Benetton and the End of Communism and Cigarette Ads

 

At the beginning of the 1980s, the winning cars in Formula 1 racing were billboards for cigarettes and oil companies.  The Marlboro McLaren, John Players Special Lotus, the Gitanes Ligier, dominated the winners circle in Formula 1. 

Then in 1986, Luciano Benetton, a maker of Italian knitwear, bought a team and went to win a driver's title and two manufacturer's championships. 

Benetton also brought his clothing business to communist countries beginning with Hungary in the mid-1980s.  I read about Benetton and the decentralized clothing empire he created. His knitwear was made by women working as independent suppliers. Benetton would decide on the colors at the last minute and be sure his knitwear was in the color of the season.  

I was a fan of the Benetton team for the decade and a half they raced--1986 to 2001.  Benetton surprised the racing world. They were the first clothing maker to sponsor a Formula 1 team and they were a success from the first year: Gerhard Berger won the Mexican Grand Prix in a Benetton the first year the team was in operation. 

Benetton was the first team for Michael Schumacher, one of the greatest driver's of all time.  With success the team sought more sponsorship becoming billboards first for Camel and then for Japanese cigarette maker, Mild Seven.  The team won the driver's title and two manufacturer's titles in 1994 and 1995, but by 1996 Schumacher was at Ferrari and the team was in decline. Renault became the title sponsor for the last two years of Benetton ownership: 2000 and 2001. 

Cigarettes no longer sponsor the cars. The leading sponsors in 2023 are car makers Mercedes, Alfa Romeo, Aston Martin and Ferrari along with Red Bull and Alpha Tauri sports drinks. 

The posters above are in the upstairs hallway of my home along with a print of 1992 World Champion Nigel Mansell in a Williams Renault.  Nigel is the name of my youngest son. But Benetton is still my favorite team.