Spring Training….. “swing batter batter”: Capitalize on baseball's efforts to remove its chewing tobacco image by using a unique marketing “pitch”

Arizona annually hosts spring training for major league baseball. In preparation for their baseball season, major league teams train for the sports season in the Valley of the Sun. Maricopa County Tobacco Use Prevention Program (MACTUPP) has built relationships with these major league teams to partner and recognize those local residents who have “kicked the habit” and completed a smoking cessation course through Maricopa County. Selected graduates are able to throw a first pitch at spring training games and have the pitcher sign their baseball. These first pitches provide recognition and allows baseball fans to support individuals who have made a positive healthy lifestyle change by quitting smoking.

As individuals walk out on to the mound to throw their pitch to commence the game, their quit story is read by the stadium announcer. As a result, the audience is inspired and those who may want to quit smoking or chewing tobacco are encouraged to contact MACTUPP and enroll in a smoking cessation class taught by a state certified instructor.

Last year alone MACTUPP participated in 13 spring training games reaching over 165,000. Targeting fans provides MACTUPP a great opportunity to send a positive message to “be tobacco free” reaching a diverse group of individuals.

The number of cessation referrals from these spring training games are monitored by our evaluation unit. We have a waiting list for cessation clients who want to participate.