In 1974, Marlboro sponsorship was moved from BRM to the McLaren F1 team, establishing an association that would continue for 23 years.14 The success of this enterprise was recognised, for example, by Philip Morris in Australia where the Marlboro market share was low but brand awareness was comparatively very high at 32%as a result of Marlboro's sponsorship of the McLaren (F1) Team and Team Roberts (motorcycle racing).30 Marlboro's penetration of the Japanese market increased following the broadcasting of Marlboro sponsored F1 auto races in the late 1980s.31 In 1991, Philip Morris widened its F1 activities by adding Marlboro sponsorship of Ferrari, and sponsored both teams until 1996, when the McLaren sponsorship ended
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