The State of Tobacco Sponsorship in Sport

Since 1971, when tobacco products were excluded from U. S. television advertising and limited to advertising in print, the tobacco industry has been increasingly involved in sport sponsorship. In 1997, a landmark settlement was reached with attorneys general of 40 states that provides for unprecedented restrictions on cigarettes and on tobacco makers’ liability in lawsuits. The tobacco industry was to spend $368.5 billion over 25 years, mainly on an-tismoking campaigns; use bold health warnings on packs; curb advertising; and face fines if youth smoking drops insufficiently. All outdoor ads for tobacco including signs and billboards in sports stadiums and arenas would have been banned. Though the agreement was ultimately rejected by the Senate in 1998, four states have reached individual settlements with the tobacco industry. This article provides a current assessment of tobacco sponsorship in sport and future directions for this promotional strategy in light of recent legal decisions.