Alley-Cats Scramble bike courier competition

Marketing Magazine, May 5, 1998, Vol 103

Rothmans, Benson & Hedges Inc. got the best exposure ever for itsDunhill cigarette brand as this year's title sponsor of The Alley-CatsScramble, an annual bike courier competition in Toronto. It's the onlysponsorship vehicle for the Dunhill brand, which has sponsored the eventfor two years. But that may change as tobacco sponsorship restrictionskick in this October.

The Scramble, held April 24-25 in Toronto, attracts a youthful crowdwho are attracted to the edgy, bike courier culture. The two-day eventconsisted of races and tests of skill among 180 international bike couriers,as well as a performance by the garage band Junkhouse. The event drew 4,000people this year, triple the number attending last year's event. The eventwas supported by $200,000 in ads in the Toronto Star and Toronto-basedalternative weeklies Now and eye. "We had heard about the Alley-Cats people,and they were looking to take the existing event to the next level," saysDunhill brand manager Roger Nault.

For Dunhill, it's a chance to "be a part of a community," says Jim Feeney,who handles the Dunhill account at Saatchi & Saatchi, Toronto. Thatdesire to get closer to this "community" -- smokers age 20-plus -- raisesthe hackles of anti-tobacco activists.

Rob Cunningham, senior policy analyst with the Canadian Cancer Society,says Dunhill has no right sponsoring a "youthful, active event." He hopesthe restrictions the Tobacco Act will place on tobacco sponsorships willforce Rothmans out of the Scramble. The Tobacco Act, which takes effectOctober 1, will limit promotional materials for events to publicationswith a predominantly adult readership. It will only allow promotional signsto be displayed at the event site or where young people are, by law, notallowed (bars for example).

As to whether Dunhill will be the title sponsor at next year's Scramble,Nault says "that's a tough one, based on what happens with (the tobacco)legislation." Meanwhile, Laura Hopcroft of Toronto-based Boundless, whichhandled communications for the Scramble, says the Tobacco Act restrictionsmean the event will likely have to look for a new sponsor.