British American Tobacco and Formula One motor racing
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《英国医生杂志》
1 Minneapolis MN 55409, USA, 2 Centre on Global Change and Health, London School of Hygiene and Tropical Medicine, London WC1E 7HT, 3 Nicotine Research Program, Mayo Clinic, Rochester MN 55905, USA, 4 Nicotine Dependence Center, Mayo Clinic
Correspondence to: R D Hurt rhurt@mayo.edu
Internal documents show that British American Tobacco's racing team has been successful in promoting the company's products, especially in emerging countries. Tougher worldwide action is needed to counter the tobacco industry's influence in Formula One
Introduction
Although British American Racing has not produced a competitive car until this year,7 newly produced documents suggest that BAT was content with the effect of the sponsorship on the fortunes of its key brands, specifically among adult smokers under 30.w7 w8 Documents also show that BAT was able to develop the global appeal of its brands through extensive broadcast media coverage specifically directed at young people, merchandising proposals and activities aimed at children and young people, and race sponsorships in emerging markets in Asia.
The prospect of maintaining a visible presence on television screens to mediate the effect of advertising bans was fundamental to the appeal of sports sponsorship,w9 allowing BAT to develop its Lucky Strike and State Express 555 (SE 555) brands more effectively on a global basis. Formula One was seen as particularly valuable because "TV coverage is massive around the world for each of the sixteen races" and "there is a genuine association with the team, vital for image building."w10
The ability to project a distinctively dynamic, young, and international imagery was also critical to the company's enthusiasm for greater participation in Formula One. In 1985, for example, exploitation of the performances of Ayrton Senna in a Lotus car in the distinctive black and gold livery of John Player Special was seen as having revitalised the brand in Brazil: "Research confirms that it has a younger image than before, is more dynamic, more human and credible and quite clearly international."w11
Furthermore, Formula One would allow BAT to build corporate goodwill, as teams and organisers have generally displayed few qualms about receiving money from tobacco companies. The role of BAT as a race host would "assist in developing relationships with key decision makers, otherwise known as 'tickling the soft underbelly of the decision makers,' "w12 providing "an ideal opportunity to build up on relationships, close the deal and to generate goodwill to the company."w13
Media and merchandising
BAT has sponsored rally races in China for several years under its SE 555 brand. According to a 1997 BAT memo to its public relations firm, Edelman, "The strength for 555 in the region is that the few Western characters that they can understand is numerals."w25
Additionally, a 1992 pan-European study identified Formula One as being more influential in "the less economically developed markets."w26 By 1997, the company wanted to expand into Formula One through the grand prix of China,w27 where tobacco branding restrictions are minimal. This would allow teams to run tobacco sponsored cars with their full branding. Tom Moser detailed a meeting with the President of the Federation of Automobile Sports of the People's Republic of China, Max Mosley of Fédération Internationale de l'Automobile (the sports governing body), and Bernie Ecclestone of Formula One Administration, in which BAT sought to obtain title sponsorship and exclusive signage of the 555 cigarette brand in a Chinese grand prix.w27-w29 Moser internally emphasised the importance of BAT's relationship with Bernie Ecclestone: "Allies such as Bernie Ecclestone are available to us and properly briefed play a tremendous role in effecting legislation."w30 The first Chinese grand prix will take place in Shanghai in September 2004.
BAT's Formula One Lucky Strike and SE 555 public relations plans for Asian marketsw31 included prewritten stories developed for print mediaw32 and planned media seminarsw33 to "incentivize journalists to consistently write stories and publish photos" about British American Racing.w34 w35 BAT's market research suggested that its efforts in Asia were successful. By June 2000, a significant increase in awareness of Formula One sponsorship by SE 555 was seen alongside significant declines for Marlboro and Mild Seven (a Japan Tobacco International brand).w4
Discussion
Dewhirst T, Hunter A. Tobacco sponsorship of Formula One and CART auto racing: tobacco brand exposure and enhanced symbolic imagery through co-sponsors' third party advertising. Tobacco Control 2002;11: 146-50.
Charlton A, While D, Kelly S. Boys' smoking and cigarette-brand-sponsored motor racing. Lancet 1997;350: 1474.
Chebat J-C. Effects of F1 grand prix sponsorship by cigarette brands on adolescents' cognitive and behavioral responses. Int J Sports Marketing Sponsorship 2003 Jun/Jul: 93-104.
Lavack AM. An inside view of tobacco sports sponsorship: an historical perspective. Int J Sports Marketing Sponsorship 2003 Jun/Jul: 105-28.
World Health Organization. Tobacco free sports: play it clean. Geneva: WHO, 2002. http://whqlibdoc.who.int/hq/2002/TFI_WHTD_brochure.2002.pdf (accessed Feb 2004).
British American Racing (Holdings). 363s annual return 2 Sep 2003. London: Companies House, 2003.
Formula 1 2004 constructor's championship. www.formula1.com/archive/team/2004.html (accessed 1 May 2004).
Sepang Circuit. SIC goes to schools, colleges to promote F1 race.www.malaysiangp.com.my/news.asp?nid=113 (accessed 17 Mar 2004).
Changkat Bukit Bintang Streeet Celebration. www.kualalumpur.gov.my/others/klgp/changkatbb_guide.htm (accessed 17 Mar 2004).
Rubython T. The business of Formula One. A lesson in time. Eurobusiness 2002 Apr: 86-9.
Formula One constructor's table, 1999-2003. www.formula1.com/archive/team/2003.html (accessed Nov 2003).
Kmietowicz Z. UK exempts motor racing from advertising ban. BMJ 1997;315: 1251-4.
BBC Sport. F1 makes tobacco U-turn. www.news.bbc.co.uk/sport1/hi/motorsport/formula_one/3020348.stm (accessed Aug 2003).
World Health Organization. Framework convention on tobacco control. Geneva: WHO, 2003. www.who.int/tobacco/fctc/text/en/fctc_en.pdf (accessed Feb 2004).(Joshua Carlyle, independe)
Correspondence to: R D Hurt rhurt@mayo.edu
Internal documents show that British American Tobacco's racing team has been successful in promoting the company's products, especially in emerging countries. Tougher worldwide action is needed to counter the tobacco industry's influence in Formula One
Introduction
Although British American Racing has not produced a competitive car until this year,7 newly produced documents suggest that BAT was content with the effect of the sponsorship on the fortunes of its key brands, specifically among adult smokers under 30.w7 w8 Documents also show that BAT was able to develop the global appeal of its brands through extensive broadcast media coverage specifically directed at young people, merchandising proposals and activities aimed at children and young people, and race sponsorships in emerging markets in Asia.
The prospect of maintaining a visible presence on television screens to mediate the effect of advertising bans was fundamental to the appeal of sports sponsorship,w9 allowing BAT to develop its Lucky Strike and State Express 555 (SE 555) brands more effectively on a global basis. Formula One was seen as particularly valuable because "TV coverage is massive around the world for each of the sixteen races" and "there is a genuine association with the team, vital for image building."w10
The ability to project a distinctively dynamic, young, and international imagery was also critical to the company's enthusiasm for greater participation in Formula One. In 1985, for example, exploitation of the performances of Ayrton Senna in a Lotus car in the distinctive black and gold livery of John Player Special was seen as having revitalised the brand in Brazil: "Research confirms that it has a younger image than before, is more dynamic, more human and credible and quite clearly international."w11
Furthermore, Formula One would allow BAT to build corporate goodwill, as teams and organisers have generally displayed few qualms about receiving money from tobacco companies. The role of BAT as a race host would "assist in developing relationships with key decision makers, otherwise known as 'tickling the soft underbelly of the decision makers,' "w12 providing "an ideal opportunity to build up on relationships, close the deal and to generate goodwill to the company."w13
Media and merchandising
BAT has sponsored rally races in China for several years under its SE 555 brand. According to a 1997 BAT memo to its public relations firm, Edelman, "The strength for 555 in the region is that the few Western characters that they can understand is numerals."w25
Additionally, a 1992 pan-European study identified Formula One as being more influential in "the less economically developed markets."w26 By 1997, the company wanted to expand into Formula One through the grand prix of China,w27 where tobacco branding restrictions are minimal. This would allow teams to run tobacco sponsored cars with their full branding. Tom Moser detailed a meeting with the President of the Federation of Automobile Sports of the People's Republic of China, Max Mosley of Fédération Internationale de l'Automobile (the sports governing body), and Bernie Ecclestone of Formula One Administration, in which BAT sought to obtain title sponsorship and exclusive signage of the 555 cigarette brand in a Chinese grand prix.w27-w29 Moser internally emphasised the importance of BAT's relationship with Bernie Ecclestone: "Allies such as Bernie Ecclestone are available to us and properly briefed play a tremendous role in effecting legislation."w30 The first Chinese grand prix will take place in Shanghai in September 2004.
BAT's Formula One Lucky Strike and SE 555 public relations plans for Asian marketsw31 included prewritten stories developed for print mediaw32 and planned media seminarsw33 to "incentivize journalists to consistently write stories and publish photos" about British American Racing.w34 w35 BAT's market research suggested that its efforts in Asia were successful. By June 2000, a significant increase in awareness of Formula One sponsorship by SE 555 was seen alongside significant declines for Marlboro and Mild Seven (a Japan Tobacco International brand).w4
Discussion
Dewhirst T, Hunter A. Tobacco sponsorship of Formula One and CART auto racing: tobacco brand exposure and enhanced symbolic imagery through co-sponsors' third party advertising. Tobacco Control 2002;11: 146-50.
Charlton A, While D, Kelly S. Boys' smoking and cigarette-brand-sponsored motor racing. Lancet 1997;350: 1474.
Chebat J-C. Effects of F1 grand prix sponsorship by cigarette brands on adolescents' cognitive and behavioral responses. Int J Sports Marketing Sponsorship 2003 Jun/Jul: 93-104.
Lavack AM. An inside view of tobacco sports sponsorship: an historical perspective. Int J Sports Marketing Sponsorship 2003 Jun/Jul: 105-28.
World Health Organization. Tobacco free sports: play it clean. Geneva: WHO, 2002. http://whqlibdoc.who.int/hq/2002/TFI_WHTD_brochure.2002.pdf (accessed Feb 2004).
British American Racing (Holdings). 363s annual return 2 Sep 2003. London: Companies House, 2003.
Formula 1 2004 constructor's championship. www.formula1.com/archive/team/2004.html (accessed 1 May 2004).
Sepang Circuit. SIC goes to schools, colleges to promote F1 race.www.malaysiangp.com.my/news.asp?nid=113 (accessed 17 Mar 2004).
Changkat Bukit Bintang Streeet Celebration. www.kualalumpur.gov.my/others/klgp/changkatbb_guide.htm (accessed 17 Mar 2004).
Rubython T. The business of Formula One. A lesson in time. Eurobusiness 2002 Apr: 86-9.
Formula One constructor's table, 1999-2003. www.formula1.com/archive/team/2003.html (accessed Nov 2003).
Kmietowicz Z. UK exempts motor racing from advertising ban. BMJ 1997;315: 1251-4.
BBC Sport. F1 makes tobacco U-turn. www.news.bbc.co.uk/sport1/hi/motorsport/formula_one/3020348.stm (accessed Aug 2003).
World Health Organization. Framework convention on tobacco control. Geneva: WHO, 2003. www.who.int/tobacco/fctc/text/en/fctc_en.pdf (accessed Feb 2004).(Joshua Carlyle, independe)