Jordan Grand Prix - Sponsorship

Sponsorship

From 1996 to 2005, Benson & Hedges was the primary sponsor of Jordan. At races where the ban on cigarette advertising was in force, the name was substituted for "Bitten & Hisses" (in 1997 when Jordan's mascot was the snake Hissing Sid) or the names of the team's drivers, Giancarlo Fisichella and Ralf Schumacher, with additional 'S's, "Buzzing Hornets" (while the mascot was an unnamed hornet from 1998 to 2000), "Bitten Heroes" (during 2001, when the team's mascot was a shark), and from 2002 onwards 'Be On Edge' (BENSON & HEDGES). It was in the sponsor's first year that the team coloured their cars in the gold of their cigarette packet and then switched to yellow after that.

For 2002, title sponsorship went to delivery company DHL, before reverting back to Benson & Hedges.