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The Future of Tobacco Sponsorship of Sport in Canada by John Anthony

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The Future of Tobacco Sponsorship of Sport in Canada by John Anthony The Future of Tobacco Sponsorship of Sport in Canada by John Anthony McKibbon A Thesis Submitted to the College of Graduate Studies and Research through the Department of Kinesiology in partial Fulfilment of the Requirements for the Degree of Master of Human Kinetics at the University of Windsor Windsor. Ontario, Canada 2000 National Library Bibliothèque nationale 1*1 of Canada du Canada Acquisitions and Acquisitions et Bibiiographic Services services bibliographiques 395 Wellington Street 395. nw, Welligtori OttawaON KlAOM OttawaON KlAON4 Canada canada The author has granted a non- L'auteur a accordé une licence non exclusive licence allowing the exclusive permettant à la National Library of Canada to Bibliothèque nationale du Canada de reproduce, loan, distribute or sel1 reproduire, prêter, distribuer ou copies of this thesis in microfom, vendre des copies de cette thèse sous paper or electronic formats. la forme de microfiche/film, de reproduction sur papier ou sur format électronique. The author retains ownership of the L'auteur conserve la propriété du copyright in this thesis. Neither the droit d'auteur qui protège cette thèse. thesis nor substantial extracts fiom it Ni la thèse ni des extraits substantiels rnay be printed or otherwise de celle-ci ne doivent être imprimés reproduced without the author's ou autrement reproduits sans son permission. autorisation. The Future of Tobacco Sponsorship of Sport in Canada 02000 John Anthony McKibbon This study was designed to uncover the predictions of experts regarding the fùture of tobacco sponsorship of sport in Canada. The Delphi Technique was used as the research protocol. A census of al1 marketing managers of tobacco brands involved in sport sponsonhip (N=4) and elite sporting events that utilize sponsorship funds from tobacco companies (N=7) were involved in the study. Data were collected in three rounds as per the Delphi Technique protocol. In the first Round. each expert answered three open ended questions regarding the future of tobacco sponsorship of sport in Canada. From the responses provided in Round One. eighteen statements were generated that formed the basis for the last two rounds. Responses for the statements on the last two Rounds were evaluated on a 5-point Likert scale for probability. desirability. importance, impact. and priority. The results from Rounds Two and Three lead the researcher to predict that tobacco sponsorship of sport will be severely diminished afier the year 2000 and that talent development prog-rams which provide the international events with Canadian sport talent will need to find alternative sponsors if these programs are to survive. Further. many of the current events receiving hinding will need to downgrade their events from major international status. DEDICATION To my parents who have always been supportive in whatever endeavor 1 undertake. Acknowledgements 1 would like to thank al1 my fnends who have made my years at the University of Windsor mernorable. From my entrance to university life in 1993 as an unsuspecting French-Canadian, to my senior year as President of the Human Kinetics Society, to my time as a graduate student, my fiiends have been there. In particular, 1 would like to thank Dénis Belanger for being there when I needed someone to talk to over a couple of libations. As well, the 'gang' from L'Essor, for being great companions. While Jamie and Pol may be punuing happiness outside of Essex County. Denis. Dave, J.P. (Puttz) and I are always there to welcome them home. I would like to acknowledge Matt McMillan and his family for providing a '-second home" for me while at the University of Windsor. There wasdt a single Shopper's Dmg Mart/Big V driving shift that 1 didn't make an effort to visit 2929 Apple Lane. Thanks to Matt for being a geat fiiend and enthusiastic fan of the red and white winged wheel. Those days at Cobo Joe's will forever live on. As for the Lions, we have Our Super Bowl every year on Draft Day. 1 would like to thank Drs. Bob Boucher, Bill Wellington and Karen Danylchuk for taking time out of their busy schedules to serve on my cornmittee. A very large thank you to Dr. Jim Weese for al1 of the time not only on this thesis but also in my undergraduate and CO-opstudies. TABLE OF CONTENTS Abstract ................................................................................................iv Dedication ............................................................................................ v Acknowledgements ............................................................................... vi. Table of Contents .................................................................................. vil List of Tables ....................................................................................... ix List of Appendices .......................... .............. ........................................ xi CHAPTER PAGE I . BACKGROUND TO THE PROBLEM ............................................ 1 Introduction ................................................................................ 1 Purpose of the Study .................................................................. 7 Research Questions ....................... .. ...................................... 8 .. De finition of Terrns................... ... .......................................... 8 Limitations of the study ............................................................ 15 Delimitations of the study ....................... ............................... 16 REVIEW OF LITERATURE ...................... .... ................................. 1 7 An Introduction to Sponsonhip ................... .. ................. 17 Defining Sponsorship................................................................ -20 Why Corporations Sponsor Sport? .......................................... -22 Exchange Theory ...................................................................... -26 Image-Sponsor Compatabi lity ........................ ... ................... -27 Measuring Sponsorship............................................................. -32 Sponsorship vr . Advertising ......................... ....... ................. -33 Tobacco Sponsorship of Sport .................................................. -37 Summary ................................................................................... -49 III . METHODOLOGY.............................................................................. 5 1 Research Design ......................................................................... 1 Study Population ....................................................................... -52 Instrumentation .................. ..... ................................................ 54 Data Collection Procedures ....................................................... -5 8 Data Analysis Procedures ........................................................ 59 vii IV RESULTS ............................................................................................ 60 Delphi Instrument .Round 1 ..................................................... 60 Delphi Instrument - Round 2 ..................................................... 61 Delphi Instrument - Round 3 .................................................... -99 V SUMMARY. DISCUSSION AND CONCLUSIONS .......................... 105 Summary and Discussion of Findings ....................................... 105 Conclusions ................................................................................ 124 Implications for Sport Management ..................................... ... 129 Recornrnendations for Future Research .................................... -130 REFERENCES...................................................................................... 134 APPENDICES .................................................................................... 145 VIT) .AUCTORIS .................... .... .................................................... 191 LIST OF TABLES TABLE PAGE Table 1 . Mean. Median. SD Scores for Group .S 1 .............................. 63 Table 2 . Mean. Median. SD Scores for Tobacco - S 1 ............................ 63 Table 3 . Mean. Median. SD Scores for Events .S 1 ................*.............. .64 Table 4 . Mean. Median. SD Scores for Group - S2 ................................ 66 Table 5 . Mean, Median, SD Scores for Tobacco - S2 ............................66 Table 6 . Mean, Median, SD Scores for Events - S2 ............................ -67 Table 7 . Mean, Median, SD Scores for Group - S3 ................... .. ........-67 Table 8 . Mean, Median. SD Scores for Tobacco - S3 ............................ 68 Table 9 . Mean, Median, SD Scores for Events - S3 ................................68 Table 10 . Mean, Median . SD Scores for Group - S4 ............................. ...70 Table 11 . Mean, Median, SD Scores for Tobacco - S4 ............................ 70 Table 12 . Mean, Median . SD Scores for Events - S4 ................................71 Table 13 . Mean, Median, SD Scores for Group - S5 ................................ 71 Table 14 . Mean, Median, SD Scores for Tobacco - SS ............................ 72 Table 15 . Mean, Median . SD Scores for Events - S5 ................................ 72 Table 16 . Mean, Median, SD Scores for Group - S6 ................................ 74 Table 17 . Mean, Median, SD Scores for Tobacco - S6 ............................74 Table 18 . Mean, Median, SD Scores for Events - S6 ................................ 75 Table 19 . Mean. Median.
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