Martini Racing: The Racing Livery That Became a Legend

Martini Racing: The Racing Livery That Became a Legend

How Martini Became One of the Most Recognizable Brands in Racing History

For decades, the iconic Martini Racing livery has been synonymous with motorsports excellence. The instantly recognizable blue and red stripes on a white or silver background have adorned some of the most legendary race cars in history. From Formula 1 to endurance racing and rally competitions, Martini & Rossi, the renowned Italian vermouth and sparkling wine producer, has left an indelible mark on the world of motorsports. This article explores the history of Martini’s involvement in racing and how it became one of the most celebrated sponsors in the sport.

The Origins of Martini Racing

Martini & Rossi, founded in 1863 in Turin, Italy, was already a global leader in vermouth and sparkling wines by the mid-20th century. However, it was in the late 1960s that the brand ventured into motorsports, seeking to enhance its international appeal through high-speed competition.

The company launched its motorsports sponsorship program in 1968 under the name Martini Racing. Initially, Martini’s involvement was relatively modest, focusing on endurance racing, where it partnered with teams competing in the World Sportscar Championship. The distinctive Martini livery made its debut on the Porsche 910, marking the beginning of a longstanding association with Porsche.

Martini’s Golden Era in Endurance Racing

Martini Racing became a powerhouse in endurance racing throughout the 1970s, with its partnership with Porsche leading to a series of historic victories. The collaboration was most notably successful in the 24 Hours of Le Mans, where the Martini livery became an emblem of speed and triumph.

Key achievements of the Martini-Porsche partnership include:

  • Porsche 917K (1971) – A defining moment for Martini Racing, the Porsche 917K secured a dominant victory at Le Mans, cementing the brand's presence in motorsports.
  • Porsche 936 (1976, 1977) – Martini Racing claimed further victories at Le Mans with the Porsche 936 prototype, reinforcing its reputation as a premier endurance racing sponsor.
  • Porsche 935 (1976-1979) – Martini-backed Porsche 935s became legendary in Group 5 racing, securing wins at Le Mans and numerous other endurance events.

These victories highlighted Martini Racing’s influence in motorsports, turning its blue-and-red-striped livery into one of the most recognizable and celebrated designs in racing history. The brand’s association with Porsche throughout the decade established a legacy of excellence that remains unmatched in endurance racing.

Formula 1: Martini’s Foray into Grand Prix Racing

Martini Racing expanded into Formula 1 in the mid-1970s, forging partnerships with some of the most renowned teams in the sport’s history. The brand’s striking livery first appeared on the Brabham BT44B during the 1975 season, driven by Carlos Reutemann. The car achieved multiple podium finishes, cementing Martini’s presence in Formula 1.

Throughout the years, Martini Racing partnered with several teams, making a lasting impact on the sport:

  • Brabham (1975-1977) – Martini Racing’s first major F1 partnership featured drivers like Carlos Reutemann and Carlos Pace, bringing notable success and visibility.
  • Lotus (1979-1980) – Martini briefly sponsored Lotus, with its distinctive livery adorning the iconic Lotus 79.
  • Williams (2014-2018) – In a celebrated return to Formula 1, Martini became the title sponsor of Williams Martini Racing. The Martini-liveried Williams FW36 was an instant fan favorite, blending retro and modern aesthetics. This partnership saw drivers like Felipe Massa, Valtteri Bottas, and Lance Stroll behind the wheel.

While Martini Racing never secured a Formula 1 championship, its influence on the sport’s visual and commercial appeal was undeniable. The brand’s iconic red and blue stripes became synonymous with sophistication and performance, maintaining its strong association with elite motorsports.

After stepping away from F1 in 2018, Martini Racing left behind a legacy of stylish sponsorships and memorable partnerships that continue to resonate with motorsport enthusiasts worldwide.

Rallying Success with Lancia

One of the most legendary chapters in Martini Racing’s history was its World Rally Championship (WRC) partnership with Lancia. From the early 1980s to the early 1990s, Martini-sponsored Lancia cars dominated the rally scene, producing some of the most iconic machines in motorsports history. The Lancia Delta Integrale, in particular, became an icon, securing multiple WRC titles and further solidifying Martini’s motorsports legacy.

Key highlights of the Lancia-Martini partnership:

  • Lancia 037 (1983) – Martini Racing played a crucial role in Lancia’s 1983 WRC Manufacturers' Championship victory, marking the last time a rear-wheel-drive car won the title.
  • Lancia Delta S4 (1985-1986) – Competing in the powerful and dangerous Group B era, the Martini-liveried Delta S4 became one of the fastest and most technically advanced rally cars ever built.
  • Lancia Delta HF Integrale (1987-1992) – Arguably the most dominant rally car of its time, the Delta HF Integrale secured six consecutive WRC Manufacturers’ Championships (1987-1992), making it one of the most successful rally cars in history.

The Lancia-Martini collaboration remains one of the most celebrated and successful partnerships in motorsports, extending Martini’s influence far beyond circuit racing. With its blue and red-striped livery, Martini Racing left an everlasting imprint on rally history, blending style, speed, and success in an unforgettable era of competition.

Legacy and Cultural Impact

Even after its official departure from Formula 1 and major racing series, the legacy of Martini Racing continues to influence motorsports culture. The classic Martini Racing livery is still widely celebrated in automotive circles, with collectors and enthusiasts preserving and restoring Martini-liveried cars.

Beyond the track, Martini Racing has become a fashion and lifestyle statement, with apparel and merchandise featuring the famous livery. The brand’s association with racing excellence has ensured that its impact endures well beyond its sponsorship deals.

Conclusion

Martini Racing is more than just a sponsor—it’s a symbol of elegance, speed, and heritage in motorsports. From dominating endurance racing with Porsche to conquering the rally world with Lancia and making waves in Formula 1, Martini’s presence in racing history is unforgettable. Though it may not currently be a major force in motorsports, the Martini Racing legacy remains one of the most iconic and celebrated in the sport’s history.