Alcohol Focus Scotland and Scottish Health Action on Alcohol Problems have said it's time to end the alcohol industry's support of sport
A call has been made for alcohol sponsorship in sport to be banned.
Alcohol Focus Scotland and Scottish Health Action on Alcohol Problems (SHAAP) are calling for the Scottish Government to curb sponsorship of professional sport by alcohol companies following new research into the extent, nature and frequency of the practice.
The new research from Institute for Social Marketing and Health at the University of Stirling highlights that where alcohol companies sponsor clubs and tournaments there is high frequency of alcohol references, and advertising is sophisticated and integrated into the club identity.
Sponsors are visible throughout match-days with pitch-side hoardings and shirt sponsors but also in the pre-match build-up over days and weeks before competition with extensive social media activity, product endorsement from players, competition tie-ins and limited edition products.
Alison Douglas, chief executive of Alcohol Focus Scotland, said: “Sponsorship by alcohol companies has been woven into the fabric of the sports we love capitalising on our emotional connections to our teams and players, so that we associate certain alcohol brands with healthy activity and high-performing athletes.
“Sport should be clean – it should inspire good health and active participation - and to use it as a promotional vehicle for an addictive and health-harming product is simply unacceptable. The current system of self-regulation is no regulation. It is failing to protect people – especially our children and other vulnerable people. The Scottish Government needs to act.”
Dr Eric Carlin, director of SHAAP, said: “It’s easy to understand why many clubs are attracted to the income alcohol sponsorship can provide but we need to look to clubs and organisations who are managing well without this sponsorship and move away from products, like alcohol, which cause huge problems in Scotland.
“Scottish women’s football has shown leadership in rejecting alcohol and gambling sponsorship. It’s time for others to follow their lead and protect their fans and players. The Scottish Government needs to introduce comprehensive and robust restrictions on alcohol sport sponsorship.”
Dr Richard Purves, from the Institute for Social Marketing and Health at the University of Stirling, said: “This new research provides, for the first time, insight into the extent, nature, and frequency of alcohol sponsorship within two of Scotland’s most popular spectator sports, football and rugby union.
“Alcohol sponsorship was particularly visible in rugby union, both in terms of the number of sponsorship relations with alcohol companies and how often alcohol marketing references appeared in the television broadcasts analysed. For football, alcohol sponsorship appeared to be more prevalent amongst larger or more successful teams, for example those playing at the top-level, compared to clubs which offered fewer opportunities for national and international exposure, such as those in the lower-leagues.”
Investigators from Children’s Parliament found that 9-11 year olds had awareness and knowledge of alcohol sport with one child able to give specific details of pitch-side advertising and sponsorship activity he had encountered.
This week, Members of Children’s Parliament met with the First Minister and the Cabinet and called to make alcohol less visible for children. This includes ending sponsorship of sports and events at which children may be present in order to ensure all children grow up in an environment free from the negative impact of alcohol.
Sports minister Joe FitzPatrick said: "We welcome all emerging research on alcohol marketing in Scotland.
"We want to go further to protect our children and young people from alcohol harms and that is why I intend this year to consult on potential mandatory restrictions on alcohol marketing and advertising. Scotland will be the first of the UK nations to do so."
