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Marketing and Sponsorship

Health Body Urges Premier League To Look Beyond Booze Brands For Sponsors

The Alcohol Health Alliance called on the Premier League to follow the lead of sporting organizations in France "and look outside the alcohol industry for future high profile sponsorship deals," according to Richard Siddle of HARPERS. Alcohol Health Alliance Chair Ian Gilmore wrote to EPL CEO Richard Scudamore arguing that it is "morally wrong for huge multinational alcohol companies to target our children and young people through sport." Big name beer, wine and spirits brands "are all currently involved with a host of football clubs" and Concha y Toro has a high-profile link up with ManU for its Casillero del Diablo Chilean wine brand. The letter from the AHA "comes on the back of national media reports that Diageo is in the frame to battle Barclays to be the title sponsor of the Premier League." In his letter, Gilmore wrote, "Alcohol brands already dominate sporting events that attract children as well as adults, creating automatic associations between alcohol brands and sport that are cumulative, unconscious and built up over years. It is morally wrong for huge multinational alcohol companies to target our children and young people through sport." The Portman Group "was quick to counter the AHA allegations." In a statement, it said, "Once again, the AHA chooses to ignore the facts to further their campaigning objectives. Drinks companies abide by strict rules that ensure alcohol is not marketed to under-18s and in the UK the official government statistics show that the number of children drinking has been declining at a significant rate for over a decade" (HARPERS, 3/30).

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