Why it matters:
Iconic F1 sponsor Gulf Oil is at the center of a unique controversy, as its recognizable livery on Swansea City's new football kit led to another club, Ebbsfleet United, having to alter its similar design. This highlights the challenges of distinct branding across sports.
The big picture:
Welsh club Swansea City unveiled their third kit for the upcoming season, prominently featuring Gulf's classic light-blue and orange. This design celebrates Gulf's rich motorsport heritage, including the special McLaren livery at the 2021 Monaco Grand Prix and Williams' fan-favorite liveries in 2023.
The controversy:
Despite positive reception for Swansea's kit, it seems to have forced a last-minute change for Ebbsfleet United. Ebbsfleet had previously released a 2025/26 away kit with a very similar blue-and-orange design, complete with a central orange stripe.
Forced redesign:
- Ebbsfleet announced on June 5 that their kit was "off sale" for "design alterations" by supplier Admiral.
- The relaunched kit on June 27 featured a yellow stripe instead of orange.
- Ebbsfleet cited "the impending release of a similar kit in the global market" as the reason, and stated it was "suggested that the design be altered," though the source of this suggestion is unspecified.
Gulf's F1 presence:
Gulf reunited with McLaren in 2020 as a strategic partner, building on a history from the late 1960s. The oil giant then partnered with Williams for 2023, where fans voted for special Gulf liveries for three races, and this partnership has been extended through the 2025 F1 campaign.
What's next:
The incident demonstrates the complexities of brand design and market presence, especially when a widely recognized motif like Gulf's livery spans multiple sports. It raises questions about design originality and brand influence in competitive markets.