Advertisement
AJPH
HOME HELP FEEDBACK SUBSCRIPTIONS ARCHIVE SEARCH TABLE OF CONTENTS
QUICK SEARCH:   [advanced]


     

AJPH First Look, published online ahead of print Nov 12, 2009
This Article
Right arrow Figures Only
Right arrow Full Text
Right arrow Full Text (PDF)
Right arrow All Versions of this Article:
AJPH.2008.144097v1
100/1/32    most recent
Right arrow Submit a response
Right arrow purchase articles
Right arrow View Shopping Cart
Right arrow Alert me when this article is cited
Right arrow Alert me when eLetters are posted
Right arrow Alert me if a correction is posted
Services
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Download to citation manager
Right arrow reprints & permissions
Right arrow Get other permissions
Google Scholar
Right arrow Articles by Ling, P. M.
Right arrow Articles by Wedl, S.
PubMed
Right arrow PubMed Citation
Right arrow Articles by Ling, P. M.
Right arrow Articles by Wedl, S.
Related Collections
Right arrow Media
Right arrow Rural Health
Right arrow Qualitative Research
Right arrow Other Tobacco
Right arrow Tobacco Control
January 2010, Vol 100, No. 1 | American Journal of Public Health 32-41
© 2010 American Public Health Association
DOI: 10.2105/AJPH.2008.144097

HEALTH POLICY AND ETHICS

Branding the Rodeo: A Case Study of Tobacco Sports Sponsorship

Pamela M. Ling, MD, MPH, Lawrence A. Haber, MD and Stefani Wedl, MD

At the time of the study, Pamela M. Ling and Stefani Wedl were with the Department of Medicine, University of California, San Francisco. Lawrence A. Haber was with Weill Medical College of Cornell University, New York, NY.

Correspondence: Correspondence should be sent to Pamela Ling, 530 Parnassus Ave, Suite 366; UCSF Box 1390, University of California San Francisco, San Francisco, CA 94143-1390 (e-mail: pling{at}medicine.ucsf.edu). Reprints can be ordered at http://www.ajph.org by clicking the "Reprints/Eprints" link.

Rodeo is one of the few sports still sponsored by the tobacco industry, particularly the US Smokeless Tobacco Company. Rodeo is popular in rural communities, where smokeless tobacco use is more prevalent.

We used previously secret tobacco industry documents to examine the history and internal motivations for tobacco company rodeo sponsorship. Rodeos allow tobacco companies to reach rural audiences and young people, enhance brand image, conduct market research, and generate positive press. Relationships with athletes and fans were used to fight proposed restrictions on tobacco sports sponsorship. Rodeo sponsorship was intended to enhance tobacco sales, not the sport.

Rural communities should question the tradition of tobacco sponsorship of rodeo sports and reject these predatory marketing practices.






HOME HELP FEEDBACK SUBSCRIPTIONS ARCHIVE SEARCH TABLE OF CONTENTS
Copyright © 2010 by the American Public Health Association