Alcohol & Sport

SHAAP sponsorship of SWF National Performance League, 2019

In March 2019 SHAAP was delighted to form a sponsorship agreement with Scottish Women’s Football (SWF) for the National Performance League and the NPL Cup for 2019 and 2020, which is the elite level for girls’ football in Scotland. It is the first Scottish football body to be sponsored by an organisation which promotes actions to reduce and prevent alcohol harm. SWF does not accept sponsorship from gambling or alcohol organisations and SHAAP is proud to be associated with an organisation that actively works to promote sport and healthy living choices for young women and girls. Read the joint press release issued by SWF and SHAAP on 7th March at Hampden Park

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FYFA - Focus on Youth, Football & Alcohol, 2018 - 2020

FYFA will review policies related to young people, sport, marketing and alcohol with particular focus on football on international, national and local levels. Relevant stakeholders and decision makers will be interviewed at all levels. FYFA will organise an international conference in 2020 on Alcohol, Marketing, Sport and Youth – launching the project findings and recommendations.
FYFA is a joint initiative aiming to reduce underage drinking and heavy episodic drinking among young people, as both strongly affect the health and welfare of Europe’s population.Excluding tobacco and caffeine, alcohol is the psychoactive substance used most by young people in the European Union. Underage drinking and heavy episodic drinking of alcohol is of particular concern in Europe because it is related to the health and welfare of the population. A number of studies have linked alcohol use by young people to various problems, both short and long term.
FYFA will review policies related to young people, sport, marketing and alcohol with particular focus on football on international, national and local levels.Relevant stakeholders and decision makers will be interviewed at all levels. We will identify one local youth football club in six Member States, where young people, aged 13-15 participate in regular sporting activities and interview football club management to find out: attitudes, strategies to reduce drinking and harms for young people.Finally FYFA will organise an international conference on Alcohol, Marketing, Sport and Youth – launching the project findings and recommendations.
With our partner Eurocare SHAAP co-authored a report entitled ‘Focus on Youth, Football and Alcohol’ (FYFA) in December 2018. This report presents findings from Work Package 4, a review of international policies and practices related to young people, alcohol, marketing and sport at an international level.

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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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