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Tobacco sponsorship of Formula One and CART auto racing: tobacco brand exposure and enhanced symbolic imagery through co-sponsors' third party advertising

T Dewhirst¹ and A Hunter²

¹ University of British Columbia, Vancouver, BC, Canada
² BBDO Toronto, Toronto, Ontario, Canada

Correspondence to:
Correspondence to:
Timothy Dewhirst, St John's College, University of British Columbia, 2111 Lower Mall, Suite 1110, Vancouver, BC V6T 1Z4, Canada;
tdewhirst{at}hotmail.com

Through third party advertising of events such as Formula One and CART auto racing, tobacco brand names continue to attain visibility to a vast audience

Keywords: sponsorship; promotion; co-sponsorship; co-branding; partnerships; sports; marketing; auto racing

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