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.
GALLERY: F1 drivers' wives and girlfriends
Keep up to date with all the F1 news via Facebook and Twitter
Pedro Rodriguez was as brave as they come, and the small Mexican driver proved it…
Mercedes boss Toto Wolff believes that Kimi Antonelli’s sensational rise to prominence in F1 is…
It’s the most iconic and challenging track in Grand Prix racing, with as many pitfalls…
A bewildered Oliver Bearman has admitted that his crash in Saturday’s final practice session in…
Less than 24 hours after Monaco’s unforgiving barriers left him battered and short on confidence,…
Saturday's qualifying at the Monaco GP will go down as one of the most tense…