BACKGROUND: In 2001 Formula One’s (F1) regulator vowed to end tobacco sponsorships, yet 2019 saw a resurgence. F1 has a significant global presence and industry involvement undermines tobacco advertising, promotion and sponsorship bans (TAPS). STOP sought to quantify tobacco industry spending, identify the size and composition of audiences being exposed to industry brands and messages, and describe how British American Tobacco (BAT) and Philip Morris International (PMI) exploit their sponsorships.
METHODS: STOP worked with F1 experts to obtain data and analysis of estimated sponsorship spend, brand exposure, media and social media and demographics. Desk research was used to identify evidence of industry marketing linked to F1, TAPS regulations in countries hosting F1 races or with large TV audiences, and potential regulatory breaches. Findings were synthesised into a series of reports.
RESULTS: By 2019, industry spending surged to 2006 levels and now totals $4.6bn throughout F1’s history. F1’s owners have secured a younger, more global, diverse and gender-balanced audience-an ideal match for tobacco companies seeking to grow their customer base. Alongside race broadcasts, social media activity and other activations, over a billion minutes of streamed footage of Netflix’s Drive to Survive has included industry brands and messages. New marketing initiatives like e-gaming and F1 Kids expose young audiences to industry messaging. BAT-sponsored McLaren is popular among younger fans and delivers significant exposure for BAT’s Vuse and Velo brands. PMI uses F1 hospitality and events to host policymakers, media and other influencers and directly promoted its products with a booth at one 2024 race.
CONCLUSIONS: F1 and tobacco companies’ interests appear aligned, with BAT and PMI spending an estimated $40m on sponsorship in 2024. There is an urgent need for governments to hold F1 and broadcasters accountable for breaches of national laws and international collaboration to stop F1 driving cross-border advertising.