Date of Award
Weese, W. J.,
Health Sciences, Recreation.
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This study was designed to uncover the predictions of experts regarding the future of tobacco sponsorship of sport in Canada. The Delphi Technique was used as the research protocol. A census of all marketing managers of tobacco brands involved in sport sponsorship (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 after the year 2000 and that talent development programs 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 funding will need to downgrade their events from major international status.Dept. of Kinesiology. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis2000 .M352. Source: Masters Abstracts International, Volume: 39-02, page: 0500. Adviser: W. J. Weese. Thesis (M.H.K.)--University of Windsor (Canada), 2000.
McKibbon, John Anthony., "The future of tobacco sponsorship of sport in Canada." (2000). Electronic Theses and Dissertations. 4009.