Sponsorship of Sport by Tobacco and Alcohol Companies: a Review of the Issues

The self-interest of sports managers and players concerned with survival of their events, and of the media concerned with protecting advertising revenue, has resulted in little discussion on the appropriateness of tobacco and alcohol companies sponsoring sport. Three central factors in the controversy over permitting tobacco sponsorship of sport are discussed: (1) the obscuring of the connection between tobacco products and disease; (2) the enabling of companies to penetrate the youth market; and (3) the circumvention of the ban on cigarette advertising and promotion in broadcast media. The tobacco industry's case for sponsorship revolves around freedom of speech and the argument that its activities do not lead to increased smoking, only to brand switching. The central issue in alcohol company sponsorship is that it encourages alcohol addiction and abuse.