Letter: Life after ban on tobacco cash

Sir: Australia has recent experience with a government ban on tobacco sponsorship of sporting and cultural events (Letters, 22, 24 May). As is now occurring in Britain, many sporting groups feared that the bans would devastate their sports. They argued that because tobacco companies were excluded from print, broadcast, cinema and outdoor advertising, they had open chequebooks to sponsor sport to levels way beyond the rate set by companies who had the choice of using these other advertising media.

However, the post-ban situation is salutary. The 13-year Rothmans sponsorship of Rugby League ended in 1995, with Rothmans spending A$5m in cash in addition to paying for promotions. In 1996, this was replaced with A$6m from a telecommunications company (Optus), with a promise of A$8m per year until a A$40m package has been achieved. In addition, Qantas paid A$4m for naming rights to the finals series.

Ansett airlines replaced Benson & Hedges sponsorship of the cricket season. Apart from Australia's 3-0 loss to England, there are no signs that the health of Australian cricket has suffered.

The TV, radio, cinema, billboard and publishing industries have all survived tobacco advertising bans. The Australian experience shows that sport can, too.

Associate Professor SIMON CHAPMAN

Chair, Action on Smoking and Health

Woolloomooloo, New South Wales