An exploratory study of influences on public opinion towards alcohol and tobacco sponsorship of sporting events

Abstract

The marketing of alcohol and tobacco products and their related public policy implications have become controversial issues worldwide, due mainly to health‐related issues. Uses a telephone survey methodology to compare attitudes toward Olympic sponsorship by a leading US brewer with general attitudes toward the use of sports sponsorship to promote tobacco products. Results suggest that respondents have significantly different attitudes towards the two product categories and their use of sponsorship, accepting more readily the use of the Olympics to promote beer. Respondents’ self‐interest is also found to significantly affect the level of acceptance for the use of sport to promote alcohol or tobacco products, although in slightly different ways. The findings are discussed in relation to previous research, along with their managerial implications.

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