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{{Short description|Cigarette brand}}
{{About|the cigarette brand||Marlboro (disambiguation)}}
{{Infobox brand
| name           = Marlboro
| logo           = [[File:Marlboro Logo.svg|170px|Marlboro with red rooftop logo as used by Altria and Philip Morris International]]
| image          =
| caption        = 
| producttype    = [[Cigarette]]
| currentowner   = {{ubl|[[Altria]]|[[Philip Morris International]] (outside the US except Canada)|[[Imperial Tobacco Canada]] (Canada)}}
| producedby     = {{ubl|[[Philip Morris USA]] (US)|Philip Morris International (outside the US except Canada and India)|Imperial Tobacco Canada (Canada)|[[Godfrey Phillips India]] (India)}}
| origin         = [[United States]]
| introduced     = {{start date and age|1924}}
| related        =
| previousowners =
| trademarkregistrations =
| ambassadors    =
| tagline        = ''"Mild As May", "Come to where the flavor is. Come to Marlboro country"'' (1966),<ref>{{Cite book | url=https://books.google.com/books?id=oUOcr4qoUF4C&q=come+to+where+the+flavour+is+1960+marlboro&pg=PT127 |title= Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands|isbn= 9780191615207|last1= Holt|first1= Douglas|last2= Cameron|first2= Douglas|date= 2010-10-28|publisher= OUP Oxford}}</ref> ''"You get a lot to like with a Marlboro", "You Decide"'', ''"Pursue Flavor"''
| website        = {{URL|https://www.marlboro.com/}}
| footnotes = Carcinogenicity: [[IARC group 1]]
}}

'''Marlboro''' ({{IPAc-en|US|ˈ|m|ɑː|l|ˌ|b|ʌr|oʊ}},<ref>{{cite web|website=NPR|last1=Elliott|first1=Debbie|date=18 November 2024|url=https://www.npr.org/templates/story/story.php?storyId=97136501|title=After Bans, Tobacco Tries Direct Marketing}}</ref><ref>{{Cite dictionary |url=http://www.lexico.com/en/definition/Marlborough |archive-url=https://web.archive.org/web/20210306090639/https://www.lexico.com/en/definition/marlborough |url-status=dead |archive-date=2021-03-06 |title=Marlborough |dictionary=[[Lexico]] US English Dictionary |publisher=[[Oxford University Press]]}}</ref> {{IPAc-en|UK|ˈ|m|ɑːr|l|b|ər|ə|,_|ˈ|m|ɔː|l|-}})<ref>{{cite web|author=John Wells |url=http://phonetic-blog.blogspot.com/2010/01/marlborough.html |title=John Wells's phonetic blog: Marlborough |publisher=Phonetic-blog.blogspot.com |date=2010-01-06 |access-date=2011-08-03}}</ref> is an American brand of [[cigarette]]s owned and manufactured by [[Philip Morris USA]] (a branch of [[Altria]]) within the United States and by [[Philip Morris International]] (PMI, now separate from Altria) in most global territories outside the US. The brand was introduced in 1924, initially marketed towards women before it evolved towards men during the 1950s. Marlboro would eventually become one of the world's most valuable brands and best-selling products,<ref>{{Cite web |date=2001-11-01 |title=43 brands that rule the world Coca-Cola tops the league of billion-dollar sellers while Guinness is the only British company |url=https://www.heraldscotland.com/news/12134852.43-brands-that-rule-the-world-coca-cola-tops-the-league-of-billion-dollar-sellers-while-guinness-is-the-only-british-company/ |access-date=2025-01-18 |website=The Herald |language=en}}</ref> and it was widely known for its advertising featuring the [[Marlboro Man]], a fictional cowboy.<ref>{{Cite web |title=Coke and Marlboro Man voted 20th century's brand heroes |url=https://www.campaignlive.co.uk/article/coke-marlboro-man-voted-20th-centurys-brand-heroes/69452 |access-date=2025-01-18 |website=www.campaignlive.co.uk |language=en}}</ref>

Today, Marlboro continues to be one of the largest brands of cigarettes.<ref>{{Cite web |title=Long before there was the Marlboro cowboy, there was the Marlboro baby |url=https://www.cbc.ca/radio/undertheinfluence/long-before-there-was-the-marlboro-cowboy-there-was-the-marlboro-baby-1.7191691 |website=[[CBC Radio]]}}</ref><ref>{{Cite web |date=2020-04-17 |title=Brand Ranking Released – Tobacco Reporter |url=https://tobaccoreporter.com/2024/09/10/smokeless-surge/ |access-date=2025-01-18 |language=en-US}}</ref> Marlboro's largest cigarette manufacturing plant is located in [[Richmond, Virginia|Richmond]], [[Virginia]]. In Canada, a separate product using the Marlboro brand is owned and manufactured by [[Imperial Tobacco Canada]], while the international product is distributed in Canada by a unit of PMI under the name "Rooftop".<ref name="marlboro-tgam">{{cite news|url=https://www.theglobeandmail.com/report-on-business/industry-news/marketing/why-marlboro-country-ends-at-the-border/article4458772/|title=Why Marlboro Country ends at the border|first=Susan|last=Krashinsky|work=[[The Globe and Mail]]|date=2012-08-03|access-date=2012-09-15}}</ref> Also in India, a separate Marlboro product is made and marketed by [[Godfrey Phillips India]].

==History==
[[File:Marlboro4wiki2.JPG|thumb|Marlboro cigarettes in a pack]]
[[File:Marlboroultralights.JPG|thumb|A cigarette and a pack of Marlboro Silver Pack (previously called Ultra Lights until the "[[lights (cigarette type)|light]]" name was banned as deceitful)]]

In 1847,<ref>{{Cite web|last=Burley|first=Hannah|date=28 October 2019|title=The Big Interview: Philip Morris International's Moira Gilchrist|url=https://www.scotsman.com/business/big-interview-philip-morris-internationals-moira-gilchrist-1404021|access-date=2020-10-01|website=The Scotsman|language=en}}</ref> the family of British tobacconist [[Philip Morris (tobacconist)|Philip Morris]] opened a shop on [[Bond Street]], London, selling tobacco and rolled cigarettes. After Philip's death in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on [[Great Marlborough Street]], London,<ref>{{cite book |url=https://books.google.com/books?id=RwVkMMLqMdkC&pg=PA205 |title=Sold on Radio: Advertisers in the Golden Age of Broadcasting |last=Cox |first=Jim |date=23 May 2008 |publisher=McFarland |isbn=978-0-7864-5176-0 |page=205}}</ref> from which the name was taken.<ref>{{cite web |url=https://www.snopes.com/fact-check/welcome-to-marlboro-kkkountry/ |title=Marlboro and the KKK |date=27 April 2011 |website=snopes.com |access-date=19 June 2015|author-first1=Barbara|author-last1=Mikkelson}}</ref> 

A New York subsidiary was opened in 1902 to sell many of its cigarette brands. The name '"Marlboro"' was registered in the US in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They were first marketed as "America's luxury cigarette" and were mainly sold in hotels and resorts.<ref>{{cite web |url=https://highnames.com/marlboro-name-origin/ |title=Marlboro cigarettes - name origin of the brand - High Names agency |date=11 January 2013}}</ref>

Around the 1930s, it was starting to be advertised as a women's cigarette, based on the slogan "Mild As May".
However, as early as 1885, a brand called "Marlborough" was already being marketed as a "ladies' favorite" by Philip Morris & Co.<ref>{{cite web |url=https://www.sourcewatch.org/index.php/History_of_Philip_Morris |title=History of Philip Morris |date=1987 |website=sourcewatch.org |access-date=24 November 2015}}</ref>

Shortly before [[World War II]], the brand's sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, [[Camel (cigarette)|Camel]], [[Lucky Strike]] and [[Chesterfield (cigarette)|Chesterfield]] were the only common cigarettes.{{cn|date=October 2024}}

After scientists [[British Doctors Study|published a major study]] linking smoking to [[lung cancer]] in the 1950s, Philip Morris repositioned Marlboro as a men's cigarette in order to fit a market niche of men who were concerned about lung cancer while also concerned with masculinity if they smoked a filtered cigarette usually marketed to women.<ref name="WCPrivy">{{cite book |title=W.C. Privy's Original Bathroom Companion |publisher=St. Martin's Press |year=2003 |isbn=0-312-28750-X |editor=Erin Barrett and Jack Mingo |pages=407–410}}</ref>  The [[Leo Burnett]] advertising agency solved the problem by a new style of advertising that dispensed with copy and created a visual personality for the brand. Marlboro ads now featured masculinity. The [[Marlboro Man]] was a sea captain, gunsmith, athlete and cowboy.<ref>Chris Harrald, and Fletcher Watkins, ''The cigarette book: the history and culture of smoking'' (2010) p. 145 </ref> 

Part of Marlboro's rise in market share was its ability to produce "milder, more aromatic, sweeter, and less harsh" cigarettes by adding [[ammonia]] to the tobacco. Further usage of [[diammonium phosphate]] allowed Marlboro to [[free base]] the nicotine in tobacco, allowing for more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold "crack tobacco."<ref>{{Cite journal |title=The SECRET and SOUL of Marlboro: Phillip Morris and the Origins, Spread, and Denial of Nicotine Freebasing |last=Stevenson, Terrell Proctor, Robert N. |journal= American Journal of Public Health |volume= 98 |issue= 7 |pages= 1184–94 |publisher=American Public Health Association |oclc=680311990 |pmid= 18511721 |year= 2008 |doi= 10.2105/AJPH.2007.121657 |pmc= 2424107}}</ref>

The first Marlboro cigarettes manufactured outside of the United States were produced in Switzerland in 1957 when Philip Morris International signed an agreement with [[Neuchâtel]]-based Fabriques de Tabac Réunies, before acquiring them 6 years later.<ref>{{Cite web |title=About us {{!}} PMI - Switzerland - EN |url=https://www.pmi.com/markets/switzerland/en/overview-en |access-date=2024-12-10 |website=www.pmi.com |language=en-CH}}</ref>

In the late 1960s, Marlboro "Longhorn 100's" were introduced. Although color-coded with gold, they were full flavor cigarettes, not lights.<ref>{{cite web |url=http://www.vintageadbrowser.com/tobacco-ads-1960s/26 |title=Vintage Tobacco/ Cigarette Ads of the 1960s (Page 26) |publisher=Vintageadbrowser.com |access-date=2017-06-04 }}{{Dead link|date=May 2023 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> In 1972, Marlboro became the best-selling brand of tobacco in the world.<ref>{{cite web |url=https://adage.com/article/special-report-the-advertising-century/marlboro-man/140170 |title=The Marlboro Man|date=29 March 1999}}</ref><ref>{{cite web |url=https://www.adweek.com/brand-marketing/marlboro-man-still-sells-cigarettes-148416/ |title=The Marlboro Man Still Sells Cigarettes|date=11 April 2013 }}</ref>

[[File:Adolfo Suárez recibe al presidente de la Junta preautonómica de Andalucía.jpg|thumb|left|[[Adolfo Suárez]] and [[Rafael Escuredo]] smoking Marlboro cigarettes in [[Palacio de La Moncloa|La Moncloa]], 1980]]

In order to comply with a 2006 court ruling in ''[[United States v. Philip Morris |United States v. Philip Morris USA, Inc., et al.]]'',<ref>{{cite court |litigants=United States v. Philip Morris USA, Inc., et al. |vol=449 |reporter=F.Supp.2d |opinion=1 |court=Dist. Court, Dist. of Columbia |date=2006 |url=https://scholar.google.com/scholar_case?&hl=en&as_sdt=40000006&case=3270019451571671261&scilh=0 |access-date=24 October 2014}}</ref> Philip Morris (and all other cigarette companies) are now prevented from using words such as "Lights", "Ultra-Lights", "Medium", "Mild", or any similar designation that may yield an impression of being safer than regular full flavored cigarettes. Thus Marlboro and other cigarette companies use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.{{cn|date=October 2024}}

Philip Morris responded to the popularity of [[Pall Mall (cigarette)|Pall Mall]], the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.<ref>{{cite news |title=Reynolds to offer more menthol versions of Pall Mall cigarettes |last=Craver |first=Richard |work=[[Winston-Salem Journal]] |date=2012-09-26}}</ref>

[[File:Marlboro red Old pack.jpg|thumb|British Marlboro cigarette pack with a government health warning]]
[[File:Marlboro cigarette pack (2010) from US duty-free shop without any warnings etc. (edited, white background).jpg|thumb|Marlboro cigarette pack from a [[duty-free]] shop in the United States (2010), in the design which was used - with only minor changes - for most of the product's lifetime. In the 2020s, this has become very rare due to the international use of health warning signs.]]
In 2013, Philip Morris International introduced ''"Marlboro 2.0"''. The pack design was changed; the dark red was replaced with a lighter red, the "Marlboro" and Philip Morris logo became ribbed and transparent, and around 2017 a special ''"Smart SEAL"'' was introduced to keep the stored cigarettes fresh for a longer period of time.<ref name="pmi.com">{{cite web |title=Building Leading Brands |url=https://www.pmi.com/who-we-are/building-leading-brands |website=pmi.com}}</ref><ref>{{cite web |url=https://reklamehimmel.typepad.com/reklamehimmel/2014/07/abschied-von-gestern-markennamen-sind-auch-nicht-mehr-das-was-sie-mal-waren.html |title=reklamehimmel: Abschied von gestern: Markennamen sind auch nicht mehr das, was sie mal waren |website=reklamehimmel.typepad.com}}</ref> The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the US, Canada and Australia (due to [[plain tobacco packaging|plain packaging]]) and New Zealand.{{cn|date=October 2024}}

In 2015, Philip Morris announced they would introduce a "Firm Filter" to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the UK and Ireland, Martin Inkster, said that the Firm Filter technique was added to "offer quality you can feel and it is a cleaner way to stub out your cigarette".<ref>{{cite web |url=https://www.talkingretail.com/products-news/tobacco/philip-morris-reveals-new-look-marlboro-29-01-2015/ |title=Philip Morris reveals new look for Marlboro |date=29 January 2015}}</ref>

In January 2023 the [[Food and Drug Administration|US Food Drug Administration]] approved of marketing around the U.S. for multiple Marlboro Vape Heatsticks, Sienna Heatstick, Amber Heatstick & Bronze Heatstick.<ref>{{Cite journal |last=Products |first=Center for Tobacco |date=2023-06-14 |title=Premarket Tobacco Product Marketing Granted Orders |url=https://www.fda.gov/tobacco-products/premarket-tobacco-product-applications/premarket-tobacco-product-marketing-granted-orders |archive-url=https://web.archive.org/web/20211012195533/https://www.fda.gov/tobacco-products/premarket-tobacco-product-applications/premarket-tobacco-product-marketing-granted-orders |url-status=dead |archive-date=October 12, 2021 |journal=FDA |language=en}}</ref>

==Advertising==
In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.<ref name="CultStrat">{{cite book |last1=Holt |first1=Douglas |title=Cultural Strategy |last2=Cameron |first2=Douglas |publisher=Oxford University Press |year=2010 |isbn=978-0-19-958740-7}}</ref> To this end, the filter had a printed red band around it to hide lipstick stains, calling it "Beauty Tips to Keep the Paper from Your Lips".<ref name="WCPrivy"/>

The red and white package was designed by designer Frank Gianninoto. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser [[Leo Burnett]]. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.<ref name="WCPrivy"/>

Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,<ref name="WCPrivy"/> later known as the [[Marlboro Man]]. From 1963, the television advertisements used [[Elmer Bernstein]]'s theme from ''[[The Magnificent Seven]]''.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.<ref>{{cite web |url=http://tobacco.stanford.edu/tobacco_main/images.php?token2=fm_st042.php&token1=fm_img1055.php&theme_file=fm_mt013.php&theme_name=Women |title=Stanford Research into the Impact of Tobacco Advertising |website=tobacco.stanford.edu |access-date=2018-03-03 |archive-date=2014-04-13 |archive-url=https://web.archive.org/web/20140413144659/http://tobacco.stanford.edu/tobacco_main/images.php?token2=fm_st042.php&token1=fm_img1055.php&theme_file=fm_mt013.php&theme_name=Women |url-status=dead }}</ref><ref>{{cite web |url=http://www.vintageadsandstuff.com/adsmarlboro.html |archive-url=https://web.archive.org/web/20060324210552/http://www.vintageadsandstuff.com/adsmarlboro.html |url-status=usurped |archive-date=March 24, 2006 |title=Marlboro cigarette ads |website=vintageadsandstuff.com}}</ref><ref>{{cite web |url=https://www.gettyimages.nl/fotos/marlboro?sort=mostpopular&mediatype=photography&phrase=marlboro#license |title=Marlboro Stockfoto's en -beelden - Getty Images |website=gettyimages.nl}}</ref>

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.<ref>{{cite web |url=http://www.data.minsk.by/minsk/outdoor/20072005.html |title=Belarus: Minsk Outdoor Advertising: 20/07/2005 / Marlboro Red Racing School in Minsk, Belarus |website=data.minsk.by}}</ref><ref>{{cite web |url=http://en.espn.co.uk/ferrari/motorsport/story/51683.html |title=Ferrari extends deal with tobacco company Philip Morris |work=ESPN UK }}</ref><ref>{{cite web |url=https://twitter.com/f1writers/status/605624708235685888 |title=Vettel and Marlboro ads around Monaco pic.twitter.com/slnmOCTLhm #F1 #MonacoGp #Vettel |last=F1Writers™}}</ref><ref>{{cite web |url=https://www.retrogp.com/products/marlboro-champions-stickers?variant=37583055754 |title=Marlboro F1 World Championship Team Stickers |website=RetroGP |access-date=2018-03-03 |archive-date=2018-03-04 |archive-url=https://web.archive.org/web/20180304113149/https://www.retrogp.com/products/marlboro-champions-stickers?variant=37583055754 |url-status=dead }}</ref><ref>{{cite web |url=https://nl.pinterest.com/pin/493073859189011149/ |title=Original marlboro jean alesi oreca f3000 team 1988 period race sticker adesivo |website=Pinterest}}</ref><ref>{{cite web |url=https://www.autobild.es/noticias/vettel-imagen-de-anuncio-marlboro-monaco-5239 |title=Vettel, imagen de un anuncio de Marlboro en Mónaco |date=23 May 2015}}</ref><ref>{{cite web |url=https://www.motorsport.com/f1/photo/main-gallery/marlboro-cigarette-advertising-in-monaco-2/ |title=Marlboro cigarette advertising in Monaco at Monaco GP |website=Motorsport.com |access-date=2018-03-03 |archive-date=2018-03-04 |archive-url=https://web.archive.org/web/20180304054708/https://www.motorsport.com/f1/photo/main-gallery/marlboro-cigarette-advertising-in-monaco-2/ |url-status=dead }}</ref><ref>{{cite web |url=https://www.motorsport.com/f1/photo/main-gallery/marlboro-cigarette-advertising-in-monaco/ |title=Marlboro cigarette advertising in Monaco at Monaco GP |website=Motorsport.com |access-date=2018-03-03 |archive-date=2018-03-04 |archive-url=https://web.archive.org/web/20180304054801/https://www.motorsport.com/f1/photo/main-gallery/marlboro-cigarette-advertising-in-monaco/ |url-status=dead }}</ref><ref>{{cite web |url=https://www.hippostcard.com/listing/marlboro-advertising-formula-one-f1-sponsor-car-postcard/11451575 |title=Marlboro advertising Formula One F1 sponsor Car Postcard |website=hippostcard.com}}</ref><ref>{{cite web |url=https://auction.catawiki.com/kavels/9490163-book-formula-1-race-car-driver-niki-lauda-marlboro-autocourse |title=Book Formula 1 race car driver Niki Lauda, Marlboro Autocourse. - Catawiki |website=Catawiki}}</ref>

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of marketing promotions.{{cn|date=October 2024}} 

In 1983, the campaign "Marlboro Adventure Team" was launched in Germany, in which purchasers of the brand could apply to win a trip to the USA to live like the "Marlboro Man", as well as a plethora of different clothing items and accessories.{{cn|date=October 2024}}

=== Post-Tobacco Master Settlement Agreement ===
{{Expand section|date=October 2025}}
In the aftermath of the [[Tobacco Master Settlement Agreement|1998 Master Settlement Agreement]], Marlboro, then the leading cigarette brand in the United States, was greatly restricted in its capacity advertise its product offerings. Philip Morris thus shifted primarily to '[[point of sale]]' and [[Advertising mail|mail advertising]]. By 2005, Marlboro had exclusive contracts with almost half of the country's retailers to display and advertise its premium offerings in prominent locations.<ref name=":0">{{Cite web |title=The Marlboro Story {{!}} Marketing Case Studies |url=https://www.ibscdc.org/Case_Studies/Marketing/Marketing/The%20Marlboro%20Story%20-%20Marketing.htm |access-date=2025-10-13 |website=www.ibscdc.org}}</ref>

By the [[2000|turn]] of the [[millennium]], the company had adopted the [[Marlboro Miles]] [[Loyalty program|rewards catalog]] as a means of incentivizing consumer loyalty.<ref name=":0" /><ref>{{Cite journal |last=Lewis |first=M. Jane |last2=Delnevo |first2=Cristine D. |last3=Slade |first3=John |date=February 2004 |title=Tobacco industry direct mail marketing and participation by New Jersey adults |url=https://pmc.ncbi.nlm.nih.gov/articles/PMC1448238/ |journal=[[American Journal of Public Health]] |volume=94 |issue=2 |pages=257–259 |doi=10.2105/ajph.94.2.257 |issn=0090-0036 |pmc=1448238 |pmid=14759937}}</ref> In 2009, the [[United States Court of Appeals for the Ninth Circuit|Ninth Circuit Court of Appeals]] overturned an earlier court judgement which had found that the proof-of-purchase system it utilized was by definition a 'gift certificate' program. This secondary judgement allowed Philip Morris to revoke the validity of 'Five Miles' products after a certain date.<ref>{{Cite web |date=June 2009 |title=Appeals Court Holds That On-Pack Proofs of Purchase Are Not "Gift Certificates" Under California Law {{!}} Loeb & Loeb LLP |url=https://www.loeb.com/en/insights/publications/2009/06/appeals-court-holds-that-onpack-proofs-of-purcha__ |access-date=2025-10-13 |website=www.loeb.com |language=en}}</ref>

=== Sport sponsorship ===
According to Ellen Merlo, vice president of marketing services at Philip Morris, quoted in a 1989 Marlboro advertisement:<ref>Jordan Goodman, ''Tobacco: Its History and Culture'' (2005) 2:595.</ref><blockquote>We perceive Formula One and Indy car racing as adding, if you will, a modern-day dimension to the Marlboro Man. The image of Marlboro is very rugged, individualistic, heroic. And so is this style of auto racing. From an image standpoint, the fit is good.</blockquote>

==== Formula One ====
[[File:BRM P180.jpg|thumb|[[BRM P180]]: Marlboro's motorsport sponsorship started with the [[British Racing Motors|BRM Formula One]] team in {{F1|1972}}.]]
[[File:Emerson Fittipaldi McLaren M23 1974 Britain.jpg|thumb|Marlboro colours first appeared on a [[McLaren]] car in the {{F1|1974}} season. This is [[Emerson Fittipaldi]] driving the [[McLaren M23]] at the [[1974 British Grand Prix]].]]
[[File:Michael Schumacher 2001 Canada.jpg|thumb|The Marlboro sponsored [[Scuderia Ferrari|Ferrari]] of [[Michael Schumacher]] in {{F1|2001}}.]]

Marlboro is known for its association with [[motor racing]]. This started in the {{F1|1972}} season with [[Formula One sponsorship liveries|the sponsorship]] of the [[Formula One]] team [[British Racing Motors|BRM]]. The first win for a Marlboro-sponsored [[Formula One car]] was achieved at the [[1972 Monaco Grand Prix]] by [[Jean-Pierre Beltoise]] driving for the BRM team. In {{F1|1973}} and {{F1|1974}}, the cigarette giant backed the [[Frank Williams Racing Cars]] team, whose cars were registered as ''Iso-Marlboro''.

In the [[1974 Formula One season|1974]] season, Marlboro became associated with the [[McLaren]] team. The team won their first [[List of Formula One World Constructors' Champions|World Constructors' Championship]] as well as first [[List of Formula One World Drivers' Champions|World Drivers' Championship]] (for [[Emerson Fittipaldi]]) in the first season of the partnership between McLaren and Marlboro. The team won another drivers title in {{F1|1976}} for [[James Hunt]]. Following that, the partnership went through a dry patch until [[Ron Dennis]]'s Project Four Organization took over the team in {{F1|1981}}. Marlboro-sponsored McLaren triumphed Formula One for much of the 1980s and early 1990s, with [[Niki Lauda]], [[Alain Prost]] and [[Ayrton Senna]] between them winning the Drivers' Championship all but one year from {{F1|1984}} to {{F1|1991}}. After the departure of Ayrton Senna at the end of the {{F1|1993}} season, Marlboro McLaren never won a race again. Marlboro ended their sponsorship of the team at the end of the {{F1|1996}} season, which ended the red and white McLaren livery. McLaren was sponsored by [[West (cigarette)|West]] from the start of the {{F1|1997}} season onwards. McLaren and Marlboro had the longest sponsorship deal between a team and its title sponsor in Formula One history, which lasted for 23 consecutive seasons ({{F1|1974}}–{{F1|1996}}).

Over the years, [[McLaren]] altered the Marlboro livery to comply with regional [[anti-tobacco sponsorship laws]] which were in place in countries like [[France]], the [[United Kingdom|UK]] and later [[Germany]]. The Marlboro logo was replaced by a chevron in {{F1|1974}}, with a [[barcode]] in {{F1|1984}} and {{F1|1985}} and from {{F1|1987}} to {{F1|1992}} or with ''"McLaren"'' in {{F1|1986}} and from {{F1|1991}} to {{F1|1993}} and {{F1|1994}} to {{F1|1996}}. At the [[1986 Portuguese Grand Prix]], [[Keke Rosberg]]'s car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored [[Scuderia Ferrari]]'s drivers since the {{F1|1973}} season (the brand appeared only on helmets and suits) but only in {{F1|1984}} Marlboro became a minor sponsor on Ferrari's [[Formula One car]]s. Until then, [[Enzo Ferrari]] allowed only technical suppliers brands to appear on his team cars. In {{F1|1993}}, Marlboro became the main sponsor (surpassing [[Goodyear Tire and Rubber Company|Goodyear]], and making that Ferrari painting the car's high air boxes were painted red and white), eventually becoming the title sponsor in {{F1|1997}} when the team was officially renamed as ''"Scuderia Ferrari Marlboro"''. Marlboro remained Ferrari's title sponsor until the [[2011 European Grand Prix]] and the main sponsor until the end of the {{F1|2017}} season.

[[File:Marlboro-Ferrari.jpg|thumb|Prominent Marlboro branding on [[Scuderia Ferrari|Ferrari]] Formula One car and team at the [[2006 Bahrain Grand Prix]]]]

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the [[United Kingdom|UK]] and later Germany. The Marlboro logo was removed completely or replaced with a white space from {{F1|2000}} to {{F1|2004}} (The Ferrari cars had white spaces over Marlboro occasionally in {{F1|1998}} and {{F1|1999}}), changed to a ''"bar code"'' from {{F1|1994}} to 1999 and in {{F1|2005}} and {{F1|2006}}, or the text was removed while keeping the chevron with the driver's name ({{F1|1993}}) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver's written name from the 1980s until {{F1|1996}}. The team used a special livery for the [[2001 Italian Grand Prix]] in remembrance of the [[September 11 attacks]] in the US; both cars ran without any sponsorship livery and sported matte black nose-cones. In the [[2005 Bahrain Grand Prix]] the cars sported black nosecones as a sign of mourning for [[Pope John Paul II]].

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly banned in the [[European Union]] and other F1 teams ended their relationships with tobacco companies. In reporting the deal, ''[[F1 Racing]]'' magazine judged it to be a "black day" for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special "racing editions" of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the [[European Commissioner for Health]] and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and [[Ferrari]], due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe.<ref>{{cite web|url=http://uk.eurosport.yahoo.com/29042010/58/ferrari-spotlight-subliminal-tobacco-ads.html |title=''Eurosport Yahoo News'', April 29, 2010 |publisher=Uk.eurosport.yahoo.com |access-date=2011-08-03}}</ref> The Ferrari team claimed the barcode was part of the car design, not an advertising message.<ref>Jagger,Suzy; Watson, Rory, [https://web.archive.org/web/20100531133720/http://www.timesonline.co.uk/tol/sport/formula_1/article7111124.ece "Ferrari F1 barcode a 'smokescreen for cigarette adverts'"], ''The Times'' (London), April 29, 2010</ref>

An article published in the academic journal ''[[Tobacco Control (journal)|Tobacco Control]]'' which reported research into the history of tobacco sponsorship in motorsport stated that Marlboro had used vertical stripes in its sponsorship of F1 cars as early as 1972 with BRM, as well as with McLaren in 1988 and Ferrari in 1993, that these had been used in the same locations on cars and driver clothing as conventional Marlboro logos, that when the barcode logo was finally removed by Ferrari they announced that they had made the decision with Philip Morris, and that then Philip Morris head of sponsorship [[Maurizio Arrivabene]] had referred to the barcode design as "our logo" in an online article, concluding that the barcode was a form of "alibi marketing" which used the fundamentals of the Marlboro brand identity to advertise it whilst avoiding conventional logos.<ref>{{cite journal |last1=Grant-Braham |first1=Bruce |last2=Britton |first2=John |title=Motor racing, tobacco company sponsorship, barcodes and alibi marketing |url=https://tobaccocontrol.bmj.com/content/21/6/529 |journal=[[Tobacco Control (journal)|Tobacco Control]] |volume=21 |issue=6 |pages=529-535 |doi=10.1136/tc.2011.043448 |issn=1468-3318 |pmc=3595501 |pmid=21821820 |access-date=1 September 2025}}</ref>

The controversial barcode design was removed by Ferrari for the start of the [[Spanish Grand Prix]] in the [[2010 Formula One season|2010 season]], but the barcode remained on drivers' team gear.<ref>{{cite news |url=https://www.usatoday.com/sports/motor/2010-05-07-1751651542_x.htm |work=USA Today |title=Ferrari removes bar code design from car |date=May 7, 2010}}</ref> In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by an F1-website<ref>{{cite web |url=http://www.toilef1.com/Le-nouveau-logo-de-Ferrari-propice.html |title=Le nouveau logo de Ferrari propice à polémique? |publisher=Toilef1.com |date=January 28, 2011 |access-date=2011-08-03 |url-status=dead |archive-url=https://web.archive.org/web/20110717065619/http://www.toilef1.com/Le-nouveau-logo-de-Ferrari-propice.html |archive-date=July 17, 2011}}</ref> as an advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its partnership with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.<ref>{{cite web|url=http://en.espnf1.com/ferrari/motorsport/story/51683.html |title=''Ferrari extends deal with tobacco company Philip Morris'', June 16, 2011 |work=ESPN F1 |publisher=En.espnf1.com |date=2011-06-14 |access-date=2011-08-03}}</ref> The deal has been subsequently renewed for three more years, through 2018.<ref>{{cite news|url=https://www.bloomberg.com/news/articles/2015-05-13/philip-morris-can-t-kick-20-year-ferrari-formula-one-habit|title=Philip Morris can't kick 20-year Ferrari Formula One habit|publisher=[[Bloomberg L.P.]]|first=Alex|last=Duff|date=13 May 2015 |access-date=6 January 2016}}</ref> In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year's car. Before [[2018 Japanese Grand Prix]], Ferrari launches their revised [[Ferrari SF71H|SF71H]] livery featuring PMI's Mission Winnow brand.<ref>{{Citation|title=Google|url=https://www.google.com/logos/doodles/2020/celebrating-anna-may-wong-4736474120454144-2xa.gif|language=en|access-date=2020-01-22}}</ref>
[[File:McLaren MP4-7 left Honda Collection Hall.jpg|thumb| A Marlboro sponsored [[McLaren MP4/7]] at the Honda Collection Hall]]
Marlboro had provided financial support to many racing drivers, the most illustrious of whom are [[Alain Prost]], [[Ayrton Senna]] and [[Mika Häkkinen]]. From 1970 until the mid-1990s, the logos of the cigarettes could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.<ref>{{cite web |url=https://progcovers.com/motor/f11995.html |title=1995 Formula 1 Programmes - The Motor Racing Programme Covers Project |first=Malcolm |last=Mitchell |website=progcovers.com}}</ref><ref>{{cite web |url=https://progcovers.com/motor/f11998.html |title=1998 Formula 1 Programmes - The Motor Racing Programme Covers Project |first=Malcolm |last=Mitchell |website=progcovers.com}}</ref><ref>{{cite web |url=https://progcovers.com/motor/f12005.html |title=2005 Formula 1 Programmes - The Motor Racing Programme Covers Project |first=Malcolm |last=Mitchell |website=progcovers.com}}</ref>

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of [[Alfa Romeo in Formula One|Alfa Romeo F1 Team]] between {{F1|1980}} and {{F1|1983}}, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In {{F1|1984}} the Italian clothing brand [[Benetton Group|Benetton]] took over Alfa Romeo's livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of {{F1|1985}}. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the [[BMS Scuderia Italia]] team from {{F1|1988}} until {{F1|1992}}, when [[Chesterfield (cigarette)|Chesterfield]] became their main sponsor. The livery was similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers' helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.<ref>{{cite web |url=https://www.motorsport.com/vintage/photo/main-gallery/under-a-misleading-ex-alesi-ferrari-f93a-f1-livery-in-fact-a-hybrid-lola-bms-scuderia/ |title=Under a misleading "ex-Alesi" Ferrari F93A F1 livery, in fact a hybrid: Lola BMS Scuderia Italia Ferrari T93-30 at Modena Trackdays |website=Motorsport.com}}</ref><ref>{{cite web |url=http://www.italiaspeed.com/2009/motorsport/f1/other/11/dallara/1811.html |title=italiaspeed.com |website=italiaspeed.com}}</ref><!--<ref>{{cite web |url=https://www.tumblr.com/search/bms%20scuderia%20italia|title=bms scuderia italia - Tumblr}}</ref>--><ref>{{cite web |url=https://www.flickriver.com/photos/antsphoto/5254173147/ |title=J J Lehto BMS Scuderia Italia Dallara Judd 192 F1. 1992 British GP Silverstone. - a photo on Flickriver |website=flickriver.com}}</ref>

Marlboro sponsored the [[Arrows Grand Prix International|Arrows F1]] (by the time known as ''"Footwork"'') team in {{F1|1994}}. While [[Ruffles (potato chips)|Ruffles]], a [[potato chip]] brand, sponsored the car, Marlboro sponsored the drivers' helmets.<ref>{{cite web |url=https://www.linkedin.com/pulse/footwork-arrows-fa15-formula-1-car-greg-robb/ |title=Footwork Arrows FA15 Formula 1 Car |date=12 July 2017}}</ref><ref>{{cite web |url=http://www.superdanilof1page.com.br/equipes/equipes-de-formula-1-arrows |title=A história da Arrows F1 Team - Equipes Históricas da F1 - Super Danilo F1 |first=Danilo |last=Cardoso |website=superdanilof1page.com.br}}</ref>

Marlboro sponsored the [[EuroBrun]] team in {{F1|1988}}. The [[EuroBrun ER188|ER188]], driven by [[Oscar Larrauri]], [[Stefano Modena]] and [[Gregor Foitek]], featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.<ref>{{cite web|url=https://paul11f1.wordpress.com/2013/01/28/f1-teams-of-the-past-eurobrun-racing/|title=F1 Teams of the Past – Eurobrun Racing|date=28 January 2013}}</ref><ref>{{cite web|url=https://nl.pinterest.com/erichlippert/eurobrun-racing/|title=EuroBrun Racing|website=Pinterest}}</ref>

Marlboro sponsored the [[Fittipaldi Automotive]] team in {{F1|1981}}. The Marlboro logo was displayed on the helmets of the drivers.<ref>{{cite web|url=https://www.pinterest.co.uk/pin/544161567459398195/|title=Fórmula 1 del ayer|website=Pinterest}}</ref><ref>{{cite web|url=https://www.gettyimages.co.uk/detail/news-photo/finnish-racing-driver-keke-rosberg-drives-the-fittipaldi-news-photo/781760319|title=1981 British Grand Prix|date=10 January 2018 }}</ref>

Marlboro sponsored the [[Forti|Forti F1]] team in {{F1|1995}} and {{F1|1996}}. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.<ref>{{cite web |url=https://paul11f1.wordpress.com/2013/01/12/f1-teams-of-the-past-forti-corse/ |title=F1 Teams of the Past – Forti Corse |date=12 January 2013}}</ref><ref>{{cite web |url=https://www.statsf1.com/en/forti-fg01-95.aspx |title=Forti FG01-95 • STATS F1 |website=statsf1.com}}</ref><ref>{{cite web|url=https://www.auto123.com/en/racing-news/f1-former-f1-team-owner-guido-forti-passes-away?artid=151594|title=F1: Former F1 team owner Guido Forti passes away - Auto123.com|website=auto123.com}}</ref>

Marlboro sponsored the [[Merzario]] team from {{F1|1977}} until the team's collapse in {{F1|1979}}. The Marlboro logo were displayed on the front, side and on the drivers helmets.<ref>{{cite web|url=https://www.formulapassion.it/motorsport/storia/f1-merzario-un-cavaliere-del-rischio-di-nome-arturio-284413.html|title=F1 - Merzario: un cavaliere del rischio di nome Arturo - Storia - Motorsport|date=11 March 2016}}</ref><ref>{{cite web|url=https://nl.pinterest.com/pin/440649144767258235/|title=1978 Formuła 1|website=Pinterest}}</ref><ref>{{cite web |url=https://www.deviantart.com/f1-history/art/Arturo-Merzario-South-Africa-1978-597955567 |title=Arturo Merzario (South Africa 1978) |website=DeviantArt |access-date=2021-03-15 |archive-date=2022-10-03 |archive-url=https://web.archive.org/web/20221003073609/https://www.deviantart.com/f1-history/art/Arturo-Merzario-South-Africa-1978-597955567 |url-status=dead }}</ref>

Marlboro sponsored the [[Minardi]] team in {{F1|1995}}. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.<ref>{{cite web|url=https://www.formulapassion.it/motorsport/storia/f1-pierluigi-martini-le-grandi-imprese-con-la-minardi-2-27209.html|title=F1 - Pierluigi Martini: le grandi imprese con la Minardi - Storia - Motorsport|date=16 December 2011}}</ref><ref>{{cite web|url=http://www.f1colours.com/articles/livery-histories-5-minardi/|title=Livery Histories #5: Minardi|date=19 January 2015|access-date=3 March 2018|archive-url=https://web.archive.org/web/20190205162558/http://www.f1colours.com/articles/livery-histories-5-minardi/|archive-date=5 February 2019|url-status=dead}}</ref>

Marlboro sponsored the [[Onyx Grand Prix]] team in {{F1|1989}} and {{F1|1990}}. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.<ref>{{cite web|url=http://www.flickriver.com/groups/onyxgrandprixcars/pool/|title=Flickriver: Onyx Grand Prix Cars pool|website=flickriver.com}}</ref><ref>{{cite web|url=http://formula-fan.ru/onyx|title=Onyx Grand Prix - Formula Fan|website=formula-fan.ru}}</ref>

Marlboro sponsored [[Rebaque|Team Rebaque]] in {{F1|1979}}. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.<ref>{{cite web|url=https://www.pinterest.co.uk/pin/374361787754561459/|title=Formula 1|website=Pinterest}}</ref><ref>{{cite web|url=https://nl.pinterest.com/pin/440649144768111444/|title=F1 - Prywatne zespoły|website=Pinterest}}</ref><ref>{{cite web|url=https://www.formulapassion.it/motorsport/storia/f1-il-gotha-dei-piloti-con-la-valigia-276017.html|title=F1 - Il Gotha dei piloti "con la valigia" - Storia - Motorsport|date=16 December 2015}}</ref><ref>{{cite web|url=http://8w.forix.com/rebaque.html|title=8W - Who & What? - (Hector) Rebaque|website=8w.forix.com}}</ref>

Marlboro sponsored the [[Rial Racing]] team in {{F1|1988}} and {{F1|1989}}. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.<ref>{{cite web|url=https://www.gettyimages.fi/photos/rial-racing-rial-arc2-ford-cosworth-dfr?sort=mostpopular&mediatype=photography&phrase=rial+racing+rial+arc2+ford+cosworth+dfr#license|title=Rial Racing Rial Arc2 Ford Cosworth Dfr Stock Photos and Pictures - Getty Images|website=gettyimages.fi}}</ref><ref>{{cite web|url=https://www.retrogp.com/products/rial-racing-t-shirt|title=Rial Racing T Shirt|website=RetroGP|access-date=2018-03-03|archive-date=2018-03-04|archive-url=https://web.archive.org/web/20180304172426/https://www.retrogp.com/products/rial-racing-t-shirt|url-status=dead}}</ref><ref>{{cite web|url=https://www.tumblr.com/search/rial%20racing|title=rial racing - Tumblr}}</ref>

Marlboro sponsored the [[Spirit Racing]] team in {{F1|1983}} and {{F1|1984}}. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.<ref>{{cite web|url=http://www.modelersite.com/en/1967/spirit-201c--honda-v6--gp-europe-1983--sudio27-120|title=Spirit 201C, Honda V6, GP Europe 1983 - Sudio27 1:20|website=Modeler Site}}</ref><ref>{{cite web|url=http://www.stefanjohansson.com/racing-1983/|title=Racing - 1983|website=Stefan Johansson Växjö|access-date=2018-03-03|archive-date=2018-03-04|archive-url=https://web.archive.org/web/20180304055044/http://www.stefanjohansson.com/racing-1983/|url-status=dead}}</ref>

==== GP2 ====
From 2005 to 2007, [[GP2 Series]] team [[ART Grand Prix]] was sponsored by Marlboro. The Marlboro logos were prominently shown on the car in the [[2005 GP2 Series|2005]] and [[2006 GP2 Series|2006 seasons]], but in 2007 the team only sponsored the brand on the rear wing.<ref>{{cite web|url=http://www.art-grandprix.com/art-grand-prix/hall-of-fame/nico-rosberg|title=Nico Rosberg - ART Grand Prix|website=art-grandprix.com|access-date=2018-03-03|archive-date=2018-03-04|archive-url=https://web.archive.org/web/20180304172348/http://www.art-grandprix.com/art-grand-prix/hall-of-fame/nico-rosberg|url-status=dead}}</ref><ref>{{cite web |url=https://www.speedsport-magazine.com/motorsport/formula-level2/gp2-series-formula-3000/2007/photo-art-grand-prix-dallara-gp2-05-renault-aleshin-11775_-_11775.html |title=Michael Aleshin - ART Grand Prix: GP2 Series 2007 - Photo 2/38 |website=Speedsport Magazine}}</ref><ref>{{cite web|url=http://www.art-grandprix.com/art-grand-prix/hall-of-fame/lucas-di-grassi|title=Lucas Di Grassi - ART Grand Prix|website=art-grandprix.com|access-date=2018-03-03|archive-date=2018-03-04|archive-url=https://web.archive.org/web/20180304172336/http://www.art-grandprix.com/art-grand-prix/hall-of-fame/lucas-di-grassi|url-status=dead}}</ref> In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.<ref>{{cite web |url=https://www.speedsport-magazine.com/motorsport/formula-level2/gp2-series-formula-3000/2006/photo-art-grand-prix-dallara-gp2-05-renault-premat-9716_-_9716.html |title=Alexandre Premat - ART Grand Prix: GP2 Series 2006 - Photo 1/28 |website=Speedsport Magazine}}</ref>

==== Grand Prix motorcycle racing ====
[[File:Wayne Rainey.jpg|thumb|right|[[Wayne Rainey]] on a Yamaha YZR500 in 1990]]
Marlboro entered the [[Grand Prix motorcycle racing]] in the seventies as personal sponsor of riders like [[Giacomo Agostini]], [[Angel Nieto]] and [[Jarno Saarinen]]. In [[1976 Grand Prix motorcycle racing season|1976]], Marlboro backed Agostini's team, who raced [[MV Agusta]] bikes with little factory support.

Since [[1983 Grand Prix motorcycle racing season|1983]], the cigarette brand sponsored the [[Yamaha Motor Company|Yamaha]] 500&nbsp;cc works team, which was managed by Agostini until 1989 and then by [[Kenny Roberts]] until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on [[race replica]] bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro's livery also appeared on other bikes, especially the [[Honda]]s entered by [[Paolo Pileri|Team Pileri]] (from 1992 to 1995), [[Pons Racing]] (in [[1993 Grand Prix motorcycle racing season|1993]])<ref>{{cite web|url=http://www.ponsracing.com/index.php?option=com_content&view=article&id=51&Itemid=44&lang=en|title=History|publisher=[[Pons Racing]]|access-date=24 November 2012|url-status=dead|archive-url=https://web.archive.org/web/20120322065818/http://www.ponsracing.com/index.php?option=com_content&view=article&id=51&Itemid=44&lang=en|archive-date=22 March 2012}}</ref> and [[Erv Kanemoto]]'s team (in 1997 and 1998) who achieved the 1997 250&nbsp;cc World Championship with [[Max Biaggi]].

The [[Yamaha Motor Racing|Yamaha works team]] was again associated with Marlboro between [[1999 Grand Prix motorcycle racing season|1999]] and [[2002 Grand Prix motorcycle racing season|2002]].

[[File:Loris Capirossi MotoGP China 2007.jpg|thumb|[[Loris Capirossi]] riding a [[Ducati Desmosedici|Desmosedici GP7]] at {{MGP|2007}} Chinese Grand Prix]]
Marlboro sponsored the [[Ducati Corse]] [[MotoGP]] team from [[2003 Grand Prix motorcycle racing season|2003]]. [[Casey Stoner]] took his first MotoGP title in [[2007 Grand Prix motorcycle racing season|2007]]. As of the [[2009 Grand Prix motorcycle racing season]] they were only allowed to brand the bikes at one round, in [[Qatar]] at the [[Losail International Circuit]], using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the [[French motorcycle Grand Prix]] in the [[2010 Grand Prix motorcycle racing season|2010 season]]. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris' heat-not-burn brand [[Iqos|iQOS]] instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.<ref>{{cite web|url=https://www.autosport.com/motogp/news/133940/ducati-could-run-ecig-branding-in-2018|title=Ducati could run e-cig branding in 2018 MotoGP season|first=Franco|last=Nugnes}}</ref>

==== Superbike World Championship ====
Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.<ref>{{cite web|url=http://www.f1network.net/main/s180/st104624.htm|title=World Superbike entry list for 1988|website=Motorcycle Racing Online}}</ref><ref>{{cite web|url=http://www.f1network.net/main/s180/st65286.htm|title=World Superbike entry list for 1989|website=Motorcycle Racing Online}}</ref><ref>{{cite web|url=http://www.f1network.net/main/s180/st65287.htm|title=World Superbike entry list for 1990|website=Motorcycle Racing Online}}</ref><ref>{{cite web|url=http://www.petergoddard.com/photos.html|archive-url=https://web.archive.org/web/20001020211929/http://petergoddard.com/photos.html|url-status=dead|archive-date=October 20, 2000|title=Peter Goddard - Photos|website=petergoddard.com}}</ref>

==== CART/IndyCar ====
[[File:Penske PC-22 Emerson Fittipaldi 1993.jpg|thumb|[[Penske PC-22]] driven by [[Emerson Fittipaldi]] in 1993]]

Marlboro sponsorship in [[IndyCar]] dates back to [[1986 CART PPG Indy Car World Series|1986]] when the livery appeared on the [[Emerson Fittipaldi]]'s car entered by [[Patrick Racing]]. In [[1990 CART PPG Indy Car World Series|1990]] [[Penske Racing]] hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the [[2007 IndyCar Series season|2007 season]] Marlboro logos were hidden and subsequently replaced with '''Team Penske''' branding but the team retained the color scheme as Philip Morris USA was still Penske's main sponsor (similar case to [[Scuderia Ferrari]] and [[Ducati Corse|Ducati MotoGP Team]] that had Marlboro sponsorship but both Ferrari and Ducati teams forced to hide the Marlboro logos due to anti-tobacco advertising law).

[[2009 IndyCar Series season|2009]] was the final year of the Penske-Marlboro association.<ref>{{cite news|url=http://autoweek.com/article/indycar/penske-loses-philip-morris-sponsorship|title=Penske loses Philip Morris sponsorship|work=Autoweek|publisher=Crain Communications|date=23 February 2010|access-date=21 November 2014}}</ref>

==== 24 Hours of Le Mans ====
Since their start in [[Formula One]], Marlboro has also sponsored numerous teams and races, from [[Joest Racing]] in [[Group C]] in 1983 to [[Toyota]] at the [[24 Hours of Le Mans]] in [[1999 24 Hours of Le Mans|1999]] (despite a tobacco ban in [[France]]).

==== Masters of Formula 3 ====
Marlboro sponsored the [[Masters of Formula 3|Marlboro Masters]] [[Formula Three]] race in [[Circuit Park Zandvoort|Zandvoort]].

==== World Rally Championship ====
[[File:Mitsubishi LancerEvoⅥTME Gr.A.JPG|thumb|The [[Ralliart|Marlboro Mitsubishi Ralliart]] [[Mitsubishi Lancer Evolution|Lancer Evolution VI]] Group A rally car]]
Marlboro has a long history in [[rallying]] sponsorship, including the factory [[World Rally Championship]] teams of [[Lancia in rallying|Lancia]] (between 1972 and 1974), [[Mitsubishi Ralliart|Mitsubishi]] (from {{WRC|1999}} to {{WRC|2002}}) and [[Peugeot#Rallying|Peugeot]] (from {{WRC|2003}} to {{WRC|2005}}). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of [[Markku Alén]], [[Timo Salonen]], [[Juha Kankkunen]], [[Miki Biasion]] and others. Between 1987 and 1992, Marlboro backed [[Carlos Sainz Sr.|Carlos Sainz]], appearing on his cars ([[Ford Sierra]] in 1987–88 and then [[Toyota Celica]] since 1989). In 1993 the cigarette brand started an association with Belgian rally driver [[Freddy Loix]], who was racing for [[Opel]] in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to [[Mitsubishi Ralliart]] works team, with the iconic livery remaining on successive [[Mitsubishi Lancer Evolution|Lancer Evolutions]] until the marque's temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver [[Mohammed bin Sulayem]]<ref>{{cite web |url=http://www.itnsource.com/fr/shotlist//RTV/1991/05/18/BGY604010686/?s=* |title=Turkey: Middle East Champion Mohammed bin Sulayem Drives to Victory in Bosphorous Rally |author=<!--Staff writer(s); no by-line.--> |date=18 May 1991 |website=[[ITN Source]]|access-date=21 December 2014}}</ref> and has sponsored a number of rallies including the [[Safari Rally]] (between 1982 and 1990), the [[Rally Argentina]], the [[Rally of Lebanon]],<ref>{{cite web |url=http://www.dailystar.com.lb/News/Lebanon-News/2001/Jun-30/22119-all-systems-go-for-weekends-marlboro-car-rally.ashx |title=All systems go for weekend's Marlboro car rally |author=<!--Staff writer(s); no by-line.--> |date=30 June 2001 |website=[[dailystar.com.lb]] |access-date=21 December 2014}}</ref> the [[Jordan Rally]],<ref>{{cite web |url=http://gulfnews.com/news/gulf/uae/general/bin-sulayem-adds-another-feather-to-his-cap-1.399673 |title=Bin Sulayem adds another feather to his cap |author=<!--Staff writer(s); no by-line.--> |date=29 September 2002 |website=[[gulfnews.com]] |access-date=21 December 2014}}</ref> and the [[UAE Desert Challenge]].<ref>{{cite web |url=https://www.telegraph.co.uk/motoring/4747651/The-supercar-sheik-...-who-enjoys-a-drive-in-the-country.html |title=The supercar sheik … who enjoys a drive in the country |last1=Sharp |first1=Martin |date=5 December 2009 |website=[[telegraph.co.uk]]|access-date=21 December 2014}}</ref>

==== Australian touring car racing ====
[[File:1984 Holden VK Commodore Group C - Outright winner 1984 James Hardie 1000 (5210231996).jpg|thumb|[[Holden Dealer Team]] [[Holden Commodore VK]]]]
Marlboro was the naming rights sponsor of the [[Holden Dealer Team]] from 1974 until 1984.<ref>Muscle Man: Joe Felice ''Australian Muscle Car'' issue 116 June 2020 page 62</ref>

==== IMSA SportsCar ====
Marlboro sponsored the [[Italy|Italo]]-[[United States|American]] [[United SportsCar Championship|IMSA SportsCar]] Le Mans GT team [[Risi Competizione]] since 2004 but [[Risi Competizione]] opting to invisible the Marlboro logo due to the team respecting [[Tobacco Master Settlement Agreement]] regulations and also ban of cigarette advertising in sports.

==== Badminton ====
Marlboro sponsored the [[Thomas Cup|Thomas]] and [[Uber Cup]] from 1984 to 1990, as well as the [[Sudirman Cup]] from 1991 to 1995 and 2001 to 2013.<ref>{{cite web|url=http://mynahbird20000.blogspot.nl/2011/09/1982-thomas-cup-final.html|title=1982 Thomas Cup Final|website=mynahbird20000.blogspot.nl|date=20 September 2011}}</ref><ref>{{cite web|url=http://mynahbird20000.blogspot.nl/2015/04/1949-thomas-cup.html|title=1949 Thomas Cup|website=mynahbird20000.blogspot.nl|date=4 April 2015}}</ref><ref>{{cite web|url=http://mynahbird20000.blogspot.nl/2011/09/1984-thomas-cup-final-pt-1.html|title=1984 Thomas Cup Final pt 1|website=mynahbird20000.blogspot.nl|date=20 September 2011}}</ref><ref>{{cite web|url=https://carousell.com/p/thomas-cup-uber-cup-sponsered-by-marlboro-1984-86624104/?ref=profile&ref_page=8&ref_referrer=%2Fabg_shah%2F%3Fpage%3D8&ref_sId=9065030|title=Thomas Cup Uber Cup sponsored by Marlboro 1984 on Carousell|website=carousell.com|access-date=2018-03-04|archive-date=2018-03-04|archive-url=https://web.archive.org/web/20180304055359/https://carousell.com/p/thomas-cup-uber-cup-sponsered-by-marlboro-1984-86624104/?ref=profile&ref_page=8&ref_referrer=%2Fabg_shah%2F%3Fpage%3D8&ref_sId=9065030|url-status=dead}}</ref>

==Products==
[[File:2013 Marlboro Ice Blast open.jpg|thumb|A Japanese pack of Marlboro Ice Blast. This mentholated cigarette also contains a menthol capsule in the filter that can be cracked open by the smoker.]]

Phillip Morris markets cigarettes,<ref name="marlboro.com">{{cite web|url=https://www.marlboro.com/marlboro/products/|title=Marlboro.com – Official Website for Marlboro Cigarettes}}</ref> [[snus]],<ref name="marlboro.com" /> and [[HeatSticks]] under the Marlboro brand.<ref name=IntroHeatsticks>{{cite news|last1=Felberbaum|first1=Michael|title=Philip Morris Int'l to Sell Marlboro HeatSticks|url=https://abcnews.go.com/Health/wireStory/philip-morris-intl-sell-marlboro-heatsticks-24325442|access-date=June 28, 2014|agency=AP|publisher=ABC News|date=June 26, 2014|location=Richmond, Virginia}}</ref>

===International cigarette varieties===
[[Philip Morris International]] organized Marlboro products into three divisions—''Flavor line'', which are original red full flavor cigarettes, ''Gold line'' are former lights, and ''Fresh line'' comprises flavored cigarettes.<ref>{{cite web|url=http://annetonia.wordpress.com/2012/10/27/brand-architecture-marlboro/|title=Brand Architecture Marlboro|work=MARLBORO BRAND ASSET MANAGEMENT|date=27 October 2012}}</ref><ref>{{cite web|url=http://annetonia.files.wordpress.com/2012/10/product-architecture1.jpg |title=Product architecture – Flavor line, Gold line, Fresh line (Image) |publisher=annetonia.files.wordpress.com |date=October 2012 |access-date=2017-06-04}}</ref><ref>{{cite web|url=http://tobaccotactics.org/index.php/Philip_Morris'_Marlboro_Brand_Architecture|title=Philip Morris' Marlboro Brand Architecture}}</ref><ref>{{cite web|url=http://media.corporate-ir.net/media_files/irol/14/146476/ar2011/marlboro-flavor.html|title=2011 Annual Report}}</ref><ref>{{cite web|url=http://www.pmi.com/eng/about_us/company_overview/pages/our_brands.aspx|title=PMI.com Our Brands}}</ref>

In the UK, the company sells Marlboro Red, Gold, Touch and Silver King Size. In May 2020, all brands of menthol cigarettes, including Marlboro Menthol and Marlboro Ice Blast Capsule cigarettes were banned in the European Union.{{cn|date=October 2024}}

[[File:Marlboro Red Cigarette PH.jpg|thumb|250px|Marlboro cigarette packaging in the Philippines]]

In the [[Philippines]], Marlboro has 5 cigarette variants, Marlboro Classic (also known as ''Marlboro Red''), Marlboro Gold (first known and well-known as ''Marlboro Lights''), Marlboro Black Menthol (simply ''Marlboro Black''), Marlboro Purple Fusion (or Purple Mix) and Marlboro Ice Blast Mega (known as ''Marlboro Blue'', a companion brand of ''Fortune Mint Splash'' in the Philippines).{{cn|date=October 2024}}

==Marlboro in Canada==
Philip Morris sold the Canadian rights to the "Marlboro" name to [[Imperial Tobacco Canada]] in 1932. After the brand's successful American relaunch in the 1950s, Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights. Imperial Tobacco continued to sell a line of cigarettes under the Marlboro name in Canada, albeit with different packaging from that of the Philip Morris product. Philip Morris retains the rights to the "rooftop" [[trade dress]] and other elements of Marlboro's branding which were developed after the 1932 sale and has used that trade dress in Canada in combination with the names "Matador" or occasionally "Maverick" for a line of Virginia blend cigarettes.<ref name="marlboro-fca">{{cite web|url=http://decisions.fca-caf.gc.ca/en/2012/2012fca201/2012fca201.html|title=Marlboro Canada Limited v. Philip Morris Products S.A. (2012 FCA 201)|first=Johanne|last=Gauthier|publisher=[[Federal Court of Appeal (Canada)]]|date=2012-06-29|access-date=2012-09-15}}</ref><ref name="marlboro-tgam"></ref>

In 2006, Philip Morris International's Canadian affiliate [[Rothmans, Benson & Hedges]] introduced a new product with the "rooftop" trade dress, and marked as being the "World Famous Imported Blend", but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely ''suggesting'' the Marlboro brand, thereby infringing on Imperial's Canadian trademark rights. Canada's [[Federal Court of Appeal]] ruled in favor of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for "Marlboro".<ref name="marlboro-fca" /> Though PMI attempted to appeal the decision, shortly after the ruling it began using the brand name "Rooftop" on packaging for the previously unbranded cigarettes.<ref name="marlboro-tgam" /> The [[Supreme Court of Canada]] declined to hear PMI's appeal the following year.<ref>{{cite web|url=https://www.canlii.org/en/ca/scc-l/doc/2013/2013canlii14293/2013canlii14293.html|title=Philip Morris Products S.A., et al. v. Marlboro Canada Limited, et al., 2013 CanLII 14293 (SCC)|date=2013-03-21|access-date=2024-03-26}}</ref>

== Morley ==
'''Morley''' is a [[fictional brand]] of cigarettes whose packaging resembles Marlboro's original packaging. The fictional brand has appeared in various television shows, films, and video games that otherwise have no apparent connection to each other.  The name "Morley" is a play on "Marleys", a nickname for Marlboro cigarettes.<ref>{{cite book |author=Wolf, Mark J.P. |url=http://www.routledge.com/books/details/9780415631204/ |title=Building Imaginary Worlds: The Theory and History of Subcreation |publisher=Routledge |year=2014 |isbn=978-0415631204 |page=218}}</ref> Morleys appear at least as far back as 1960, in [[Alfred Hitchcock]]'s film ''[[Psycho (1960 film)|Psycho]]''. There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked "Lights".<ref>Morley Lights can be seen in ''[[The Walking Dead (TV series)|The Walking Dead]]'', "Consumed" (5x06) (Daryl finds a carton of Morley Lights), and in ''[[The Strain (TV series)|The Strain]]'', "The Third Rail" (1x11) (Mariela Martinez throws down an empty pack of Morley Lights).</ref>

Morleys were iconically smoked by the [[Cigarette Smoking Man]], a major character of the 90s sci-fi TV series [[The X-Files]].<ref>{{|url=https://www.thepropgallery.com/x-files-morley-cigarettes}}</ref>  The Morley Cigarettes packet is noted as one of the most recognisable props used throughout the series.<ref>{{|url=https://www.moviemaniaonline.co.uk/products/the-x-files-smoking-man-s-william-b-davis-morley-cigarette-packet?srsltid=AfmBOoqQtIbTOOlT1MHmbzFG5jI9GhodIVD_mY0eL7DAN2Mr49_F1wdk}}</ref>

The Morley packaging is sold to production companies by the [[Earl Hays Press]], a century-old Hollywood [[Theatrical property|prop]] packaging service.<ref>{{Cite news |date=2017-02-23 |title=Hollywood's counterfeit factory |language=en-GB |work=BBC News |url=https://www.bbc.com/news/world-us-canada-39045705 |access-date=2018-08-08}}</ref>

Using non-brand name products like Morley cigarettes dates back to early American television. Cigarette companies often sponsored entire TV shows and advertised through product placement, but if no cigarette companies agreed to pay, producers instead used a non-brand product.<ref name="radiotimes">{{cite book |url=https://www.radiotimes.com/tv/drama/morley-the-cigarette-brand-that-doesnt-exist-even-though-its-in-every-tv-show/ |title=Morley: The cigarette brand that doesn't exist… even though it's in every TV show |date=January 18, 2017 |publisher=Radio Times |access-date=September 29, 2021}}</ref> This concept was later expanded to TV shows, films, video games and other media.{{cn|date=October 2024}}

==See also==
* [[Marlboro Friday]], sales campaign
* [[Health effects of tobacco]]

== References ==
{{Reflist|30em}}

==Further reading==

{{Further|History of nicotine marketing#Further reading}}
* Hafez, Navid, and Pamela M. Ling. "How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control." ''Tobacco control'' 14.4 (2005): 262-271. [https://scholar.google.com/scholar?output=instlink&q=info:pNolFGEdXYQJ:scholar.google.com/&hl=en&as_sdt=0,27&scillfp=13920157902037638117&oi=lle online]
* Starr, Michael E. "The Marlboro man: Cigarette smoking and masculinity in America." ''Journal of Popular Culture'' 17.4 (1984)): 45-57.

* Stevenson, Terrell, and Robert N. Proctor. "The secret and soul of Marlboro: Phillip Morris and the origins, spread, and denial of nicotine freebasing." ''American journal of public health'' 98.7 (2008): 1184-1194. [https://scholar.google.com/scholar?output=instlink&q=info:r6FgZg-ZT4sJ:scholar.google.com/&hl=en&as_sdt=0,27&scillfp=2199624314257665605&oi=lle online]

==External links==
{{Commons category}}
* {{Official website}}

{{Altria}}
{{Philip Morris International}}
{{Authority control}}

[[Category:Cigarette brands]]
[[Category:Philip Morris brands]]
[[Category:Products introduced in 1924]]
[[Category:American brands]]