British Olympic chiefs "have been accused of encouraging underage drinking following their decision to allow the cider brand Strongbow to sponsor Team GB at the Rio Games," according to Denis Campbell of the London GUARDIAN. Doctors, public health experts and alcohol groups "are warning that Strongbow’s high-profile association with the exploits of British athletes in Brazil could lead to teenagers starting to drink and increase the amount of alcohol-related harm." In a letter, members of the Alcohol Health Alliance said that the sponsorship of Team GB by a cider brand will "promote the idea of drinking to our young people." Under the deal, Strongbow is featuring official Team GB branding on its products and spending several million pounds promoting its "supporting the supporters" campaign aimed at sports fans in Britain. Strongbow "rejected the AHA’s concerns and said its tie-up with Team GB and promotional campaign was aimed entirely at adults and would not involve any individual British competitor endorsing the drink." The Portman Group, the alcohol industry trade body, "defended the deal." A spokesperson said, "Alcohol sponsorship makes a significant contribution to the economy, supports major sporting events and provides essential investment for grassroots programs" (GUARDIAN, 8/7).
