The partnership between Ferrari and tobacco giant Philip Morris International is one of the most enduring and recognisable in the history of Formula One. It began in the 1980s when Philip Morris’ Marlboro brand eventually becaming Ferrari’s main sponsor.

This collaboration not only brought significant financial investment to the team, but also created an iconic branding, well known to this day.

 

Throughout the 1990s and early 2000s, the Ferrari-Marlboro partnership became synonymous with success. The Marlboro logo was prominently displayed on Ferrari’s red cars and the team, bolstered by this sponsorship, achieved remarkable feats on the track.

During this period, legends such as Michael Schumacher drove Marlboro-branded Ferraris to multiple world championships, enhancing the image of both brands.

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Controversy and changing rules

The relationship between Ferrari and Philip Morris was not without controversy. At the turn of the millennium, tobacco advertising came under increasing global scrutiny and regulation. In response to growing health concerns and legal restrictions, Formula One banned explicit tobacco advertising from 2007.

This change forced teams and sponsors to rethink their strategies.

Despite the advertising ban, Philip Morris continued its relationship with Ferrari. The company adapted its approach, often using subliminal advertising or “barcode” designs that subtly evoked the Marlboro brand without explicitly showing it. But the strategy wasn’t free from criticism and legal challenges, with many accusing the company of circumventing the spirit of the law.

 

 

Mission Winnow: A shift in branding

In recent years, Philip Morris shifted its marketing focus to less harmful tobacco alternatives and introduced “Mission Winnow”. This initiative, designed to promote the company’s move towards science and innovation, found its way onto Ferrari’s cars and team branding.

The Mission Winnow logo replaced the familiar Marlboro imagery, symbolising a new era in the partnership.

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A partnership beyond branding

The partnership between Ferrari and Philip Morris goes beyond branding and financial support. Philip Morris has been instrumental in several strategic decisions within the Ferrari team, drawing on its extensive global business experience.

This influence is most evident in team management, marketing strategies and even driver selection.

Critics argue that despite the rebranding efforts, the underlying association between a tobacco company and a prominent sports team remains problematic. Health advocates and some F1 fans continue to express concerns about the implicit, albeit indirect, promotion of tobacco products through such high-profile partnerships.

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New PMI initiative: Ferrari E-Lab

We now see the next phase of this ongoing relationship with the Tobacco giant, with a continuing ambition to become carbon neutral by 2030, Ferrari has joined forces with Philip Morris International to explore sustainable energy-related technology solutions by opening the Ferrari E-Lab.

The Ferrari E-Lab, in collaboration with PMI, will bring together the technological capabilities of both companies to research and explore new energy-related technologies that could support the decarbonisation journey of their respective production facilities in Maranello and Crespellano, located 30km apart in the Emilia Romagna Region.

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Target Carbon Neutral 2030

The partnership aims to assess the key solutions contributing to industrial electrification in the production, storage and transformation of renewable energies. The first study will explore the viability of long-term energy storage technologies and is expected to be completed by the third quarter of 2024.

“On the occasion of the 50th anniversary of our partnership, Ferrari and PMI share the desire to develop their work together in a spirit of open innovation,” said Benedetto Vigna, CEO of Ferrari.

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“Our companies will work together to find new technological solutions to develop and optimise the use of energy in our industrial processes. We can learn a lot by bringing together highly specialised teams from different sectors.”

“We look forward to working with Ferrari as we continue to implement our three-pronged strategy and approach to decarbonisation, which includes reducing fossil fuel consumption, switching to renewable energy and offsetting unavoidable emissions. We are particularly interested in exploring the potential that industrial electrification could play in our strategy,” added Scott Coutts, vice president of operations at PMI.

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