The History of Colors in Racing: The Arrival of Sponsors in 1968

In the spring of 1968, the unveiling of Formula 1 cars for the upcoming European season caused a huge surprise. Not due to stunning technical innovations, but due to the car liveries of two famous British teams, each known for their distinctive shades of green: a dark green for Lotus, accented by a yellow stripe and matching wheel rims, and a lighter green for BRM.

At the 1968 Spanish Grand Prix in Jarama, Lotus appeared with the 49 in the new livery of tobacco sponsor Gold Leaf, winning with Graham Hill.

When Lotus unveiled the new version of the 49 before the Spanish Grand Prix, which kicked off the European races, Colin Chapman presented a red, gold, and cream Lotus, boldly displaying the logos of Gold Leaf cigarettes. At the time, there were no restrictions on tobacco advertising in sports, and suddenly, this iconic British racing car became a rolling cigarette pack. And it wasn’t the only surprise: soon after, BRM ditched its signature green to become white with the large brown and beige "Y" of Yardley, a men's fragrance brand. What had happened? The FIA had removed the rule enforcing national colors in international races, opening the door for teams to explore new financial opportunities in a much less lucrative Formula 1 than we see today.

The BRM P153 in 1970, dressed in the colors of the Yardley men’s fragrance, which became the team's sponsor.

This sparked a hunt for sponsors, though not for everyone. Lotus, which by 1972 had turned black and gold—initially evoking a funereal image—with the iconic JPS (John Player Special) logo, and McLaren, which ditched its traditional papaya orange to welcome Philip Morris’s Marlboro brand, led the way. Ferrari, however, remained defiantly red without any sign of intrusive sponsors. Many companies lined up to paint their colors over Ferrari’s red, but Enzo Ferrari resisted: Ferraris had always been red and would remain so. This stance was both strong and clever: Ferrari secured the most powerful color without spending a dime.

Jacky Ickx and Arturo Merzario in the colors of the Marlboro World Championship Team, whose logo first appeared on Ferrari drivers’ helmets and suits in 1973.

But it didn’t end there: in 1973, Ferrari drivers Jacky Ickx and Arturo Merzario sported the Marlboro logo on their helmets and suits. While the car remained sponsor-free and completely red, journalists began to prod Enzo Ferrari, accusing him of yielding to financial pressures. His response was as brilliant as expected: “My cars have no sponsors, but the drivers are paid by Philip Morris, and that’s why the company, which employs them, uses them for advertising.” Impeccable and clever. But this wasn’t the final word.

In 1974, McLaren abandoned its traditional papaya orange to accommodate Philip Morris as a sponsor, agreeing to paint the car in Marlboro’s white and red.