Effects of F1 Grand Prix Sponsorship by Cigarette Brands on Adolescents' Cognitive and Behavioural Responses

The strategic importance of sponsorship of sports events by the tobacco industry has been increasing since tobacco firms have been constrained in their advertising activities. The present study will provide further insight to this critical promotion tool for cigarette brands. Specifically, it will focus on the effects of tobacco companies' sponsorship at the Montreal F1 Grand Prix on adolescents' cognitive and behavioral responses, i.e. identification with cigarette brands and brands' personality, and consumption of cigarettes. A questionnaire was administered to a sample of adolescents before and after the Grand Prix. Both sponsoring and non-sponsoring brands benefited from the Grand Prix, since the perceived brand personality and the identification with the brands were enhanced by the event. These findings tend to confirm that such sporting events are efficient ways to increase cigarette consumption and brand identification, especially for older male adolescents who are interested in car races.