ST. GEORGE — Sponsorships for smokeless tobacco products are a common sight at rodeos around the nation, but organizers of the St. George Lions Dixie Roundup Rodeo say they don't want the ads to continue at their venue.

"Smokeless tobacco products have never been recognized by the Lions Club (as an official sponsor)," said Joe Bowcutt, who serves as treasurer of the 110-member organization that last year donated nearly $44,000 to local charities. "We have a lot of other great sponsors that need to be recognized."

The Lions Club pledge to reject smokeless tobacco advertising comes on the heels of a request from members of the Healthy Dixie Council, which helps promote healthy lifestyles in the area.

Jordan Mathis, health educator with the Southwest Utah Public Health Department and a member of Healthy Dixie, said the Lions Club rodeo has promoted smokeless tobacco in past years by displaying banner ads and allowing sponsor flags at the rodeo grounds.

"It's a family event, and it's not right for children to be exposed to that marketing," Mathis said. "Last year a kid riding a horse in the rodeo arena was holding a sponsor flag for smokeless tobacco. That's breaking the law."

In November 1998, the U.S. Smokeless Tobacco Co. reached an agreement with 45 state attorneys general, including Utah, to adopt marketing and advertising restrictions and contribute to a national educational fund.

Kathy Kinsman, an attorney with the Utah Attorney General's Office who specializes in tobacco laws, said she drafted a letter to the U.S. Smokeless Tobacco Co. last year about its sponsorship of the Dixie Roundup Rodeo.

"We had photos of banners in the arena where children are doing activities and of what looked to be a minor carrying one of their flags, and we were concerned about that," Kinsman said.

The company said the minor should not have been carrying a sponsor flag and that it was "an oversight," she said.

"They disagreed that the company's signage had been displayed inappropriately in the rodeo arena, but they did request the rodeo to take steps to make sure it doesn't occur again," Kinsman said. "This is really a reoccurring issue with rodeos everywhere."

Bowcutt said he just doesn't remember ever seeing the sponsorship flag being carried by a minor.

"That's the only time I've ever heard of that happening," he said. "Twenty years ago someone said we could make a lot of money selling alcohol at the rodeo, but we don't do that either."

Sanctioned by the Professional Rodeo Cowboys Association, the Dixie Roundup Rodeo attracts thousands to the Dixie Sunbowl each September for three days of country concerts, parades, bullfighting, clown acts and other top rodeo events.

This year the rodeo is sponsoring a "tough enough to wear pink night" to help raise donations for local breast cancer awareness programs at Dixie Regional Medical Center.

The Dixie Roundup Rodeo is Sept. 13, 14 and 15, with advance tickets on sale starting Saturday. For more information contact the St. George Lions Club at 435-673-3301.

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E-mail: nperkins@desnews.com