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).
