Tobacco Sponsorship: Spectator Perceptions at an LPGA Event

Abstract

The opinions of government, health activists, and sport organizers toward tobacco sponsorship of sporting events have been widely discussed and debated. This paper contributes a new perspective to the debate by providing input from spectators at a major sporting event. Four hundred spectators responded to a paper-and-pencil survey at a Ladies Professional Golf Association (LPGA) event that has a tobacco company as its title sponsor. Questions elicited demographic information in addition to spectator smoking habits, awareness of title sponsor, awareness of current tobacco legislation, opinion concerning tobacco sponsorship, and suggestions for alternative sponsorship. Results indicated that 73% supported tobacco sponsorship; 11% opposed it; and the remaining 16% had no opinion. Those opposed to tobacco sponsorship cited health implications of tobacco use, negative influence on young people, and negative aspects of tobacco promotion in general. Some spectators provided specific examples of alternative sponsors while others indicated that the willingness and financial interest of a potential sponsor were key elements of the sponsorship arrangement.

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