The Rise and Fall of F1's Most Striking Sponsor

Why is F1’s famous pink car disappearing?

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BWT not only sponsored an F1 team...it made the car pink. That colour became one of Formula 1’s most recognisable sponsor identities of the modern area, the Drive to Survive era. But with Gucci replacing BWT at Alpine from 2027 and Haas already ruling out a pink car, something has changed.

This is the story of how BWT turned pink into a marketing weapon...and why modern F1 teams are increasingly protective of their own colours. Did this Formula One sponsors' success become its own undoing?

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