Alcohol and Tobacco Sponsorships in Professional Sports

With the increasing commercialization of sports, sponsorships have become a dominant force. This paper delves into a specific facet of this phenomenon—Alcohol and Tobacco sponsorships—and explores their implications in professional sports.

History of Sports Sponsorship:

Sports sponsorship has a rich history dating back to the late nineteenth century, evolving into a controversial issue in the last two decades. The scrutiny faced by tobacco companies from both the government and society has elevated the discourse surrounding sponsorships.

The roots of sports sponsorship trace back to the late 1800s, coinciding with the establishment of professional sports.

Over time, this practice has evolved and assumed a prominent role in the realm of sports financing and marketing. However, in recent years, the focus has shifted to specific categories of sponsors, particularly those associated with alcohol and tobacco.

Role and Impact of Sports Sponsorship:

Sports sponsorship has emerged as a vital marketing tool, offering advertisers flexibility, broad reach, and substantial brand exposure. This strategy serves not only as a supplement to regular advertising but proves especially valuable when advertising faces restrictions or bans.

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The strategic importance of sports sponsorship lies in its multifaceted approach. Advertisers benefit from sports events in four distinct ways: during pre-event promotion, at the event site, during live broadcasts, and in post-event news reporting. Each of these avenues provides opportunities for sponsors to enhance their brand visibility, creating a continuous and pervasive presence.

Alcohol and Tobacco companies, comprising about half of professional sports sponsorships, strategically leverage these opportunities. The flexibility of sports sponsorship allows these companies to integrate their branding into various stages of the sports event, maximizing exposure and impact.

Alcohol and Tobacco Sponsorships:

The controversial nature of Alcohol and Tobacco sponsorships arises due to their significant presence in professional sports. Despite the scrutiny faced by tobacco companies, sports sponsorship provides them with a unique platform to bypass advertising restrictions.

Alcohol and Tobacco companies strategically align themselves with sports events by sponsoring them or placing advertisements in sports arenas. The rationale behind this is clear—multiple exposures of their brand or corporate name. What distinguishes these advertisements in arenas or stadiums is the absence of health-related warnings or moderation messages, which are mandatory for their products and traditional advertising channels.

This strategic move not only allows for unencumbered brand exposure but also positions the products positively in the minds of consumers. Unlike conventional advertising, sports sponsorship offers a loophole for these companies to present their products without the typical disclaimers, contributing to the normalization of their consumption.

Brand Exposure and Loopholes:

Sponsorships offer extensive brand exposure without the need for health-related disclaimers. Beer companies, in particular, play a dominant role, even owning or sponsoring a substantial number of professional sports teams. For instance, Anheuser-Busch owns the St. Louis Cardinals, Coors is associated with the Colorado Rockies, and Labatt owns the Toronto Blue Jays.

A staggering statistic reveals that, in 1990, Anheuser-Busch sponsored 23 out of 24 domestic Major League Baseball teams, showcasing the overwhelming influence of beer companies in American professional sports.

International events, such as the 1998 World Cup of Soccer in France and recent sponsorships of the Women's National Basketball Association through Bud Light, highlight the global reach and impact of alcohol sponsorships in sports.

Comparison: Alcohol vs. Tobacco Sponsorship:

Alcohol sponsorship enjoys a comparatively better perception than tobacco sponsorship, with sports media playing a pivotal role in presenting these products as associated with healthy activities. This aligns with the public's positive view of sports and contributes to creating a favorable image for alcohol and tobacco products.

While cigarette ads faced a ban on television in 1971, sports sponsorship provided tobacco companies with a legal loophole to circumvent these restrictions. The history of tobacco sponsorship in sports, especially with chewing tobacco brands sponsoring baseball teams, further illustrates their long-standing involvement.

Comparatively, alcohol is viewed more favorably in sports sponsorship, finding a natural association with events that promote an active and healthy lifestyle. This is reflected in the prevalence of beer companies sponsoring a majority of professional sports teams in America.

Alcohol advertisements dominate the sports media landscape, and this prevalence is attributed to the positive correlation between sports and a healthy lifestyle. The focus on sports helps these companies counteract negative perceptions associated with their products.

Personal Opinion:

From a financial perspective, the influx of money from alcohol and tobacco advertising is undeniably beneficial for professional sports. However, the potential corrupting influence on the youth through constant exposure to these advertisements raises valid concerns.

Considering society's bias towards tobacco companies, advocating for limited or discreet signage at sports arenas or stadiums becomes a reasonable proposition. In extreme cases, supporting an outright ban on tobacco advertising at sporting events aligns with the overarching emphasis on health and fitness in these settings.

In conclusion, the intricate relationship between professional sports and alcohol and tobacco sponsorships raises multifaceted questions. While the financial gains for sports are evident, the societal impact, especially on the younger generation, necessitates careful consideration and, potentially, regulatory measures.