Celebrating 125 Years of Gulf
29 May 2026
125 years. One relentless drive. From the world’s first fuel stations to the engines of tomorrow, we’ve been there - pushing performance, raising standards and powering the journeys that matter. This is our story. And it’s still being written.
1901 - WHERE IT ALL BEGAN
Gulf’s story began with gasoline sold in containers - helping power the earliest days of mobility. In 1910, Gulf went on to launch the world’s first-ever offshore oil drilling operation, pushing the boundaries of what was possible. Just a few years later, in 1913, one of the world’s first fuel stations opened, helping shape the infrastructure that would keep the world moving and support the rise of global mobility. That founding commitment to quality, reliability and innovation is the same one that drives us today
From iconic milestones to hidden chapters, Gulf’s history is a story of innovation, ambition, and unexpected moments along the way.
1930s - PUSHING THE LIMITS OF SPEED
We deepened our connection to high performance through involvement in land speed record attempts - proving the brand's technical capability and cementing its association with engineering excellence and endurance. Values that remain at our core today.
1969 - CELEBRATING A MOMENT THAT CAPTURED THE WORLD
In 1969, as the world prepared for Apollo 11, Gulf helped bring the excitement of the mission closer to everyday life with our Lunar Module paper models and educational giveaways. It was a small but iconic moment that reflected the optimism, innovation and sense of possibility that defined the era - qualities that have always driven Gulf forward.
1970s - A NEW ERA IN MOTION: THE GULF LIVERY TAKES THE SPOTLIGHT
In the late 1960s and early 1970s, Gulf entered a defining chapter in its story as the now iconic powder blue and orange livery made its debut on the world’s biggest racing stages. Through its partnership with JW Automotive, Gulf’s colours became a symbol of endurance, innovation and ambition-carried by legendary machines that triumphed at Le Mans and captured the imagination of fans worldwide. More than a racing design, this moment cemented a visual identity that still inspires today, marking a turning point where Gulf’s spirit of performance found a powerful new expression in motorsport heritage.
2007 - PRECISION AS A SHARED LANGUAGE
TAG Heuer
In 2007, Gulf partnered with TAG Heuer, bringing together two brands bound by precision, performance and design. It was an early example of Gulf aligning beyond fuel and lubricants - connecting with craftsmanship where accuracy and heritage matter in every detail.
2008 - EXPANDING INTO MARINE
As industries evolved, so did Gulf. Expanding into the marine sector in 2008, Gulf applied its lubricant expertise to commercial and leisure applications worldwide. Today, Gulf Marine delivers purpose built solutions designed specifically to meet the performance, protection and reliability demands of the marine industry.
2011 - PASSION ON A GLOBAL STAGE
Chennai Super Kings
Gulf’s partnership with Chennai Super Kings began in 2011, extending the brand into the heart of global sport. Built on teamwork, loyalty and ambition, it reflects the power of performance played out far beyond the world of motorsport.
2020 - ENTERING THE PINNACLE OF AUTOMOTIVE PERFORMANCE
McLaren Automotive
In 2020, McLaren Automotive joined Gulf’s journey, uniting two names synonymous with engineering obsession and technical excellence. The relationship deepened in 2021 with OEM approval, and in 2022 reached a defining milestone when Gulf Formula Elite proudly became the chosen first fill lubricant for every McLaren Automotive road car- a testament to trust, performance and technical credibility at the highest level.
2021 - RETHINKING MOBILITY FOR THE FUTURE
Everrati & Technologies
As the industry evolved in 2021, Gulf expanded its focus beyond conventional mobility. Everrati began shaping the future of electric performance by converting celebrated automotive icons into high performance EVs, while Indra supported the shift toward smarter, more connected charging infrastructure- together reflecting Gulf’s future focused mindset.
2022 - DESIGN, CRAFT AND CONFIDENCE
AN Y1
With AN Y1 launching in 2022, Gulf entered the world of luxury fashion. Rooted in craftsmanship and contemporary design, the partnership translates Gulf’s values into a new cultural expression-where confidence and identity take center stage.
2023 - PERFORMANCE BEYOND THE EXPECTED
Atlassian Williams F1 Team, Tirex & Reviva Coffee
In 2023, Gulf’s partnerships stretched across vastly different worlds. Alongside Atlassian Williams F1 Team, Gulf continued its motorsport legacy at the highest level, while Tirex supported real world innovation in EV charging infrastructure. The same year saw the launch of Reviva Coffee, bringing Gulf’s standards of quality into everyday ritual.
2024 - A NEW CHAPTER IN MODERN MOTORSPORT
Trackhouse Moto GP Team
Gulf’s partnership with Trackhouse Racing in 2024 reflects a bold, contemporary approach to motorsport. Progressive, culturally relevant and performance driven, it marks another step forward in how Gulf connects with the future of racing.
2025 - A NEW LOOK FOR THE ROAD AHEAD
In 2025, Gulf introduced an evolved retail visual identity for fuel stations, placing customer experience firmly at the centre. Distinctive forecourt features and refreshed brand elements come together to create a clear, premium and engaging journey for every visitor. The new identity reflects Gulf’s ongoing evolution in physical spaces - modern, confident and unmistakably Gulf.
2025 - DESIGNING FOR A MORE EFFICIENT FUTURE
Also rolling out in 2025, Gulf unveiled its redesigned lightweight packaging across markets as part of a phased rollout. The update brings practical improvements to ergonomics, visibility, and usability across Gulf’s small pack formats, helping reinforce the brand’s premium presence while supporting easier product handling and quicker product identification across customer segments.
125 YEARS - AND STILL MOVING FORWARD
The world has changed beyond recognition since 1901. Engines are smarter. Demands are higher. The race to innovate never stops. But our drive? That hasn’t changed one bit. We’re still here - performing, evolving, leading. 125 years of heritage behind us. And ahead lies a new chapter shaped not only by innovation, intelligent technologies, and a shifting energy landscape, but by the people who rely on us every day. Their journeys, challenges, and ambitions continue to guide how we evolve - ensuring that as mobility transforms, we are moving forward with our customers at the centre of every step.
