ABSTRACT
Sponsorship of sports and cultural events has been a part of the promotional mix for Canadian tobacco manufacturers throughout the 20th century. In 1903, for example, the Red Cross tobacco brand was a prominent sponsor of a high wire act, in which a person crossed the Montmorency waterfalls that are located in the province of Quebec. A 1932 promotional campaign for Turret-a tobacco brand oriented toward the blue-collar class according to Imperial Tobacco documentation-offered cash prizes to those correctly estimating the number of goals thatwould be scored byNationalHockey League (NHL) teams. Sweet Caporal, another brand offered by Imperial Tobacco, sponsored the first Canadian football radio broadcasts during the 1930s (Cunningham, 1996).
