EUCAM - European Centre for Monitoring Alcohol Marketing

Ban on alcohol sports sponsorship would have 'little effect', claims report

19 February 2010

Ban on alcohol sports sponsorship would have 'little effect', claims report Calls by MPs to take a tougher stance on alcohol sponsorship around sports would have "little effect" on underage drinking, according to new research.
A study by Cardiff Business School’s Dr Fiona Davies, published today by the International Journal of Sports Marketing & Sponsorship, has found there are no significant statistical correlations between sports sponsorship awareness and attitudes to alcohol use.

Source: Brand Republic
Date: 11 February 2010

Although boys with greater awareness of sports sponsorship were slightly more likely to drink alcohol, the extent of their engagement in sport was a much stronger predictor, than their sponsorship knowledge of intentions to drink alcohol and to get drunk.

The results suggest that banning alcohol sponsorship of sport would only have significant impact if it were part of a much wider campaign, designed to break the longstanding links between sport and alcohol in British male culture.

Davies said: "Boys with sporting interests appear to be influenced towards drinking and drunkenness by the traditional macho sporting culture, rather than the presence of alcohol sponsorship.

"Alcohol sponsorship does play a part in perpetuating and normalising this culture, and so has some additional influence." But the findings indicate that banning it would have little effect on such traditional male practices as drinking after playing sport, or watching televised matches with a beer in hand.

Involvement in sport had no impact on girls’ attitudes to drinking, according to the survey. This may be "because the sports that interest them are less associated with alcohol, or that they do not wish to subscribe to the traditional male sporting culture".

The study investigated attitudes to alcohol, sport and sport sponsorship among nearly 300 14 to 15-year-olds in a "typical" UK city.
Davies’ research follows mounting pressure on the alcohol industry to significantly curb its marketing activities.

In January, a health select committee made up of influential MPs highlighted digital marketing and sponsorship as particular areas of concern, and suggested drinks brands should not be permitted to run activity around sports events if more than 10% of those attending are under 18.

Last September, the British Medical Association called for a complete ban on alcohol advertising and marketing, from television advertising to the sponsorship of music festivals and football, by drinks brands, as part of a nine-point plan to tackle problems including binge drinking by young people.

The BMA report claimed that the £800m spent annually on promoting alcohol to consumers needed to be curbed to tackle drink-related problems in the UK.

EUCAM news

RSS feed