Magazine article Marketing

Nicorette Ditches Rally Deal as Marlboro Signs

Magazine article Marketing

Nicorette Ditches Rally Deal as Marlboro Signs

Article excerpt

Nicorette, the nicotine replacement product, is abandoning its sponsorship of British rallying star Richard Burns after his Peugeot team struck a more lucrative agreement with Marlboro, the world's biggest cigarette brand.

Nicorette's owner, pharmaceuticals company Pharmacia, said in a terse statement it would not seek an alternative sponsorship deal.

Its decision could come as a long-term blow to motorsport outfits which need to replace tobacco sponsors ahead of a European Union ban on such deals that comes into effect in July 2005.

'Nicorette regrets the recent change in sponsorship of the Peugeot World Rally team, and therefore feels it necessary to terminate its ongoing involvement,' said the company.

Under the deal with Marlboro, owned by US tobacco giant Philip Morris, this year's Peugeot team in the World Rally Championship is now decked in the red and white colours of the cigarette brand. The deal is worth an undisclosed sum.

Pharmacia had signed the two-year deal at the beginning of last year with the intention of using Richard Burns, then world champion, as a marketing platform to promote its Nicorette-branded products, which include patches, gums, inhalers, nasal sprays and microtabs. …

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