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The History of Colors in Racing: Bold Sponsorships in the 70s

  • 12 October 2024
  • 4 min read
  • 5 images
The History of Colors in Racing: Bold Sponsorships in the 70s image

Photo credit: Formula 1, Nascar, Wheelsage

Discovering that race cars could serve as lucrative, mobile billboards, often exposed to vast TV audiences, triggered a hunt for sponsors in the 1970s. There were no boundaries, and creativity knew no limits. During a time when racing was truly dangerous, it was striking to see a Formula 3 car flip in an English race, with the driver unharmed, revealing a rather unique sponsor—a funeral service—advertised even on the car’s underside. It seemed the crash was foreseen! Similarly, the Formula 1 Merzario A4 Ford sported a black wing adorned with the ad for “La Varesina Sofam” Funeral Services.

The History of Colors in Racing - 1 In 1979, the Formula 1 Merzario A4 displayed an unusual sponsor: “La Varesina Sofam” Funeral Services.

From the macabre to the cheeky. These were years when some restraint was still observed in how sex was handled, but not for Hesketh. Aside from oysters and champagne in their hospitality area, they plastered the Penthouse magazine logo across their Formula 1 car.

The History of Colors in Racing - 2 The Hesketh P308D for the 1976 Formula 1 season featured Penthouse magazine, the famous adult publication, as a sponsor.

In 1976, Surtees took it further by advertising Durex condoms on their car—a true revolution for the time.

The History of Colors in Racing - 3 In 1976, the Surtees TS19 showcased another provocative brand: Durex condoms.

More recently, some have taken advantage of technological progress. In 2001, during the highly popular Nascar series in the U.S., Mark Martin's Ford was sponsored by Viagra, the new blue pill by Pfizer. Appropriately enough, the Ford model he raced was called Taurus!

The History of Colors in Racing - 4 A fitting sponsorship in Nascar 2001: Mark Martin’s Ford Taurus carried the sponsor Viagra, Pfizer’s famous medication.

Another amusing case was the sponsorship of a Chevrolet Impala in Nascar by Boudreaux's Butt Paste—a cream for diaper rash that also soothes adult skin irritations. Even under heat and stress, no itching for the lucky driver!

The History of Colors in Racing - 5 Last but no less amusing: the sponsorship of Boudreaux’s Butt Paste for intimate irritation relief on a Chevrolet Impala in Nascar.

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