The Calling Time campaign, which calls for a ban on alcohol sponsorship of Scottish sport, was as an official sponsor of the 2023 Scottish Masters Cup, which took place on Saturday 9th of September. 
 
The campaign, run by Scottish Health Action on Alcohol Problems (SHAAP), is based on a wide body of evidence which shows that exposure to alcohol marketing drives consumption and contributes to poor health and cuts lives short. This is particularly problematic for vulnerable groups such as children and young people and people in recovery.  

Every day in Scotland, more than 3 people lose their lives because of alcohol and another 100 are hospitalised. 
 
The Calling Time campaign is based on the premise that Scottish sports’ fans, including those of big football clubs, should not be exploited by an industry that ultimately causes harm to fans. 
 
Countries such as Ireland, France, Norway and Lithuania have already implemented partial or complete statutory bans on alcohol sponsorship of sports.
 
The Scottish Masters event featured a series of short matches from footballing legends across Scotland’s famous football teams: Rangers, Celtic, Hibs and Hearts , with Celtic ultimately winning the cup!