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Branded, 40 years of F1 sponsorship

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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.


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)


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'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)


Vodafone -- telecommunications (United Kingdom)

Santander -- financial services (Spain)

ExxonMobil -- petrochemicals (United States)

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

Henkel -- adhesives (Germany)

Hilton -- hotel group (United States)

Aigo -- consumer electronics (China)

Hugo Boss -- fashion (Germany)

Tag Heuer -- watch brand of LVMH (France)

Mutua Madrilena -- insurance (Spain)


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)


ING -- financial services (Netherlands)

Bridgestone -- tires (Japan)

Elf -- lubricants brand of Total (France)

Hanjin -- shipping (Korea)

Chronotech -- watches (Italy)


Etihad -- airline (Abu Dhabi)

Bridgestone -- tires (Japan)

Aldar -- real estate (Abu Dhabi)

Medion -- consumer electronics (Germany)

Superfund -- hedge fund (Monaco)

McGregor -- fashion (Netherlands)

Lease Plan -- fleet management (Netherlands)

Exact Software -- corporate software (Netherlands)

Rhino's -- soft drinks (Germany)


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)


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)


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)


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)

Bruno Senna driving the Lotus car of his father, Ayrton. Lotus was a pioneer of Formula 1 sponsorship.

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