No Excuses Tobacco Free: A WNBA Sports Marketing Partnership

Audience: Communications staff, and program directors/managers working in health departments.

Key Points: A sports partnership must use efficient media strategies to be cost effective and to allow the partnership to receive the most return on investment.

Educational Experience: Examples of the media elements and data will be shown to demonstrate effective strategies utilized.

Benefits: Participants will benefit from learning how to develop a sports marketing partnership in a cost-effective manner. 

The WNBA Los Angeles Sparks partnership was meant to increase awareness with positive quit smoking messages and to drive traffic to smoking cessation resources, such as the California Smokers’ Helpline and www.NoExcusesLA.com. "No Excuses Tobacco Free" included a PSA shown during televised games, on the team website, and in-arena signage that included camera-visible underbelly and courtside rotational. LA County was the Presenting Partner at the Home Opener and other games known to draw significantly large diverse audiences. Other campaign elements included game program spotlights, on-court fan contests that promoted positive health, and interactive concourse exhibits. "No Excuses Tobacco Free" was featured on the Sparks website and in their official e-newsletter, and highlighted in pocket schedules and game advertisements. LA County and the Sparks conducted team practices at high schools where the majority of the students are vulnerable to high-risk behaviors, including smoking. During the practices, the players and coaching staff addressed the student body about the benefits of being tobacco free. During the campaign, LA County experienced significant traffic increases to the website and call referrals to the state Helpline.