Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)’s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company’s flagship cigarette brand, Marlboro has been replaced as the identified partner by their newly developed brand, Mission Winnow. This study examines the tobacco company’s marketing objectives for transforming the brand identity of its Formula 1 Ferrari race team partnership.
Additionally, Dr. Timothy Dewhirst has authored two book chapters, recently published, that pertain to the marketing of Formula 1.
The History and Politics of Motor Racing: Lives in the Fast Lane. This chapter pertains to Formula 1 sponsorship.
The Geopolitical Economy of Sport: Power, Politics, Money, and the State. This chapter pertains to Formula 1 race calendar locations.
