The world’s biggest brands have long been interested in Formula 1, but some F1 sponsors remain largely unknown.
Behind the classic logos, several unexpected deals have marked the sport’s history. Most of the time, these involved a single Grand Prix or a brief appearance. These unlikely F1 sponsors reveal another side of the sport, sometimes amusing, sometimes strange, but always memorable. Here are seven of the most unusual examples.
Did Oracle already conquer F1 before Red Bull Racing?
Today, everyone knows the partnership between Oracle and Red Bull. However, few remember that the brand had already appeared on the grid. In 1994, Oracle appeared for a few races on the Benetton B194. This car became legendary thanks to Michael Schumacher’s world championship.
This partnership seems almost prophetic, as Jos Verstappen, father of the triple champion, also drove this car. Oracle thus won a world title long before its current collaboration with Red Bull. This reminder shows how some F1 sponsors return from another era, sometimes forgotten.
Why did Iso partner with a Frank Williams team?
Iso is famous for its elegant cars. Its F1 involvement, however, remains nearly invisible in collective memory. Yet, the brand supported Frank Williams’ first team in the early 1970s. The cars carried the surprising “ISO-Marlboro” mix, a deal between a luxury manufacturer and a tobacco giant.
The team frequently changed drivers and lacked remarkable results. This doomed the partnership to obscurity. It shows that some automotive sponsors left no lasting mark on the championship.
Benihana, part of the F1 sponsors for just one GP
Actually, Benihana is a famous Japanese restaurant chain. It made an astonishing foray into F1 and appeared on the Shadow driven by Tom Pryce. However, it only lasted for one F1 race in its home territory.
The team had one of the era’s strongest visual identities. Yet, this brief partnership left little impression. Benihana vanished as quickly as it appeared, without significant sporting influence. This example perfectly illustrates the strangeness of these sponsors, who enter the sport briefly and then disappear.
How did Budweiser end up briefly on an F1 car?
Budweiser has a long history in American motorsport. However, its story as an F1 sponsor remains a mystery to many fans. The brand displayed its famous red and white logo at only one Grand Prix in 1981, on Elisio Salazar’s Ensign.
This short appearance left no notable sporting impact but sparked lasting curiosity among fans. They actually still scrutinize images from that weekend. Budweiser later returned as a minor partner with Williams. And that fueled hope for more big American brands in the championship.
Kronenbourg, one of the F1 sponsors with a memorable livery
Kronenbourg’s presence in the paddock lasted only one season, but it gave Larrousse a unique F1 livery. The cars featured a spectacular red-and-white pattern that still catches the eye of enthusiasts. The team, however, had a difficult year with several retirements, preventing the brand from making a lasting mark. Despite the challenges, the livery became cult thanks to its bold look.
Why was Jägermeister almost never seen in F1?
Jägermeister has left its mark in many motorsport disciplines. In F1, however, its presence as a sponsor was minimal. The brand sponsored only three cars, which includes the 1989 EuroBrun. This modest team often failed pre-qualifying, explaining why images of the car are rare.
The collaboration ended with driver Gregor Foitek’s departure, causing the logo to vanish immediately. This shows that even highly visible sponsors elsewhere can go completely unnoticed in F1.
Chelsea was also on the F1 sponsors list
It seems improbable today, but football club Chelsea partnered with Sauber for four full years. The stated goal was to improve both organizations’ sporting and commercial performance. Yet, no one really knows what either could have learned from the other.
In any case, this unexpected partnership perfectly illustrates the oddity of some sports alliances. Despite the total difference between the worlds, seeing a blue Chelsea logo on an F1 car was a surprising spectacle. F1 sponsors sometimes come from the most unexpected places.
