In our latest post, we discussed how indirect advertising of iGaming products is successfully integrated into sports leagues such as the Pakistan Super League and the Sri Lanka Cricket League. Sponsors like 1xBat and DafaNews find creative ways to circumvent restrictions by using similar-sounding names for their media partners. But that’s just the tip of the iceberg!
🏎️ A Story from Formula 1:
In 2006, the International Automobile Federation introduced a ban on tobacco advertising. For teams like Ferrari, this became a real challenge, as Marlboro was one of their main sponsors. So, how did they deal with the situation?
💡 The Solution:
Ferrari came up with an original workaround — they replaced the familiar Marlboro logo with a barcode design that vaguely resembled the original. From a visual perspective, the similarity was noticeable, and associations with the tobacco brand remained.
📸 In old photos of the Ferrari racing team, you can see how this barcode looked on race cars and drivers' suits. However, it wasn’t that simple — Ferrari faced criticism for "hidden" tobacco advertising. Team representatives argued that the red color wasn’t Marlboro’s brand shade but rather the traditional Italian racing color.
😅 Ultimately, public pressure became too strong, and Ferrari was forced to remove the barcode. Interestingly, the team’s fans didn’t oppose the idea at all and even actively bought merchandise featuring the "tobacco" barcodes.
🔍 Takeaway:
Hidden advertising in sports is not just a way to bypass bans — it’s also an art of balancing brand image with legal requirements.
In 2006, the International Automobile Federation introduced a ban on tobacco advertising. For teams like Ferrari, this became a real challenge, as Marlboro was one of their main sponsors. So, how did they deal with the situation?
💡 The Solution:
Ferrari came up with an original workaround — they replaced the familiar Marlboro logo with a barcode design that vaguely resembled the original. From a visual perspective, the similarity was noticeable, and associations with the tobacco brand remained.
📸 In old photos of the Ferrari racing team, you can see how this barcode looked on race cars and drivers' suits. However, it wasn’t that simple — Ferrari faced criticism for "hidden" tobacco advertising. Team representatives argued that the red color wasn’t Marlboro’s brand shade but rather the traditional Italian racing color.
😅 Ultimately, public pressure became too strong, and Ferrari was forced to remove the barcode. Interestingly, the team’s fans didn’t oppose the idea at all and even actively bought merchandise featuring the "tobacco" barcodes.
🔍 Takeaway:
Hidden advertising in sports is not just a way to bypass bans — it’s also an art of balancing brand image with legal requirements.