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Man behind most iconic sponsor in motor racing passes away

4 January 2021 at 18:52
Last update 4 January 2021 at 20:31
  • GPblog.com

Nowadays, Red Bull is considered to be the most omnipresent sponsor in the world of car and motorsport (and beyond). Over the past two decades, the Austrian group has taken over this role from Marlboro, the cigarette brand that was an indispensable part of racing circuits until the beginning of the century. John Hogan, the man responsible for this, died last Sunday from the effects of the coronavirus.

Hogan can be held personally responsible for the enormous sums of money that Philip Morris invested in motorsport from the second half of the 1970s onwards. And those investments paid off, because internal research by Philip Morris showed that, in addition to the well-known 'Marlboro Man', it was the association with speed and the glamour of racing that made Marlboro by far the most famous and successful tabacco brand.

Marlboro almost always raced at the front

From the 1980s onwards, the well-known red and white triangle could be found on almost every starting grid. Hogan had a nose for success, because the livery was almost always on a team that won. Whether it was Penske in the IndyCar, McLaren in Formula 1 or Yamaha Team Roberts on the bikes.

However, he also saw the importance of working closely with another well-known brand: Ferrari. Even in the years when the Italians were not so successful, Marlboro had already committed to Ferrari and in the years of success with Schumacher could hardly be seen as separate from the racing team.

Hogan finally retired in 2002. Exactly on time, you could say, because cigarette advertising was increasingly restricted during that period. Only a few years later, it was completely banned and Marlboro is only present in Formula 1 with very cunning surreptitious advertising.