he 2005 Formula One grand prix season splutters into life in Australia facing unprecedented challenges to its competitive and commercial health. The sport is badly in need of a credible challenger to seven-time champion Michael Schumacher, but of more pressing concern to the $1 billion-a-year circus is that this season it will finally be forced to kick its tobacco habit.
On August 1 two pieces of legislation will finally remove cigarette brands from the fastest-moving billboards in sport. The UK Tobacco Sponsorship and Advertising Act, coupled with a European commission directive, will remove the sport�s biggest commercial supporter, and has left teams searching for alternative brands.
That�s because since the mid-1970s Formula One has been synonymous with big tobacco companies. In the 1980s John Player Special, Marlboro and Gitanes were shorthand for the Lotus, McLaren and Ligiers teams racing under their colours. The trend continued into the 1990s, with Benson and Hedges sponsoring Jordan, and Rothmans the Williams team.... more