Ferrari × Marlboro

Few brands have left such an indelible mark on sports through sponsorship as Marlboro has on racing. The Philip Morris tobacco brand has ties to both F1 and MotoGP, with undoubtedly its most iconic partnership being the one with Ferrari. The tobacco industry was long the most dominant sponsor of the F1, with Marlboro's visibility lasting over 50 years. The Ferrari x Marlboro alliance goes back to 1973 and was accelerated when Marlboro became the main sponsor for Ferrari in 1997, a deal that lasted until 2022. Marlboro even stayed after the tobacco advertising ban in 2007, ingeniously using a barcode version of its iconic chevron motif on the Ferrari cars, helmets and suits. Marlboro x Ferrari was successful both on and off the track, with a deep archive of merchandise, including hats, jackets and t-shirts, still circulating to this day.