Pablo de Villota, Director of Sports & Entertainment at Proa Comunicación, has contributed in an ABC article about Marlboro’s sponsorship of the Italian team Ferrari in Formula 1. Pablo, who managed Santander’s sponsorship of Ferrari during the Alonso era, maintains that “the sponsorship strategy was brilliant because the memory of the brand has remained unchanged, and the public continues to associate Ferrari’s red color with Marlboro.”
Read full article: Ferrari’s invisible sponsor
