Alcohol & Sport

Alcohol and Sports Sponsorship: Recommendations for Action, 2020

New research from the Institute for Social Marketing and Health at the University of Stirling illustrates the extent, nature, and frequency of alcohol sponsorship in professional football and rugby union in Scotland. The key finding is that while only a small proportion of football and rugby union sponsors are alcohol companies, the wraparound nature of alcohol sponsorship means that when it is present, it is frequent and pervasive. Sport sponshorship provides an important and unique route for alcohol companies to promote their brands. It capitalises on our love of sport and emotional connections to our team and players, so that we associate alcohol brands with healthy activity and high-performing athletes.

Read the report for SHAAP's and AFS's recommendations to the Scottish Government to protect people - particularly the young and vulnerable - from the influence of alcohol and sports sponsorship.

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'Foul Play' report, 2017

The influence of alcohol marketing on people’s consumption of certain brands and alcohol in general is well documented. In particular the harmful effects of such advertising on children and young people who attend sporting events are a great cause for concern and SHAAP calls for immediate action to ban alcohol advertising and sponsorship in sports-related settings. Regulation, similar to the Loi Évin in France, should be used as a minimum standard, although even this can be cleverly circumvented, as demonstrated in the 2017 report ‘Foul Play? Alcohol marketing during UEFA Euro 2016’, by researchers at the Institute for Social Marketing, University of Stirling and funded by the Institute of Alcohol Studies (IAS), SHAAP, and Alcohol Action Ireland.

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