Firms that make and sell alcoholic drinks are important sponsors of football clubs given that they give access to young males who are likely to buy their products. However, boorish behaviour by cricket fans may be the final straw that leads to a ban on sponsorship by drinks firms, as has already happened for tobacco. It is felt that the glamorous association between sport and drink may contribute to the rise in alcohol abuse and alcohol-related illness in Britain.
Firms that make and sell alcoholic drinks are important sponsors of football clubs given that they give access to young males who are likely to buy their products. However, boorish behaviour by cricket fans may be the final straw that leads to a ban on sponsorship by drinks firms, as has already happened for tobacco. It is felt that the glamorous association between sport and drink may contribute to the rise in alcohol abuse and alcohol-related illness in Britain. As a book called Bar Wars pointed out New Labour got itself into an unholy alliance with the drinks industry, but that is another story. However, the Government is unlikely to make a move before the election and a new Government may take a different view, although the medical lobby is strong and the pressure against tobacco told in the end. Carlsberg have a long-running association with Liverpool and Heineken paid £66m over three years to put its name on the Champions League. It may not be last drinks yet, but the end of the party may be in sight.