For decades, racing sponsorships have been more than just logos on cars—they’ve reflected shifting cultural values, advertising norms, and the pulse of society. The story of how motorsports evolved from the days of Marlboro’s iconic red-and-white branding to the modern era of cannabis-backed racing teams is a story about marketing adaptation, regulation, and social transformation.
The Tobacco Era: Speed Meets Smoke
In the 1970s through the early 2000s, tobacco companies were the kings of motorsport sponsorship. Marlboro, Camel, and Winston were synonymous with racing, plastered across Formula 1 cars, NASCAR stock cars, and IndyCar entries. These deals weren’t just about exposure—they defined brand identity. Marlboro’s partnership with Scuderia Ferrari became one of the most recognizable sponsorships in sports history, turning the Ferrari red into an extension of the cigarette brand itself.
The synergy was powerful. Tobacco ads couldn’t air on television due to growing health concerns, but race cars became rolling billboards seen by millions. The glamorous world of motorsport—speed, danger, and victory—aligned perfectly with the image cigarette brands wanted to project: elite, rebellious, and thrilling.
The Ban and the Branding Shift
By the late 1990s, regulations began to tighten. Governments worldwide banned tobacco advertising in sports, and motorsport was forced to evolve. When Marlboro logos disappeared from Ferrari’s livery in 2007, it symbolized the end of an era. Racing teams had to find new partners, and energy drink companies, tech giants, and financial institutions quickly filled the void.
Red Bull’s dominance in Formula 1 marked a new age of lifestyle branding. Instead of promoting a product tied to vice, the new generation of sponsors focused on energy, technology, and performance. The sport became a marketing playground for global corporations like Oracle, Petronas, and Monster Energy—companies aligned with vitality and modernity rather than controversy.
Enter the Green Wave
Fast forward to the 2020s, and a new controversial industry began following a familiar path: cannabis. As legalization expanded across North America, cannabis brands looked for mainstream platforms to promote their products—and motorsport, once powered by Marlboro and Winston, became an intriguing frontier.
Companies like 3CHI, which sponsored Kyle Busch’s NASCAR entry, and brands in motocross and drag racing have cautiously stepped into the arena. Unlike tobacco, cannabis carries both medical and wellness narratives, offering a unique value proposition to racing fans who appreciate focus, recovery, and balance alongside speed and adrenaline.
However, cannabis sponsorship remains a regulatory tightrope. While legal in many states, it’s still federally restricted, creating challenges for national broadcast exposure. As a result, sponsorships tend to focus on awareness and brand alignment rather than direct product promotion—echoing how tobacco brands once adapted through “brand identity” marketing.
Changing Lanes: From Risk to Respectability
The evolution from Marlboro to marijuana in racing sponsorships is not just a story about advertising—it’s a reflection of society’s changing relationship with vice, health, and freedom. Tobacco was once glorified before it was vilified. Cannabis, long demonized, is now finding acceptance and legitimacy, riding the same marketing circuits that tobacco once ruled.
As regulations loosen and public opinion continues to shift, cannabis brands are poised to redefine motorsport sponsorship. What was once a battleground for nicotine giants may soon become the stage for wellness and plant-based performance. The logos may have changed, but the drive to connect with fans through the thrill of racing remains timeless.