In the UK, rugby league chiefs plan to re-open talks with Silk Cut, sponsors of the Challenge Cup, following the overturning of the ban. Silk Cut's sponsorship of the competition is due to end after next season's final in April.
Greg McCallum, the RFL director, said: "Silk Cut had a two-year option to extend their sponsorship and they had indicated to us that they would be looking elsewhere. But we would be delighted to sit down and talk with them about the two-year option."
Other sports, including cricket, darts, ice hockey and snooker, are likely to re-evaluate their own positions.
However, motor racing remains committed to its decision to end all tobacco advertising by 2006.
Just 24 hours before the European Court of Justice ruling, the International Automobile Federation (FIA) confirmed that all tobacco sponsorship would cease by 2006. The FIA believe their decision to introduce a worldwide ban on tobacco advertising has simply pre-empted future international legislation.
Despite the European Court of Justice?s ruling, the UK government has vowed to introduce its own law, although the World Health Organisation's (WHO) Framework Convention on Tobacco Control (FCTC) could come first.
It would constitute a worldwide ban on all forms of tobacco promotion, with WHO member states legally bound to follow it.
Richard Woods, FIA director of campaigns, explained: "As nations worldwide ratify the FCTC, international motor sport will face an increasingly limited tolerance of tobacco advertising and sponsorship.
"This will be a highly unpredictable situation for both the FIA and for those in motor sport that rely on commercial sponsorship. It is suggested that it is better to anticipate the impact of the FCTC, and provide a stable and predictable future for international motor sport.?
Reuters
