What’s your favorite lesser-known race car sponsor?

Colin
By Colin Wood
Dec 12, 2021 | Livery, sponsor

Photograph Courtesy Daimler

What do Martini & Rossi, Gulf Oil and Red Bull all have in common? They are among the most recognizable brands with motorsports involvement. 

But what are some other brands that have sponsored race cars–and perhaps pulled off some really eye-catching liveries–but don’t seem to be as well recognized or remembered?

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New York Nick
New York Nick GRM+ Memberand HalfDork
12/7/21 3:03 p.m.

Then and Now: Famous past schemes and their 2017 Darlington tributes |  Official Site Of NASCAR
 

I remembered seeing this car at Pocono in the 80's and I always thought the Mane 'N Tail Sponsorship was cool. 

David S. Wallens
David S. Wallens Editorial Director
12/7/21 3:10 p.m.

I always liked the Garrard record player signage on the Brumos 911 circa 1973.

 

Mr_Asa
Mr_Asa PowerDork
12/7/21 3:13 p.m.

Penistone Oils.

For real, the Marlboro liveries were always instantly recognizable to me.

jerel77494
jerel77494 New Reader
12/7/21 3:41 p.m.

Boudreau's Butt Paste!

BMWGeoff
BMWGeoff GRM+ Memberand Reader
12/7/21 3:42 p.m.

In reply to Mr_Asa :

I prefer Larsen Biscuits :D

JG Pasterjak
JG Pasterjak Production/Art Director
12/7/21 3:43 p.m.

Naked lady

Duke
Duke MegaDork
12/7/21 4:06 p.m.

Can't believe the dogecoin car is relevant again! : r/NASCAR

Tom1200
Tom1200 UltraDork
12/7/21 4:16 p.m.

I think this is lesser known these days. Always a favorite.

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:19 p.m.

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:20 p.m.

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:20 p.m.
jerel77494 said:

Boudreau's Butt Paste!

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:22 p.m.

Yes, that's ABBA the band. And yes, that's on an F1 car.

MadScientistMatt
MadScientistMatt UltimaDork
12/7/21 4:22 p.m.

For comedy value, my favorite is how Kyle Busch, who has a reputation for things like punting other drivers into the wall under a caution flag, ended up sponsored by... M&M's.

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:24 p.m.

Javelin (Forum Supporter)
Javelin (Forum Supporter) GRM+ Memberand MegaDork
12/7/21 4:24 p.m.

superfund
superfund New Reader
12/7/21 4:56 p.m.

I like the pants car

JStrobel80
JStrobel80 New Reader
12/7/21 5:07 p.m.

AnthonyGS (Forum Supporter)
AnthonyGS (Forum Supporter) SuperDork
12/7/21 6:18 p.m.

AnthonyGS (Forum Supporter)
AnthonyGS (Forum Supporter) SuperDork
12/7/21 6:21 p.m.

dxman92
dxman92 Dork
12/7/21 6:33 p.m.

555 Cigarettes Subaru Impreza WRC Car.

M2Pilot
M2Pilot Dork
12/7/21 7:25 p.m.

Kreepy Krawly pool vacuums on BMW M1s.  Sorry no pic.

racerfink
racerfink UltraDork
12/7/21 9:22 p.m.

mhisstc
mhisstc New Reader
12/7/21 11:07 p.m.

In reply to MadScientistMatt :

I guess I don't understand the joke.

j_tso
j_tso GRM+ Memberand HalfDork
12/8/21 12:17 a.m.

To infinity and beyond!

SKJSS (formerly Klayfish)
SKJSS (formerly Klayfish) PowerDork
12/8/21 5:59 a.m.

To date, they haven't been the title sponsor on a car, just an associate sponsor.  Hopefully that'll change soon....

Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 7:32 a.m.
Javelin (Forum Supporter) said:

Yes, that's ABBA the band. And yes, that's on an F1 car.

And the driver, Slim Borgud, was also a session drummer for ABBA. 

STM317
STM317 UberDork
12/8/21 10:24 a.m.

The 50 Greatest Race Car Liveries | Racing car design, Porsche, Car

Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 10:32 a.m.

I'm not sure if this is lesser known or not, but in the late 80's Layton House made a big splash sponsoring F1, F3000, WEC Group C and domestic (JDM) racing.  They were a Japanese real estate company.  The colour scheme was awesome on all cars.

 

 

Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 10:33 a.m.

And for the adolescent boy in us all.

JS154
JS154 New Reader
12/8/21 10:33 a.m.
Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 10:33 a.m.

drock25too
drock25too Reader
12/8/21 10:46 a.m.

In reply to MadScientistMatt :

I like how his firesuit is pink when the car has Skittles on it. 

drock25too
drock25too Reader
12/8/21 10:48 a.m.

Jimmy Means Alka Seltzer Pontiac. 

Toyman!
Toyman! GRM+ Memberand MegaDork
12/8/21 10:56 a.m.

Probably not unknown decades ago but not seen in a long time. This looks good on damn near anything. 

What Makes The John Player Special Livery So Alluring? • Petrolicious

What Makes The John Player Special Livery So Alluring? • Petrolicious

What Makes The John Player Special Livery So Alluring? • Petrolicious

ggarrard
ggarrard GRM+ Memberand Reader
12/8/21 11:00 a.m.

In reply to David S. Wallens :

Tribute car running in the VARAC Classics group 

Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 11:09 a.m.

Not a lesser known sponsor, but probably a forgotten scheme(s).  When Benetton got into F1 they started sponsoring Tyrell, then Tolman.  They then bought Tolman and renamed it Benetton, which became Renault, which became Lotus, then back to Renault and now finally Alpine.  The early cars looked awesome.

This was the 85 Tolman.  The one world hippie in me loves the sentiment of all the NAtions.  

Then in 86 they became Benetton and had the awesome color flashes.

 

MadScientistMatt
MadScientistMatt UltimaDork
12/8/21 11:35 a.m.

And there's the Bitten & Hisses F1 car. "This is totally not a Benson & Hedges race car. Why, tobacco advertising on race cars isn't legal here. What would make you think that is what we're up to?"

John Welsh
John Welsh Mod Squad
12/8/21 11:43 a.m.

As I remember it from many years ago...

I worked for Boost Mobile in middle management from 2005 to 2012  Motorola had a long Indy Car contract to sponsor a car driven by Danica Patrick.  

Come about 2011, Nextel which owned Boost Mobile in the US was bought by Sprint.  At that time, every handset that Boost sold was a Motorola product as we continued to use the legacy Nextel network.  As such, if you bought a Boost Mobile handset...you bought a Motorola.  It was Motorola that then brought Boost Mobile the idea that they would like to repackage their car as a Boost Mobile car.  So, Danica drove a Boost Mobile livery for the remainder of that contract.  

Later, that similar branding was done on Nascar with Samsung paying for the Boost Mobile name to be there now that we were featuring handsets other than Motorola.  The driver was Travis.  

 

 

Boost Mobile is actual a long standing company in Australia that was brought to the US as a joint venture with Nextel.  In Australia, Boost Mobile has had a much longer link to motorsport

 

 

GCrites80s
GCrites80s HalfDork
12/8/21 12:09 p.m.
JG Pasterjak said:

Naked lady

First thing I thought of was all those porn cars in the article you all did years back about the Nurburgring 24hrs. I remember one was called 6Relax. Also the part about drunk dads being pushed around in wheelbarrows since it coincided with German Father's Day.

pinchvalve (Forum Supporter)
pinchvalve (Forum Supporter) GRM+ Memberand MegaDork
12/8/21 12:19 p.m.

When I think of turbocharged Ford hot hatches racing door to door, I think of one thing:

Shredded wheat.

pinchvalve (Forum Supporter)
pinchvalve (Forum Supporter) GRM+ Memberand MegaDork
12/8/21 12:20 p.m.

When I think of turbocharged Ford hot hatches racing door to door, I think of one thing:

Shredded Wheat.

pinchvalve (Forum Supporter)
pinchvalve (Forum Supporter) GRM+ Memberand MegaDork
12/8/21 12:20 p.m.

When I think of turbocharged Ford hot hatches racing door to door, I think of one thing:

Shredded Wheat.

pinchvalve (Forum Supporter)
pinchvalve (Forum Supporter) GRM+ Memberand MegaDork
12/8/21 12:21 p.m.

When I think of turbocharged Ford hot hatches racing door to door, I think of one thing:

Shredded Wheat.

Adrian_Thompson (Forum Supporter)
Adrian_Thompson (Forum Supporter) MegaDork
12/8/21 12:29 p.m.

In reply to GCrites80s :

I probably have a film picture somewhere back in a box in the UK, but in the 80's there was a one make Ford Fiesta XR2 championship in the UK that I happened to catch on occasions as a support to some of the feeder single series ladder.  There was one car sponsored by a Lingerie shop (probably owned by the driver or a family member) that had a lingerie clad woman painted on the door/fender that lined up with the drivers head/helmet that worked really well.  

drsmooth
drsmooth HalfDork
12/8/21 1:19 p.m.
Javelin (Forum Supporter) said:

The Pro Wrestling equivelent of that livery.

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