Jacques Villeneuve says he is confounded by criticism back in his home country linked to the sponsorship of Lance Stroll by the Bombardier business jet company.
The Canadian corporation's deal with the 18-year-old Williams rookie was blasted in the media questioned why a partly state funded company was supported the son of a billionaire.
"A Canadian sponsor supporting a Canadian driver, what's better than that?" 1997 world champion Villeneuve told the Journal de Montreal newspaper.
"We can't criticise this company for using F1. It's an outstanding showcase," he added.
"What's the problem?" said Villeneuve.
"They have to advertise in one way or another, and there is nothing better than F1 for a company specialising in aviation."
Villeneuve added that in any case, given Bombardier's exposure, the deal was not a gigantic one in dollar terms.
"If it (the branding) is only on the helmet it's not expensive, especially for a company like them," he said.