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Tobacco branding has long been a part of auto racing in the USA and abroad.1–3 Various cigarette and smokeless tobacco brands like Winston and Skoal have featured race drivers in their advertisements and were major investors in racing teams between 1971 and 2003, resulting in vehicle liveries (ie, decals covering vehicles) carrying branded imagery.4 However, the Master Settlement Agreement (1998), the Smokeless Tobacco Master Settlement Agreement (1998) and the US Family Smoking Prevention and Tobacco Control Act (TCA) in 2009, which gave the US Food and Drug Administration (FDA) authority to regulate tobacco, banned cigarette and smokeless tobacco brand sponsorships in sports in the USA. The Formula 1 (F1) governing body also proposed plans in 2001 to eliminate international tobacco-related sponsorships by the end of the 2005 season, but the plan for the ban was, instead, watered down and made into a recommendation.5 Despite the USA ban on cigarette and smokeless tobacco sponsorship in sporting events, there is not a similar restriction regarding other products, like electronic cigarettes, which continue to engage in sponsorships (eg, Vuse). Philip Morris International also undertook the rebranding of their Marlboro-sponsored F1 Ferrari in 2018 to Mission Winnow, to highlight the company’s new business priority of harm reduction and non-combustible products.6 Recently, nicotine pouch brand sponsorships have made their way onto racetracks, from F1 to NASCAR.