Branding the Beautiful Game:
INTRODUCTION
Tobacco companies have strategically used the massive global appeal of soccer, known as football in much of the world, to mask the health risks of smoking, tie their products to an athletic and masculine lifestyle, and secure an entry point into the lucrative youth market. This exhibition explores these connections, as well as efforts to ban tobacco companies from the game.
The association between the tobacco industry and soccer spans over a century in the United States and the United Kingdom, evolving from harmless-looking collectible cardboard inserts in cigarette packs with images of players in the 1890s into multi-million-dollar sponsorships and highly sophisticated ambush marketing campaigns a century later – well after cigarette smoking had been identified as the leading preventable risk factor for lung cancer, heart disease, and emphysema.
In 1896, the Manchester, England, cigarette maker Marcus & Co. produced the first soccer-themed set of collectible cards, Footballers & Club Colours, with illustrations of soccer stars on the front and tobacco advertisements on the back.
To circumvent bans on direct television commercials that went into effect in the early 1970s, Philip Morris, maker of the fastest-growing American cigarette Marlboro, increasingly leaned into event sponsorship, many of which were televised, in which the Marlboro logo was prominently displayed on billboards and merchandise. Between 1987 and 1990, the company sponsored 13 Marlboro Soccer Cup championships in the five U.S. cities with the highest Hispanic populations.
Beginning in the late 1970s, R.J. Reynolds Tobacco Company sponsored Camel and Winston professional soccer leagues and tournaments in the U.S., Latin America, Asia, and Europe. The company’s efforts to associate cigarettes and soccer culminated with the 1986 World Cup in Mexico City, where Camel cigarettes was one of the four major advertisers.
Although by the early 2000s football’s world governing body, FIFA, had introduced strict regulations to ensure the World Cup would remain entirely tobacco-free, British American Tobacco (BAT) used a loophole to promote its major cigarette brand Dunhill to a global TV audience by buying local television broadcasting rights in countries such as Malaysia. The telecasts featured the announcement, “Proudly brought to you on Malaysian TV by Dunhill.”
–Alan Blum, MD
Director, The University of Alabama Center for the Study of Tobacco and Society
July 1, 2026
“‘Dixie’ Dean,
England’s greatest goal-scorer,
Says the Wix flavour is excellent”
Advertisement by J. Wix & Sons Ltd. for Wix cigarettes
The Times (London)
1928
“‘I would recommend young footballers who feel they are entitled to an occasional cigarette to smoke nothing but Wix. If they keep to Wix they will have no cause to complain that smoking interferes with their general fitness. Wix Cigarettes have never affected my throat or prevented me from keeping my eye in when I am shooting for goal. And their flavour is excellent — the best I know.”
“No Throat Irritation — No Cough”
Curator’s note: William Ralph “Dixie” Dean (1907 – 1980) was an English center forward from 1927 to 1932 whose record for the most goals scored in English soccer in a single season (60, for Everton in the 39-game 1927-28 season) still stands. In 2002 he was among the first group of 22 footballers inducted into the English Football Hall of Fame. (source of image and text: Wikipedia)
Three cigarette trading cards from the 50-card series, “Association Footballers,” produced in 1939 by W.A. & A.C. Churchman (Branch of the Imperial Tobacco Company of Great Britain & Ireland), Ltd., London, for Churchman’s cigarettes; one cigarette trading card from the 50-card series, “Hints on Association Football,” produced in 1934 by John Player & Son (Branch of the Imperial Tobacco Company of Great Britain & Ireland), Ltd., London, for Player’s cigarettes.
“HINTS ON
ASSOCIATION
FOOTBALL” (10 pages)
Set of 50 cigarette trading cards in a 20-page album by the John Player & Sons branch of the Imperial Tobacco Company of Great Britain & Ireland, Limited, to promote Player’s cigarettes
1934
“This series of pictures (in which the chief moves are illustrated and explained in a way never before attempted) should afford some assistance. Not only are the basic principles of the game stated but the tactical changes which have been introduced since the alteration of the off-side law are set forth.
“…Our series aims not only to instruct the player and so enable him to improve his own play, but also to make him more efficient as a member of the team.”
Camel
“CAMEL
WORLD CUP ’86
Pocket Guide”
Cover of booklet by R.J. Reynolds Tobacco Company to promote Camel cigarettes
1986
Curator’s note: The global telecast of the month-long World Cup involving 24 national teams drew a television audience of 10 billion in 1982 and 12.5 billion in 1986. An average of 230 million viewers watched each of the 52 games of the 1986 World Cup in Mexico City, and more than three times that number watched the final game, by far the world’s largest television audience for any activity. The World Cup was primarily supported by the government of the host country until 1986, when corporate sponsors and broadcasting rights began providing most of the money. In Mexico City, R.J. Reynolds’ Camel cigarettes was one of the four major advertisers, each of which had four 7 x 1 meter billboards on the perimeter of the field in all of the various stadiums. The cigarette brand logo was visible throughout the games both to the crowd and the global television audience.
“CAMEL
OFFICIAL SPONSOR
WORLD CUP
MEXICO86″
Image from booklet by R.J. Reynolds Tobacco Company for Camel cigarettes
1986
“CAMEL
BOOTS”
Photograph of television screen during soccer match sponsored in part by R.J. Reynolds Tobacco Company for Camel cigarettes
Circa 1984
“Diego Maradona evading a West German tackle in the 1986 World Cup final. Maradona scored 10 of Argentina’s 14 goals in that year’s tournament”
Photograph by Agence France Presse
The New York Times
July 13, 2014
“CAMEL
PRESENTS
CAMEL NIGHT
WITH THE
ARROWS VS. BALTIMORE”
Advertisement by R.J. Reynolds Tobacco Company for Camel cigarettes
Newsday (Long Island, NY)
March 1983
“A FREE ARROWS CAP
FROM CAMEL TO THE FIRST 4,000 FANS
21 YEARS OF AGE AND OLDER.”
“CAMEL
1984 MAJOR
INDOOR
SOCCER
LEAGUE CALENDAR” (8 pages)
Excerpt of 32-page Major Indoor Soccer League 1984 calendar published by R. J. Reynolds Tobacco Company for Camel cigarettes
1983
“CAMEL
LIGHTS
IS PROUD TO SPONSOR
THE
1984
ALL-STAR
GAME”
“TEAM AMERICA
SOCCER. IT’S
AMERICA’S BEST.
BE THERE.
America’s national soccer team starts its run for the World Cup at RFK Sunday.
Winston
Team America
Series”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
The Washington Post
April 25, 1983
“The best American soccer players have been drafted to form Team America … this country’s national soccer team … Washington’s home team … and our first serious bid for the World Cup. And it all kicks off at 5:00 p.m. on Sunday, May 8.
“It’s the first home game of the Winston Team America Series. Winston thinks America deserves a world class soccer team, so it’s sponsoring the Team America Series…
“6,000 Mother’s Day Gifts…”
Curator’s note: R.J. Reynolds also financed an unsuccessful U.S. bid for the 1986 World Cup that employed the services of former Secretary of State Henry Kissinger.
Marlboroooooooooo
Excerpt of telecast of Marlboro Soccer Cup circa 1988 (00:00:08) from “Sports and Cigarettes: Striking Out Against Tobacco,” keynote presentation by Alan Blum, MD, First National Conference on Tobacco Use in America, M.D. Anderson Cancer Center, Houston, Texas, January 27, 1989. Sponsored by The American Medical Association, Congressman Mike Andrews, the University of Texas M.D. Anderson Cancer Center, and the Coalition on Smoking and Health. (00:49:50)
“Marlboro
Cup”
“Marlboro Cup of Miami 1990 U.S. National Team background and team rosters for Colombia, Costa Rica, Uruguay, and the United States” (9 pages)
“History of The Marlboro Cup, Marlboro Cup Fact Sheet, Marlboro World Cup Sweepstakes” (20 pages)
Media packet cover and informational material for the 1990 Marlboro Cup distributed by Philip Morris, Inc. to promote Marlboro cigarettes
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“U.S. NATIONAL TEAM: …COLORS: Red, white & blue…MARLBORO CUP TITLES: Marlboro Cup of New York (1989); Marlboro Cup of Chicago (1989)…”
“The Marlboro Cup began in 1987 as a one-site soccer tournament in Miami and has grown to its current status — a four-city program that features the world’s top teams and players. Now the most prestigious soccer series in America, the Marlboro Cup will be back again in 1990, with a pre- and post-World Cup format…”
“MARLBORO GUIDE TO WORLD SOCCER
GUIA MARLBORO PARA EL MUNDO DEL FUTBOL” (10 pages)
Booklet published by Philip Morris, Inc. promoting Marlboro cigarettes, featuring a history of the Marlboro Cup, a history of the World Cup, 1990 Marlboro Cup teams to watch, rules of the game, and the 1990 Marlboro Cup schedule
1989
“As a major sponsor of soccer in the United States, it is our pleasure to produce the first edition of the Marlboro Guide to World Soccer.
“The 1990 Marlboro Cup events will not only be exciting, they promise American audiences a unique World Cup preview by featuring many of the teams participating in Italia ’90.
“We hope you find the Marlboro Guide to World Soccer a useful resource as you follow the exciting trail of world class soccer — beginning here in the United States with four Marlboro Cup events and climaxing with the 1990 World Cup in Italy.
“All of us associated with Marlboro wish the Marlboro Cup teams, who have qualified for World Cup ’90, the best of luck!
“Leo P. McCullagh, Jr.
Director
Events Marketing
Philip Morris U.S.A.”
“I am pleased to see corporations like Philip Morris take an important leadership role in supporting the growth of soccer.
“For the past four years, The Marlboro Cup series has brought international world class teams to the United States soccer fans. The 1989 Marlboro Cup games provided outstanding competition for preparation of the U.S. National Team and contributed greatly to the qualification of the United States for the 1990 World Cup.
“The participation of 1990 World Cup teams from around the world in the upcoming Marlboro series will provide U.S. soccer fans with a preview of the 1990 World Cup.
“This guide to soccer is an invaluable resource for spectators, soccer enthusiasts and media in America. It will also generate interest for 1994 — when the world’s greatest sporting spectacle, the World Cup, comes to America.”
“Werner Fricker
President
United States Soccer Federation”
“PARTICIPE EN EL SORTEO
DE FUTBOL, DE MARLBORO”
[“ENTER THE MARLBORO SOCCER SWEEPSTAKES”] (2 pages)
1989
“Marlboro
Cup
89” (8 pages)
Souvenir program of the Marlboro Cup of Los Angeles, Los Angeles Memorial Coliseum, August 10 and 13, 1989, with advertisement for Marlboro cigarettes on the back cover
“Marlboro Cup
Los Angeles Coliseum
Featuring national teams from Costa Rica, USSR, Colombia, and Guadalajara of Mexico.”
Advertisement by Philip Morris, Inc. for Marlboro cigarettes
Los Angeles Times
February 20, 1990
“Marlboro Cup
Con equipos de la Copa Mundo: U.S.A., Colombia, Uruguay y Costa Rica.
Orange Bowl”
Advertisement by Philip Morris, Inc. for Marlboro cigarettes
El Nuevo Herald (Miami)
February 2, 1990
The photographs in the gallery above were taken by a member of the physicians’ anti-smoking group DOC (Doctors Ought to Care) at the Marlboro Cup event in the Los Angeles Memorial Coliseum in February 1990.
“Big Kick: Marlboro brand cigarettes, a sponsor of the bid to bring the 1994 World Cup to the United States, has created an attention-getting petition. The 16-foot ball will roll through cities, gathering signatures, through June.” (caption of a photograph in Sports Marketing News, March 28, 1988)
“MARLBORO CUP
OF NEW YORK“
Newspaper advertisement by Philip Morris, Inc. for Marlboro cigarettes
August 1988
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“Marlboro Soccer Cup
de New York“
Advertisement by Philip Morris, Inc. for Marlboro cigarettes
El Diario/La Prensa (New York City)
August 1988
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“Uruguay gana Copa Marlboro”
Article by Jesus Saiz de la Mora
El Nuevo Herald (Miami)
February 5, 1990
“Marlboro Soccer Cup Advertising”
Interoffice memorandum from Edna R. Moore to Maria Cohen
June 26, 1990
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“…we have revised the Marlboro Soccer Cup Advertising Insertion schedule for all Hispanic Publications located in the New York metropolitan area.
“In order to receive as much visibility as possible for this program in the Hispanic/Latino communities, we plan to run from one to four ½ page ads in approximately 18 publications…”
Curator’s note: Cohen and Moore were longtime employees of Philip Morris, Inc. By 2000 Moore had become director of external affairs, Philip Morris Management Group, a position in which she was responsible for cultivating relationships with ethnic minority groups.
“Marlboro Cup/USSF Recommendation”
Philip Morris, Inc. inter-office memorandum from Gigi Vera, manager, Marlboro Promotions, to Meg Meurer, a manager of major event and sports sponsorship marketing initiatives for the Marlboro brand
January 19, 1990
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“As a result of several discussions with members of the United States Soccer Federation during my Trinidad and World Cup Draw visits, we have identified two unique opportunities for Marlboro to be top of mind to soccer fans in the United States.
“Marlboro & U.S.A. Team Family Project
“…Team players are experiencing financial difficulties and disputing their contract with the USSF resulting in poor relations. Therefore, Marlboro, in conjunction with the USSF has the opportunity to make a significant contribution to the families of the U.S. National team players by paying for their round trip, hotel and local transportation to the World Cup…
“This sponsorship will accomplish the following:
-Tremendous media exposure resulting from Marlboro launching a national Spanish and English media campaign.
-An opportunity to create U.S.A. team publicity in both hispanic and anglo media to offset the U.S.A.’s diminished participation in the 1990 World Cup.
-Pre-empt Camel’s and Budweiser growing soccer involvement.
-A way to ambush Marlboro & World Cup synonymous to U.S. soccer enthusiasts…”
“PHILIP MORRIS USA
EVENT MARKETING”
Description of plans for Marlboro Cup 1990
February 1990
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“PROGRAM NAME: Marlboro Cup (Soccer)
BRAND: Marlboro Reds
TARGET AUDIENCE: Hispanic Male 21-29
DESCRIPTION: 4 Marlboro Cup soccer events in four markets listed below. Event is held on two nights over a three day weekend. Features 4 top international soccer teams or club teams. Sampling, Signage, Hospitality, Public Relations, Bar Nights, Retail POS [Point of Sale], Posters/Brochures in market. Strong affiliation with the United States Soccer Federation (USSF) and U.S. national team…”.
“CONTRACT APPROVAL REQUEST
Marlboro Soccer Cup Rollout Program”
Contract approval request by Philip Morris, Inc. for the Marlboro Soccer Cup Rollout Program
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“Clive Toye who is the chairman of Mundial Sports Group, Inc.and the promoter for the Marlboro Soccer Cup Rollout Program, will be expected to expedite the following :
-Secure the rights to stage the Rollout program in Robbie Stadium (Miami), the L.A. Coliseum (Los Angeles), Giant Stadium (New York) and Alamo Stadium (San Antonio).
-Promoter has to negotiate and execute contracts with major United States and foreign soccer teams for their participation in the Marlboro Soccer Cup Series.
-Secure the rights for Marlboro to conduct product sampling, giveaway of branded items and prime positioning of Marlboro’s signage at all venues.
-Promoter shall work with Marlboro to facilitate development and implementation of retail sales promotions to extend the reach of each event.
-Secure the right for Marlboro to conduct on-field awards ceremonies during each tournament.
-The program for the series will include, free of charge to
Marlboro, two pages of editorial material describing the
series. Also, to include free of charge, a full page,
four-color Marlboro advertisement.
-Marlboro will have the right to supply the designs for the
cover of the program for the series.
-Promoter grants the rights to Marlboro to design the trophy or
trophies to be awarded.
-Promoter shall enter into agreement with a major soccer figure
to serve as the spokesperson for the series. Spokesperson
will be available for Marlboro to conduct media days, press
conferences and interviews prior to each event.
Invitation to FIFA president to be a keynote speaker at Marlboro-sponsored dinner for the U.S. National team
Letter from Gigi Vera, Manager, Marlboro Promotions, to Dr. Joao Havelange, President, FIFA, inviting him to be a keynote speaker at a black-tie dinner for the U.S. National Soccer Team
January 12, 1990
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“It was my great pleasure to have met you in Rome during the festivities surrounding the 1990 World Cup Draw.
“I trust you are familiar with Marlboro’s involvement in soccer, particularly its efforts in helping the U.S. National team qualify for World Cup.. Therefore, we feel its [sic] appropriate to host a congratulatory, black tie dinner to celebrate the USA’s accomplishment and send them off to World Cup.
“It would be a great honor to have you take part in this event as a keynote speaker…”
“MARLBORO SOCCER CUP
1989 MARKETING PLAN” (10 pages)
1989 Philip Morris, Inc. Marlboro Soccer Cup marketing plan and budget review
Identified in the Philip Morris Records of the Tobacco Industry Documents Library
“There are currently 25 million Hispanics in the United States. The hispanic market accounts for approximately 5.2% of all smokers in this country. For Marlboro they are an even more important group; 6.6% of all Marlboro smokers are Spanish-speaking. This translates to about 2.8MM Hispanic smokers, of whom 0.9MM smoke Marlboro.
“Nearly 10 million Americans play soccer of which 3 million are hispanics…Soccer is the most popular sport to Central and South American hispanic males and an excellent vehicle to reach this growing ethnic group.
“Soccer is an international passion and the most popular worldwide sport. Nearly 500 million people in 160 countries watch the final World Cup game and a total of 12.8 billion people viewed the 1988 month long World Cup tournament.
“Marlboro’s involvement in soccer began in 1985 with grassroots league sponsorship in Chicago, Los Angeles, and New York. In 1987, we expanded our involvement by creating the successful Marlboro Cup of Miami. In 1988, a national program was rolled out — Marlboro Soccer Cup — in four major markets: Los Angeles, New York, San Antonio, and Miami.
“To further Marlboro’s commitment, we sponsored the U.S. World Cup bid. This year, FIFA, soccer’s international governing body, announced that the 1994 World Cup will be hosted for the first time in history by the United States.
“The World Cup announcement is valuable to the Marlboro Soccer Cup program because it adds credibility to the meaningful presence that has already been established. More importantly, Marlboro is in a unique leadership position as the national interest in soccer continues to grow leading to the 1994 World Cup…
“It is our belief that soccer in the U.S. has tremendous growth opportunities and the Marlboro Soccer Cup program will continue to provide Brand awareness to hispanic males and increase brand loyalty while continuing to be a major force in growing the sport of soccer in this country.”
Newport
“NEWPORT’s Soccer
Promotion” (2 pages)
Article
Lorillard Leafs (In-house newsletter of Lorillard U.S.A.)
1982 First-Half Review
“The 1982 NEWPORT Soccer Promotion…included special events and activities at home games of several popular indoor soccer teams.
“As the popularity of the sport continues to grow, an increasing number of people are attending soccer games, providing an excellent opportunity to stimulate trial and conversion to NEWPORT.
“Special activities included:
*T-shirt night — the first 3,000 adults to arrive received a free NEWPORT T-shirt…
*Buy-One-Ticket-Get-One-Free — with two NEWPORT pack bottoms, interested fans could take advantage of this unique offer.
*Free-Kick Half Time Contest — selected participants were invited to kick a soccer ball through a NEWPORT banner to win a pair of season tickets.”
“Alive
with pleasure!
Newport”
Centerfold advertisement by Lorillard U.S.A. for Newport cigarettes
Soccer Digest
August-September 1988
“Newport
Alive with pleasure!“
Retail storefront sign by Lorillard U.S.A. for Newport cigarettes
1988
“Newport
Alive with pleasure!“
Retail storefront sign by Lorillard U.S.A. for Newport cigarettes
1988
“Marlboro
Dynasty
Cup
’90“
Poster distributed in the People’s Republic of China by Philip Morris, Inc. for Marlboro cigarettes
1990
“Winfield
SOCCER
ATHLETIC PARK, WELLINGTON
JUNE 8TH, 2:30PM”
Advertisement by Rothmans of Pall Mall (New Zealand) Limited for Winfield cigarettes
Unknown publication
Circa 1991
“DUNHILL
SEMI-PRO LEAGUE 1991
TV3
STARTING 29TH APRIL.
EVERY MONDAY, 10.30PM”
Presented by
Dunhill”
Advertisement by Rothmans International for Dunhill cigarettes
New Straits Times (Kuala Lumpur)
April 1991
“DUNHILL
1991 F.A. CUP FINAL
SPECTACULAR
TV3
STARTING TONIGHT
Presented by
Dunhill cigarettes”
Advertisement by Rothmans International subsidiary Alfred Dunhill of London for Dunhill cigarettes
New Straits Times (Kuala Lumpur)
May 10, 1991
“DUNHILL
1991 PIALA SULTAN AHMAD SHAH
CHARITY MATCH
SELANGOR VS KEDAH
TONIGHT!”
Advertisement by Rothmans International subsidiary Alfred Dunhill of London for Dunhill cigarettes
THE STAR (Kuala Lumpur)
April 20, 1991
“1990 League Champions Selangor clash 1990 Malaysian Cup Winners Kedah in the traditional curtain raiser to the new football season.
Presented by Dunhill”
“DUNHILL
1991 F.A. CUP SEMI-FINALS”
Advertisement by Rothmans International subsidiary Alfred Dunhill of London for Dunhill cigarettes
THE STAR (Kuala Lumpur)
April 14, 1991
“Four of England’s oldest and best known soccer teams challenge for the honour and glory of the F.A. Cup Final at Wembley. See strategies created by masters played by artists in a competition internationally acknowledged to be finest in the world.”
“1991 RUMBELOWS LEAGUE CUP
MANCHESTER UNITED VS SHEFFIELD WEDNESDAY”
Advertisement by Rothmans International subsidiary Alfred Dunhill of London for Dunhill cigarettes
SUNDAY STAR (Kuala Lumpur)
April 21, 1991
“The 30th anniversary of English football’s prestigious League Cup — known this season as the Rumbelows Cup — promises a classic final between two legendary names in Club soccer.”
“BAT flouts tobacco-free World Cup policy” (2 pages)
Article by Mary Assunta, University of Sydney School of Public Health
Tobacco Control, Volume 11, pages 277-278
2002
“In Malaysia, British American Tobacco flouted the World Cup of football’s no-tobacco ruling.
“It was not a tobacco-free World Cup for Malaysia. ‘2002 FIFA World Cup Proudly brought to you on Malaysian TV by Dunhill” was just one in a series of advertisements appearing in the Malaysian mass media for football’s (soccer’s) World Cup. BAT Malaysia side stepped the no tobacco ruling on the 2002 World Cup and sponsored the telecasts to Malaysia where football reigns as the nation’s most popular sport…”
“PAKISTAN: USE OF WORLD CUP FOR TOBACCO MARKETING
…tobacco companies are using the forthcoming World Cup to market tobacco to the youth of Pakistan. Four weeks before the World Cup, they started airing television programs with highlights of previous World Cups along with extensive cigarette advertising. They have also announced various sweepstakes in relation to football matches, in which over one kilogram of gold is being offered as a prize…Please see attached advertisement which the tobacco company ran on the front page of a daily newspaper: “ENJOY THE WORLD CUP WITH DIPLOMAT CIGARETTES” (Diplomat is a brand of Lackson Tobacco company, a subsidiary of Philip Morris)”
Excerpt by Javaid A. Khan, Department of Medicine, Aga Khan University, of the report, “Stop Big Tobacco from Undermining ‘Smoke-Free’ World Cup 2002“, published by Global Partnerships for Tobacco Control, a project of Essential Action, Washington, D.C., 2002.
“KOREA: NEW CIGARETTE BRAND TAPS INTO WORLD CUP 2002 POPULARITY
…Choi Jin Sook of the Korean Association on Smoking and Health reported that her country’s tobacco monopoly (which has been forced to compete more effectively against aggressive transnational corporations) has issued a new line of soccer-themed cigarettes.”
Excerpt of report, “Stop Big Tobacco from Undermining ‘Smoke-Free’ World Cup 2002,” published by Global Partnerships for Tobacco Control, a project of Essential Action, Washington, D.C., 2002.
Curator’s note: Essential Action, a corporate accountability organization founded in 1982 by American consumer advocate Ralph Nader, ceased its active operations in 2009, along with its bi-monthly publication Multinational Monitor. Robert Weissman, Essential Action’s director, became president of Public Citizen, a broader consumer advocacy organization founded by Nader in 1971. Various programs of Essential Action were absorbed by its parent organization Essential Information, which supports investigative journalism on consumer rights and corporate accountability.
“MEMORANDUM OF COOPERATION
BETWEEN THE WORLD HEALTH ORGANIZATION (WHO) AND THE FEDERATION INTERNATIONALE DE FOOTBALL ASSOCIATION (FIFA)” (5 pages)
“WHO and FIFA agree that tobacco and sports do not mix and that tobacco in any form must be removed from all football events associated with FIFA. The policy will start with the 2002 FIFA World Cup. This Memorandum defines the efforts of the two organizations in making the 2002 FIFA World Cup in the Republic of Korea and Japan tobacco free and will serve as the starting point for future cooperation on other FIFA events including the Women’s World Cup, the World Youth Championship. The Under-17 World Championship, the Women’s Under-19 World Championship, the World Futsal (Indoor Football) Championship, the Confederations Cup, the Club World Championship, and the Men’s and Women’s Olympic Football Tournaments…”
Football-themed cigarette pack produced by Semarang in Indonesia in 2015. Image from The use of sports imagery and terminology on cigarette packs from fourteen countries
[source: Section on “Tobacco pack advertising “ in “Football Sponsorship” by Tobacco Tactics, The University of Bath] (10 pages)
Curator’s note: Tobacco Tactics of the University of Bath in the United Kingdom has compiled an exhaustive list of efforts around the world by the tobacco industry to associate its products with soccer.
“With one-fifth of the world’s population, nearly a billion people, connected to football directly or indirectly, this sport provides the tobacco industry with a massive potential audience. By associating with football, the tobacco industry is able to increase brand awareness among key demographics in all parts of the globe, link their brand with images of health and success, normalise its presence and contribute towards its corporate social responsibility goals.”
“‘Buy TANG and
Join My Team…
FREE!'”
–Pelé
CAPTAIN
TANG Soccer Team
Sunday newspaper advertising supplement by Philip Morris, Inc. for TANG Breakfast Beverage Crystals
1987
Curator’s note: As part of Philip Morris’ support of the bid to bring the 1994 World Cup to the United States, the company not only used soccer as a way to promote Marlboro cigarettes but also to advertise some of its non-tobacco products. For instance, a 1987 promotion for Philip Morris’ TANG orange drink featured Pelé, who was identified as captain of the TANG Soccer Team, which children were encouraged to join. And when they watched the Spanish- language telecast of one soccer game in the spring of 1988, they could see Pelé, surrounded by Marlboro logos, at the Marlboro Championship Soccer Cup (Campeonato de Copa Marlboro). According to Pelé’s attorney, the soccer star was outraged and felt he had been duped into appearing at the game, since he had insisted in his contracts that he would never promote tobacco or alcohol products.
“JOIN THE
TANG SOCCER TEAM
POW!”
Comic book advertisement by Philip Morris, Inc. subsidiary General Foods Corporation for Tang Breakfast Beverage Crystals
The Mighty THOR JUDGMENT DAY!
Volume 1, Number 387
Marvel Entertainment Group, Inc.
January 1988
“OFFICIAL TANG SOCCER TEAM APPLICATION
GET THIS STUFF
ACTION POSTER OF PELÉ
OFFICIAL TANG SOCCER TEAM IRON-ON PATCH…
PELÉ’S BEST SOCCER TIPS,
PLUS A MEMBERSHIP CARD”
Curator’s note: Edson Arantes do Nascimento (1940 – 29 December 2022), better known by his nickname Pelé, was a Brazilian professional footballer who played as a forward from 1956 to 1977. He was a member of the Brazilian team that won three FIFA World Cup titles – in 1958, 1962, and 1970. In 1999, he was named Athlete of the Century by the International Olympic Committee and was included in the TIME Magazine list of the 100 most important people of the 20th century. In 2000, Pelé was voted World Player of the Century by the International Federation of Football History & Statistics. He and Diego Maradona were the joint winners of the FIFA Player of the Century honor. (Source: Wikipedia)
“Soccer,” a 12-page section of “TOBACCO INDUSTRY SPONSORSHIP OF SPORTS: A GROWING DEPENDENCY” (79 pages)
Report submitted by Alan Blum, MD, to the Interagency Council on Smoking and Health National Advisory Committee
October 27, 1988
Curator’s note: Congress banned cigarette advertising from TV effective January 2, 1971. Cigarette manufacturers circumvented the ban through the sponsorship of sports events that happened to be televised. In 1997 Alan Blum, MD, and Eric Solberg, MA, of Doctors Ought to Care (DOC) summarized this end-running of the law in two charts:
A TV Viewer’s Guide to Tobacco-Sponsored Sports USA, 1971-1997
A TV Viewer’s Guide to Tobacco-Sponsored Sports, Global, 1971-1997
See also “The Marlboro Grand Prix: Circumvention of the Television Ban on Tobacco Advertising” by Dr. Blum in The New England Journal of Medicine, March 28, 1991.
“Get on the ball.
Team up with the winners.
Be part of
World Cup Soccer ’86.”
Advertisement by Sports Excellence Marketing, Inc.
Advertising Age
June 6, 1985
“…Soccer is played by more people and watched by more people than any other sport on earth…”
“World Cup kickoff in Mexico
Billions expected to view finals”
Article by Julia Michaels and Stephen Downer
Advertising Age International
May 19, 1986
“The World Cup’s popularity provides unique advertising and marketing opportunities, especially for global advertisers.
“But because of the plethora of local restrictions on advertising around the world, marketers won’t be able to use tv spots created for a global audience…
“However, ISL [Marketing] has sold stadium boards to 12 global advertisers. Their product brands or company names will be visible throughout games…
“The 12 international sponsors are BATA, Canon, Cinzano, Coca-Cola Co., Fuji Film, RJR Nabisco (Camel cigarets), JVC, Opel, Gillette Co., Philips and Anheuser-Busch. Coca-Cola, Philips, Canon and Camel each will have four boards; the rest will have two each…”
“Cup fever
When it comes to soccer’s main event,
marketers go all out for the 1.5 billion fans“
Article by M. Thompson Noel
Advertising Age
March 1, 1986
“A Second Wind for Soccer?”
Article by Michael Hiestand
ADWEEK
April 25, 1988
“…[A] lineup of major corporations, as well as a new pro soccer league, are already positioning themselves to exploit a decision to stage the 1994 World Cup finals in the U.S….Anheuser-Busch, Gillette, Warner Communications, Coca-Cola, American Express, SmithKline Beckman, Union Pacific Railroad and Philip Morris have collectively kicked in more [than] $700,000 to support the U.S. bid…
“…Beth Kohl, manager/marketing programs for PM’s Marlboro brand, hears a distant rumble of sorts: ‘The company can’t get over the interest in the bid. There’s a fascination with the World Cup.'”
“SOCCER:
Cup Bid Hinges on TV”
Article by C.L. Smith Muñiz
Sports, Inc.
April 26, 1988
“MARLBORO WILL REFILL
ITS SOCCER CUP”
Article on soccer by C.L. Smith Muñiz
Sports, Inc.
September 12, 1988
“Philip Morris’ Marlboro brand, buoyed by strong attendance at two New York area dates in August, will renew its Marlboro Cup soccer promotion next year, possibly with more events and more prestigious teams…
“Philip Morris spent an estimated $3 million on the program in 1988. The company reportedly spent about $22,000 for a season-ending dinner reception in New York during the games last month. PM execs would not confirm figures…”
“1990 MARLBORO CUP TOURNAMENTS” (2 pages)
Article
USA Soccer News
December 1989
“Getting a leg up
on World Cup:
Vanguard of marketers try soccer to reach Hispanics, but in the process appear to be paving for the ’94 Cup to be held in the United States”
Article by Pat McGeehan
Advertising Age
August 29, 1988
“…A dozen companies…helped finance the winning bid that will bring the Cup to the U.S. for the first time in 1994. Among those that have kicked in cash and also have long-term sponsorship deals with Federation International de Football Association [FIFA], soccer’s international governing body, are Anheuser-Busch Cos., Coca-Cola Co., Gillette Co. and Philip Morris Cos….
“‘Soccer is the No. 1 sport among Hispanics,’ says Jack Manning, who heads the sports marketing division of RJR Nabisco, which recently began a soccer sponsorship program.
“RJR has attached its Camel cigarette brand name to a recreational tournament in Southern California, a series of seven exhibition matches featuring Olympic teams and a six-city tournament featuring top pro teams from five Spanish-speaking countries.
“The program is concentrated in the Southwest and West. The only other major sponsors of U.S. soccer events, PM and Procter & Gamble Co., also focus on the same regions…
“RJR’s rival Philip Morris expanded its Marlboro Soccer Cup this year from a single event in Miami to a series of four-team tourneys in cities with large Hispanic populations, including New York and Los Angeles…”
“IK ROOK NIET, IK SPORT”
Anti-smoking campaign images by Stichting Volksgezondheid en Roken (the Dutch Public Health and Smoking Foundation)
Circa 1990
“Quit”
Australian National Soccer League anti-smoking logo on t-shirt
AUSSIE SOCCER
March 1990
“VID REYKJUM EKKI”
[“WE DON’T SMOKE”] (4 pages)
Article about anti-smoking campaign featuring soccer players and other athletes
Takmark (Goal), Icelandic Health Department newsletter
May 1979
“SMOKE-FREE KIDS
THE TRUTH
About Tobacco & Performance” (2 pages)
Soccer-themed anti-smoking leaflet
Centers for Disease Control and Prevention
And the National Cancer Institute
Circa 1994
“If my opponents smoke, I’m halfway to a shutout.”
–U.S. Goalie
“To shut down their efforts, I’ve got to be quick. Cigarettes just slow you down.”
–U.S. Defender
“Show me a defender who smokes and I’ll show you a GOAL.”
–U.S. Midfielder
“Personally, I prefer to smoke defenders.”
–U.S. Striker
“HAGA UN GOLAZO..! NO FUME”
[“SCORE A GOAL..! DON’T SMOKE”]
“CUIDE SU SALUD”
[“TAKE CARE OF YOUR HEALTH”]
Anti-smoking sticker in Uruguay
1983
“IK ROOK NIET, IK SPORT”
Anti-smoking campaign images by Stichting Volksgezondheid en Roken (the Netherlands Public Health and Smoking Foundation)
Circa 1990
“OP BESLISSENDE
MOMENTUM
IS’T EEN PLUSPUNT
DAT IK NIET ROOK!”
[“AT CRUCIAL
MOMENTS
IT’S AN ADVANTAGE
THAT I DON’T SMOKE!”]
“PUFF….
WAT HEEFT ADRI VAN KRAAY
OP MIJ VOOR?”
[“PUFF….
WHAT DOES ADRI VAN KRAAY HAVE AGAINST ME?”]
“Als niet-roker heb je een sprintje voor.
Roken vermindert de conditie”
[“As a non-smoker, you have a head start
Smoking reduces physical fitness.”]
Poster by Stichting Volksgezondheid en Roken [Dutch Public Health and Smoking Foundation]
Circa 1990
Curator’s note: Adri van Kraay (1953- ) played for the Netherlands in the 1978 World Cup in Argentina, in which The Netherlands was runner up. He played professionally as a central defender and sweeper for PSV Eindhoven from 1971 to 1982, as well as with other teams before retiring in 1986 after 481 appearances.
Branding the Beautiful Game:
When Soccer Met Cigarettes
The title image is a cigarette trading card from the series of 50 “Footballers in Action,” issued in 1928 by Gallaher Ltd., Belfast & London, for Gallaher’s cigarettes.
“TOTTENHAM HOTSPUR V WEST BROM”
“The Hotspur won by three goals the League match with Albion at Tottenham in which this instance was snapped. George Ashmore, the Albion custodian, running out to make a clean catch of a hard shot, with Frank Osborne, the Hotspur forward, who is wearing a white jersey, closing in.”
ALL ITEMS IN THE EXHIBITION ARE FROM THE CENTER’S COLLECTION UNLESS OTHERWISE INDICATED.
Curated by Alan Blum, MD
Professor and Endowed Chair in Family Medicine
Director, Center for the Study of Tobacco and Society
College of Community Health Sciences
The University of Alabama School of Medicine, Tuscaloosa
Designed by Bryce Callahan
Web Developer II and Digital Exhibitions Designer
Center for the Study of Tobacco and Society
College of Community Health Sciences
The University of Alabama School of Medicine, Tuscaloosa
Digital Media and Collections Support by Rebecca Whiting, MLIS
Graduate Research Assistant, University of Alabama Center for the Study of Tobacco and Society
Doctoral Student, University of Alabama College of Communication and Information Sciences