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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
  1. T Dewhirst1,
  2. A Hunter2
  1. 1University of British Columbia, Vancouver, BC, Canada
  2. 2BBDO Toronto, Toronto, Ontario, Canada
  1. 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

Abstract

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

  • sponsorship
  • promotion
  • co-sponsorship
  • co-branding
  • partnerships
  • sports
  • marketing
  • auto racing
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Footnotes

  • * This section is largely based on the findings from three separate interviews. A phone interview was conducted with Peri Luel, vice-president of partnership programmes for Molstar Sports and Entertainment, on 26 October 2001. Two senior advertising practitioners—who requested that their names be withheld—were interviewed through email correspondence on 16 October 2001 and 18 October 2001.

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