aramco, and Red Bull are among the top modern sponsors shaping Formula 1.

4. How have F1 sponsorships changed over time?
They’ve evolved from tobacco and oil brands to tech, fintech, and sustainability driven companies.