This paper examines differences in attitudes towards sports sponsorships between smokers and non-smokers, and between beer drinkers and nondrinkers, in the United States, Canada, and Australia. The key findings are that beer drinkers have significantly more positive attitudes toward beer sponsorships than do those who do not drink beer, whereas smokers have significantly more positive attitudes toward tobacco sponsorships than do nonsmokers. In general, attitudes toward beer sponsorships are significantly more positive than attitudes toward tobacco sponsorships. This difference in attitudes can be explained by the greater social acceptability of drinking as compared to smoking.
Get full access to this article
View all access options for this article.
References
1.
BloomP.M., HoganJ.E., & BlazingJ. (1997). Sports promotion and teen smoking and drinking: An exploratory study. American Journal of Health Behavior, 21(2), 100–109.
2.
BlumA. (1991). The Marlboro Grand Prix: Circumvention of the television ban on tobacco advertising. New England Journal of Medicine, 324(13), 913–917.
CimonsM. (1990, February 24). Tobacco firms’ sports ties assailed. Los Angeles Times, p. A23.
5.
CornwellB.T. (1997). The use of sponsorship-linked marketing by tobacco firms: International public policy issues. Journal of Consumer Affairs, 31(2), 238–254.
6.
CortiB., HolmanC.D.J., DonovanR.J., FrizzellS.K., & CarrollA.M. (1995). Using sponsorship to create healthy environments for sport, racing and arts venues in Western Australia. Health Promotion International, 10(3), 185–197.
7.
CrimminsJ., & HornM. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36, 11–21.
8.
CromptonJ.L. (1993). Sponsorship of sport by tobacco and alcohol companies: A review of the issues. Journal of Sport and Social Issues, 17(3), 148–167.
9.
DalakasV., KroppF., ShohamA., & Flo-renthalB. (1997). Special sports identities: A cross-cultural comparison of the commercial implications of team identification. In SmithS.M. (Ed.), Sixth symposium on cross-cultural consumer and business studies (pp. 275–279). Provo, UT: Brigham Young University.
10.
DeParleJ. (1989, September). Warning: Sports stars may be hazardous to your health. The Washington Monthly, 21(8), 34–48.
11.
Federal Trade Commission. (1996). Federal Trade Commission report to congress for 1996, pursuant to the Federal Cigarette Labeling and Advertising Act. Washington, DC.http://www.ftc.gov/os/1998/9803/96cigrpt.htm
12.
FosterM., RaphaelD., NorthrupD., D'AvernasJ., & RootmanI. (1996, May). Marketing vice products. Paper presented at the Administrative Sciences Association of Canada 1996 conference, Montreal, Canada.
13.
FurlongR. (1994). Tobacco advertising legislation and the sponsorship of sport. Australian Business Law Review, 22, 159–189.
14.
GloedeB. (1990, August 6). Endangered sponsorship: Smoke could mean fire of controversy is brewing. Sporting News, 44.
15.
HastingsG.B., AitkenP.P., & MacKintoshA.-M. (1994). Children, smoking and advertising: The evidence is there for those who wish to see it (a reply). International Journal of Advertising, 13(2), 195–201.
16.
HeiderF. (1958). The psychology of interpersonal relations. New York: Wiley.
17.
HoekJ., GendallP., & StockdaleM. (1993). Some effects of tobacco sponsorship advertisements on young males. International Journal of Advertising, 12(1), 25–35.
18.
HowardD.R., & CromptonJ.L. (1995). Financing sport. Morgantown, WV: Fitness Information Technology, Inc.
19.
JohnsonR.S. (1998, June 22). The Jordan effect. Fortune, 137(12), 124–138.
20.
L'HuillerM., & HironsM. (1997, Sept. 12). The golden rules of sport sponsorship. AdNews, 36, 35.
21.
LedwithF. (1984). Does tobacco sports sponsorship on television act as advertising to children?Health Education Journal, 43(4), 85–88.
22.
LittmanM. (1997, March 3). Sponsors take the court with the new women's NBA. Marketing News, pp. 1, 6.
23.
LockeD.A. (1994). Counterspeech as an alternative to prohibition: Proposed federal regulation of tobacco promotion in American motorsport. Indiana Law Journal, 70(1), 217–253.
24.
MaddenP.A. & GrubeJ.W. (1994). The frequency and nature of alcohol and tobacco advertising in televised sports, 1990 through 1992. American Journal of Public Health, 84(2), 297–299.
25.
MakkaiT., & McAllisterI. (1996). Patterns of drug use in Australia, 1985–95. Sydney: Commonwealth Department of Health and Family Services, Australian Government Publishing Service, Publication Number 2205.
26.
McAllisterI. (1995). Public attitudes to the regulation of alcohol. Drug and Alcohol Review, 14(2), 179–186.
27.
McGuireW.J. (1972). The current status of cognitive consistency theories. In CohenJ.B. (Ed.), Behavioral science foundations of consumer behavior (pp. 253–274). New York: Free Press.
28.
MeekA. (1997). An estimate of the size and supported economic activity of the sports industry in the United States. Sport Marketing Quarterly, 6(4), 15–22.
29.
Nielsen Government Services. (1995). Report on media advertising expenditures in support of brands or events sponsored in whole or in part by tobacco manufacturers. Washington, DC: Nielsen Government Services.
30.
PracejusJ.W. (1998). Seven psychological mechanisms through which sponsorship impacts consumers. Paper presented at the Advertising and Consumer Psychology Conference on Sports Marketing, Portland, OR.
31.
PritchardC. (1992, May 18). Tobacco sponsorship must end next year. Marketing, 97(20),18.
32.
SparksR. (1997a). Bill C-71 and tobacco sponsorship of sports. Policy Options, 18(3), 22–25.
33.
SparksR. (1997b). Sport sponsorship, public health and the tobacco industry's response to international tobacco control legislation. [Working Paper].Vancouver, BC: University of British Columbia.
34.
SparksR. (1997c). Tobacco-control legislation, public health and sport sponsorship. Asia-Australia Marketing Journal, 5(1), 59–70.
StonerR.H. (1992, Summer). 200 MPH cigarette ads: A comparison of international restrictions on tobacco sports sponsorship. Hastings International and Comprehensive Law Review, 15, 639–670.
37.
WichmannS.A., & MartinD.R. (1991). Sports and tobacco: The smoke has yet to clear. The Physician and Sportsmedicine, 19(11), 125–131.
38.
YachD., & SaloojeeY. (1994). Prevent sports sponsorship by the tobacco industry. South African Medical Journal, 84(12), 823–826.
