Formula One

BRM P180: Marlboro's motorsport sponsorship started with the BRM Formula One team in 1972. Marlboro is also known for its sponsorship of motor racing. This started in 1972 with its sponsorship of Formula One teams BRM and Iso Marlboro-Ford. The former took one win at the very wet Monaco Grand Prix. For 1974 Marlboro dissolved its sponsorship of both teams and became famously associated with the McLaren team, which brought it its first constructors' championship and its drivers title for Emerson Fittipaldi.

The team was successful through to 1978, with another world champion in James Hunt in 1976. Following that the partnership went through a dry patch until Ron Dennis's Project Four organisation took over the team in 1981. Marlboro-sponsored McLarens dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the drivers' championship each year from 1984 to 1991, with the exception of 1987. After the In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This comes at a time when tobacco sponsorship has become wholly illegal in the European Union (including F1 races) and other major teams have withdrawn from relationships with tobacco companies, for example McLaren ended their eight year relationship with West, Renault broke with JT and BAT withdrew in 2006.

In reporting the deal, F1 Racing magazine judged it to be a "black day" for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimates that in the period between 2005 and 2011 Ferrari will receive $1 billion from the agreement. Depending on the venue of races (and the particular national laws) the Marlboro branding will be largely subliminal in most countries. In April 2008, Marlboro dropped their on-car branding on Ferrari. Marlboro also sponsored the Alfa Romeo Formula One team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes.

Other racing series

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France) and Marlboro Masters Formula Three race in Zandvoort. Penske PC-22 driven by Emerson Fittipaldi in 1993. Marlboro sponsorship in Champ Car (also known as 'CART' and 'IndyCar' at that time) dates back to 1986.

The Penske cars in the Indy Racing League (IRL) currently run in Marlboro's distinctive red and white colors. In 2006, a Marlboro-sponsored car won the Indianapolis 500. However for the 2007 season, Marlboro have ceased their sponsorship of the Penske Cars, their place being taken by Kodak, and later Cellco Partnership. The team will retain the colour scheme. Where 'Marlboro Penske' appeared on the side of the cars, 'Team Penske' replaced it. Although "Marlboro" does not sponsor Team Penske, Philip Morris USA is still Team Penske's main sponsor, and the Penske team's new name, Penske Championship Racing, reflects the Cellco Partnership sponsorship.

Marlboro also sponsored the Australian Marlboro Holden Dealer Team from 1974 through to 1984. The Marlboro branding gave rise to some of Australia's most prominently recognizable race cars such as the L34 and A9X Torana, as well as the famous VK Group C "Big Banger" Commodore of Peter Brock and Larry Perkins Bathurst winning fame. As well as this, in Motorcycling Grand Prix, Marlboro sponsored the Kenny Roberts run Yamaha team in 500cc as well as one of his former rider, Wayne Rainey's team in the 250cc class. As a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available. Marlboro nowadays sponsors the Ducati MotoGP team whom Casey Stoner rides for, despite as of the 2009 Grand Prix Motorcycle Racing Season, they are only allowed to brand the bikes at 1 round, in Qatar. Marlboro also has a long history in rallying sponsorship, including with the factory World Rally Championship teams of Toyota (notably with Freddy Loix until the end of 199 , Mitsubishi (to whom Loix moved from 1999 until 2001, with the iconic livery remaining on successive Lancer Evolutions until the marque's temporary WRC withdrawal at the end of 2002), and Peugeot, from 2003 to 2005. During the 2007 GP2 Series Season, ART Grand Prix were also sponsored by Marlboro. Marlboro are generally credited as being among the most important of sponsors to the world of Formula-1 (and motor racing in general), having provided financial backing to countless young racers who may not have otherwise been given the opportunity to compete. In mid-2006, special "racing editions" of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used.

The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with only a cigarette. The ads were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.

The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant ad campaigns of all time. It transformed a feminine campaign, with the slogan "Mild as May", into one that was masculine, in a matter of months. Although there were many Marlboro Men, the cowboy proved to be the most popular. This led to the "Marlboro Cowboy" and "Marlboro Country" campaigns.

Philip Morris & Co. (now Altria) had originally introduced the Marlboro brand as a woman's cigarette in 1924. In the years following World War II, Advertising executive Leo Burnett was looking for a new image with which to reinvent Philip Morris's Marlboro brand. Burnett's inspiration for the exceedingly masculine "Marlboro Man" icon came in 1949 from an issue of LIFE magazine, where the photograph (shot by Leonard McCombe) and story of Texas cowboy Clarence Hailey Long caught his attention.

There are also claims that the original idea for the Marlboro Man came from the Chase Ranch in Cimarron, New Mexico; it is said that, for this reason, on all pictures of 'The Man' there is a heart brand (The Chase Brand) on his chaps and his horse. The origin and validity of this claim is unknown.

Three men who appeared in Marlboro advertisements - Wayne McLaren, David McLean, and Dick Hammer - died of lung cancer, thus earning Marlboro cigarettes, specifically Marlboro Reds, the nickname "Cowboy killers". McLaren testified in favor of anti-smoking legislation at the age of 51. During the time of McLaren's anti-smoking activism, Philip Morris denied that McLaren ever appeared in a Marlboro ad, a position it later amended to maintaining that while he did appear in ads, he was not the Marlboro Man. McLean died at age 73.

In many countries, the Marlboro Man is a figure of the past due to increasing pressure on tobacco advertising for health reasons, especially where the practice of smoking appears to be celebrated or glorified. The deaths described above may also have made it more difficult to use the campaign without attracting negative comment. The image continued until recently at least in countries such as Germany and the Czech Republic.

"Death In the West" a Thames Television documentary, was an exposé of the cigarette industry centered around the myth of the Marlboro Man that aired on British television in 1976. Phillip Morris sued the filmmakers and in a 1979 secret settlement all copies were suppressed. In 1983, Professor Stanton A. Glantz released the film and San Francisco, California's KRON aired the documentary in 1982. Since then it has been seen around the world.

Marlboro Friday refers to April 2, 1993, when Philip Morris announced a 20% price cut to Marlboro cigarettes to fight back against generic competitors, which were increasingly eating into their market share.

As a result, Philip Morris's stock fell 26%, and the share value of other branded consumer product companies, including Heinz, Coca-Cola, and RJR Nabisco, fell as well. The broad, S&P 500 Index fell 1.98% that day.

Fortune magazine deemed Marlboro Friday "the day the Marlboro Man fell off his horse." Investors interpreted the price slash as an admission of defeat from the Marlboro brand, that Philip Morris could no longer justify its higher price tag and now had to compete with generic brands.

Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give into a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures.

Companies began investing in promotions rather than advertising. In 1983 in the U.S, the average expenditure on marketing was 70% advertising and 20% on promotions, by 1993 it had made a complete turn around, to 70% on promotions and 20% on advertising.

It was the only decrease to occur since 1970. At the time, this event was regarded as signifying "the death of a brand" and the advent of a "value-minded" consumer generation who pay more attention to the real value of products and not the brand names. This view soon proved to be incorrect, with the rest of the decade's economy being dominated by brands and driven by high-budget marketing campaigns.

Marlboro is a brand of cigarette made by Philip Morris USA (a branch of Altria) within the US, and by Philip Morris International (now separate from Altria) outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man. The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant. Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a woman's cigarette based on the slogan "Mild As May". The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish a firm hold on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.

During the 1950s Reader's Digest magazine published a series of articles that linked smoking with lung cancer. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented "Marlboro Country" and distilled their manly imagery into the rugged cowboys known as the "Marlboro Men." A 2001-2002 study by the American Center for Disease Control and Prevention found that, of all the student smokers, 41.8% of middle school and 52% of high school students usually smoked Marlboro.