Business Studies

Promotion and Adv Topic 6 Q4 Why does the tobacco industry sponsor rodeo and other events?

ANSWER

Tobacco’s Sponsorship on Rodeo and Other Events

Marketing tobacco products is one of the biggest challenges that the industry faces. This is because there are laws in different countries that prohibit the sale of their products. Other countries that allow the products to be sold limit the advertising platforms of the product, especially in family-oriented settings, as the advertisements may influence young people in engaging in its use (Agaku et al., 2016). Hence, tobacco dominantly sponsors rodeo and other sporting events, as they provide the perfect audience that are either already cigarette smokers or the setting is majorly attended by mature people. A key consideration of these events is that rodeo events are highly involved, and attendees are captured by these products when they are the most vulnerable. They are more likely to try the product for the first time and indulge in the free samples used as a marketing tool.

According to R.K Reynolds’s speech delivered in 1989, sporting events create the perfect opportunity for targeting groups with a propensity to use their products (Agaku et al., 2016). This includes the Hispanic task force, black initiatives, and young Anglo adults, who are part of their micromarketing efforts. In addition, according to various studies, those who attend these sporting events comprise heavy users of tobacco products. Hence, it creates an opportunity to persuade them to use their products further, helping maintain the relevance of tobacco. Sponsoring these sporting events also helps the tobacco industry turn the fans and motorsports association into allies and fight certain legislation (Agaku et al., 2016). For instance, sporting events are a platform for politicians to boost their campaigns, and sponsoring them can help pass bills that reduce the heavy taxation levied on tobacco products. Also, major motorsports industries like Nascar have been instrumental in ensuring the city of Florida and Alabama become tobacco tax-free.

References

Agaku, I. T., Odani, S., Sturgis, S., Harless, C., & Glover-Kudon, R. (2016). Tobacco advertising and promotional expenditures in sports and sporting events—United States, 1992–2013. Morbidity and Mortality Weekly Report, 65(32), 821-825.