Global dark market brands: The curious case of Mission Winnow in motorsport

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract / Description of output

As regulation has pushed Phillip Morris International’s (PMI) Marlboro brand of cigarettes out of public sponsorship in Formula 1, PMI has had to become creative to maintain a partnership with the Scuderia Ferrari team. Initial attempts at alibi marketing via a barcode design were also outlawed, so PMI created a global dark market brand in Mission Winnow. The entire existence of Mission Winnow appears to be in a digital space, and its only role is seemingly to serve as a legally acceptable brand that may publicly associate with Ferrari. This technique is also called anti-surveillance camouflage. PMI must see their partnership with Ferrari as worthwhile if they continue to renew in increasingly illusory manners due to regulation. In time, regulatory changes will likely push PMI to again change its strategy to remain publicly associated with Ferrari.
Original languageEnglish
Title of host publicationDigital Marketing in Sports
Subtitle of host publicationGlobal Perspectives
EditorsJames J. Zhang, Brandon Mastromartino
Place of PublicationLondon
Number of pages12
ISBN (Electronic)9781003430353
ISBN (Print)9781032553719
Publication statusPublished - 10 Nov 2023

Publication series

NameWorld Association for Sport Management Series


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