Marketing is everything!
I love people with a creative mind. People who seek out the challenge where others give up, and find the creative solution.
No doubt that was the thinking behind Jan Lammers' approach when he lost the main sponsor of his Racing for Holland team and still very much wanted to take part in races such as Le Mans 2002.
He came up with something we would now call crowdfunding.
So instead of searching for one big new sponsor and hoping you find one, simply lower the threshold and give lots and lots of small sponsors a chance.
Inspired by the chequered flag, the black-and-white finishing flag, a concept was developed so that sponsors with a small budget could buy in.
How brilliant was that. And what a lot of publicity it generated!
Throughout his career, clever marketing played a major role anyway.
Jan was discovered by Rob Slotemaker. The story of the little lad who hosed the track wet at the skid school and, as a reward, was allowed to do some skidding himself. No driving licence, yet teaching 'grown-ups' how to handle a skid. Rob Slotemaker realised Jan had talent. He put him in an orange Simca 1000 Rally, and that made him Dutch champion at the age of 16! What a stunt that was — and certainly as publicity for the skid school. Fortunately we have YouTube nowadays, and you can still find plenty of authentic footage there from 1972/73.
Then of course his career in Formula 1, with that magnificent Samson lion on his car, that unforgettable livery. The highlight has to be 1980: qualifying in 4th place on the grid at Long Beach, in an ATS — not exactly a front-runner!
Jan then also turned out to excel in touring cars and endurance racing. In 1988 a victory in that gorgeous Silk Cut Jaguar XJ at the 24 Hours of Le Mans. In 1994, Jan raced in the British Touring Car Championship (BTCC) in a Volvo 850 Estate for Tom Walkinshaw Racing. Never before had anyone seen an estate car in this kind of racing class. A huge publicity stunt.
In 2002 and 2003 he was twice champion in the FIA Sportscar class, together with Val Hillebrand.
Jan used the sticker concept on the Dome-Judd from 2001 to 2005. In 2006, especially for Le Mans, the sticker pattern was changed, in consultation with Johan Cruijff, into the pattern of a black-and-white football.
This DOME JUDD S101 in its Le Mans 2002 version is a beautiful replica of the original car.
And something rather special too: an all-Dutch line-up. Jan Lammers, Tom Coronel and Val Hillebrand. Racing for Holland.
July 2026
