OUR STORY
MARTINI RACING
One of MARTINI’s distinguishing characteristics is its forward-thinking spirit, particularly in the field of marketing. The company was among the first to embrace sports sponsorship, and with Martini Racing and its unmistakable logo, the brand took part in some of the most prestigious motor racing competitions, captivating millions of fans around the world.
MARTINI AND SPORTS
The company’s first venture into sports sponsorship goes back to the beginning of the 20th century with the organisation of a ‘Grand Martini & Rossi Cycling Trophy’ (1925).
In those years, cycling gripped the attention of Italians, and in 1934 and in 1936, the company launched promotional campaigns that followed the ‘Giro d’Italia’. In the following years MARTINI sponsored all the most important cycling races in Europe.
THE MARTINI INTERNATIONAL CLUB
An interest in sport can be traced back to the generation of the four Rossi di Montelera cousins, the former Martini & Rossi owners, all of whom were passionate sportsmen. Thanks to them, the Martini International Club ‘was founded in 1958, promoting high-level sporting disciplines for many years’, from motor sport to offshore racing, winter sports to horse riding, fencing, golf, tennis and skiing.
Martini & Rossi also paid attention to women’s sports, for example sponsoring the first women’s football world cup in 1970.
MARTINI RACING TEAM IS BORN
In 1968, Martini & Rossi made a major leap with the birth of the Martini Racing Team, with a focus on Endurance and Formula 1.
This was a turning point, as MARTINI became more than just a sponsor — it actively partnered with a number of teams, influencing strategy and operations. The MARTINI Racing Team emerged from the International Club, introducing a more modern, hands-on approach to sponsorship.
ENDURANCE
The team’s debut in Endurance Races started in 1968 with Porsche. MARTINI Racing won its first Le Mans race in 1971; after years of success, the team won the World Championship for makers in 1976 and 1977. From 1980 to 1986 MARTINI partnered with Lancia in the Endurance series, winning the 1981 World Championship for makers.
FORMULA 1
MARTINI Racing’s journey in F1 began in 1972, teaming up with the spirited Italian Tecno racing team. This initial partnership marked the start of their ambitious pursuit in motorsport. From 1975 to 1978, MARTINI Racing had set its sights higher, initiating a partnership with Brabham, a team striving to secure its place in Formula 1; the team won two GPs in 1975, Germany and Brazil. In 1979, MARTINI joined forces with Lotus, one of the most winning and technologically advanced teams of that time.
The MARTINI brand returned triumphantly to Formula 1 as a sponsor for Ferrari between 2006 and 2008, rekindling its passion and love for racing. Then, from 2014 to 2018, MARTINI Racing established a partnership with the Williams team, a vibrant and celebrated chapter in their Formula 1 history.