In the week McLaren announced Gulf Oil as a new sponsor the team also came in for criticism for its deal with British American Tobacco and their “a better tomorrow” campaign. Well, with the deal being worth an estimated $40m it is not surprising McLaren has decided to pocket the money. McLaren has a unique approach to sponsorship; their strategy is to sign multiple sponsors and have no title sponsor. Having a title sponsor may work for the big beasts of Mercedes and Ferrari but recently it has not served the smaller teams well. Williams parted company with ROKiT back in May leaving existing sponsor Michael Latifi to make up the shortfall by increasing his company’s sponsorship no...
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