Are tobacco sponsors back in F1?

Tobacco advertising has been banned in Formula 1 since the 2006 season. Up until then the likes of Marlboro, Philip Morris International and
Benson and Hedges, among others, were commonplace on liveries throughout the grid. They were also a massive source of cash for the teams who were lucky enough to sign them. Now these companies are making a comeback, although this time they’re pushing ‘potentially reduced risk products’ – largely vaping products and accessories.

Today McLaren announced they have signed British American Tobacco (BAT) as a sponsor in a multi-year deal worth an undisclosed amount per year. BAT is the same company the owned the BAR Formula 1 team from 1999-2005 and then sponsored the Honda team in 2006, until tobacco advertising was outlawed. Now BAT is back in F1, but they’re not promoting tobacco products… or are they?

McLaren and BAT’s statement read: “McLaren Racing has today announced a global partnership with British American Tobacco (BAT), focused solely on BAT’s potentially reduced risk products and grounded in technology and innovation. The multi-year partnership is centred on accelerating BAT’s transforming agenda, leveraging its portfolio of potentially reduced risk products, aiming to deliver the world’s tobacco and nicotine consumers a better tomorrow.”

“The agreement brings together two companies with a shared interest in technology, innovation and design, as well as a clear desire to deliver significant and meaningful change in their respective industries. Technology is a core part of the relationship; McLaren Applied Technologies will work with BAT on areas including battery technology and advanced materials. The two companies will share best practice, innovation know-how and mutual experience.”

Ferrari and Philip Morris are currently under investigation by the Australian authorities for the Mission Winnow branding that appeared on their cars last year. BAT is attempting to get around this with their new ‘A Better Tomorrow” branding and both BAT and McLaren have said that the logos will only be displayed on the car at races where local legislation allows for it.

While Tobacco advertising is still illegal, vaping advertising provides some grey area. The one thing that is certain is that vaping may prove to be the next arena for the battle over sponsorship dollars.

Image courtesy of McLaren Racing