Alcohol & Sport

'Alcohol marketing during the 2020 Six Nations'

In 'Alcohol marketing during the 2020 Six Nations Championship', researchers at the University of Stirling examined the prevalence of alcohol advertising in the 2020 Six Nations, how this differs across host countries in relation to their marketing policies and the implications of Ireland’s November 2021 marketing policy changes.The report found alcohol references every 12 to 15 seconds during matches between UK nations and that, during the Scotland vs. England match played in Scotland, alcohol was referenced 961 times and 0.4% of these references were accompanied by responsible drinking messages. Further evidence showed that even when countries do have marketing restrictions in place, the alcohol industry works to circumvent them by linking imagery to the brand without explicitly naming it. 



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.


'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.