High-Speed Advertising: A Brief History in Motorsports

Ever since someone had the great idea to start racing cars, advertising has been a big part of the game. Originally, cars would be quite plain with only the manufacturer or team name slapped on the side of it. As all different kinds of motorsports grew in popularity, advertisers began to see these cars moving billboards. By the 1960s it would be strange to see a car without sponsors all over it. 

One of the more significant and memorable turning points happened in the 1960s when tobacco companies started joining in. Strict regulations had just started putting limitations on a whole lot of the traditional advertising channels they used, so motorsports offered an easy workaround. These tobacco companies like Marlboro poured their money into these racing teams and created some of the most iconic cars in racing history while they were at it. To this day you will see people recreate these designs on their own cars and very often on clothes. Looking at any race cars design after companies like Marlboro, it's easy to see the influence that they really had.

As regulations started limiting what tobacco companies could do again, a different industry was bound to take its place. Certain tobacco companies like Grizzly are still prominent in NASCAR but they can't compare to the huge industry of energy drinks. Energy drinks started to do the exact same thing in the 1990s that the tobacco companies were doing in the 1970s-80s. From full on brand integrations, driver endorsements, to just a sticker on the side, energy drinks are everywhere. Companies like Monster would sponsor whole events, the cars in the events, the drivers themselves, everything. 

Then, as the rise of social media started, it just amplified this to a whole new level. Energy drinks still dominate the scene but as social media flourishes automotive performance part brands, other automotive centered brands suddenly have a much easier time advertising. This caused some names to become as big and prevalent as companies like Monster. This boost in competition has led to many iconic designs and campaigns, but the coolest part is that it's still happening. Just by looking at a modern-day rally car, or NASCAR, or anything. You can really easily see the history behind every part of them. 

Even from quite far away, and with the car flying past you, you still see the sponsors. You’ll see them whether you wanted to or not, which is the real reason this form of advertising is so effective. Intense racing and high-speed action keep your attention glued to the car, which is intentionally designed to make you remember as many brands as possible. In many ways advertising within the race is as much of a competition as the actual race you’re watching.