Health activists criticize SPFL for its sponsorship deal with Carling

Health campaigners have criticized the Scottish Professional Football League’s new sponsorship deal with a major lager brand.

The SPFL announced its partnership with Carling for the next three seasons, which will see the brand promoted in league and Premier Sports Cup matches.

However, Scottish Health Action on Alcohol Problems (SHAAP) said the deal will lead to increased alcohol consumption during a public health crisis.

Figures released last month National Records of Scotland showed that there were 1,277 alcohol-related deaths in Scotland in 2023, the highest number in 15 years.

The partnership will see the company marketed as the official beer of the competition.

The SPFL said this would include a number of “engaging opportunities for supporters” to get involved with.

Dr. Peter Rice, the chairman of SHAAP, said mass marketing of lager to fans is “out of step” with the need to tackle the harm alcohol can cause.

He added: ‘All the evidence shows that the more we are exposed to this type of mass marketing, the more alcohol is consumed and therefore the more damage is done to our health.

“Right now, Scotland is in the grip of an alcohol public health crisis that needs to be addressed – encouraging people to consume more is not the solution.

“This lack of duty of care to fans runs counter to our research, which shows that while many football fans recognize the need to generate revenue for Scottish football, there is not as much interest in generating that revenue from the alcohol industry.”

Alison Douglas, the chief executive of Alcohol Focus Scotland, called the decision “particularly disappointing” given recent statistics on alcohol deaths.

She said: “This marketing will be in full view of children across Scotland who celebrate their teams and their favorite players. Major alcohol brands are responding to this and making deals with sports teams and leagues as a means to ‘recruit the toughs with the help of tomorrow’s loyalists’.

“The evidence is overwhelming: alcohol marketing increases alcohol consumption and early alcohol use among children and young people.”

Dr. Rice called on the authorities to “aim a little higher” with sponsorship deals, and both SHAAP and AFS pointed to Scottish women’s football as an example of this – with SHAAP itself along with the women’s game since 2019.

SPFL Group CEO Neil Doncaster said the deal was “fantastic news” as the company has “a rich history” of supporting the Scottish game.

Carling previously sponsored Celtic and Rangers, as well as the Scottish national team.

A number of clubs in Scotland have alcohol-related sponsorship agreements.

Lee Willett, Carling brand director at Molson Coors Beverage Company, said they were “committed to supporting the beautiful game at every level here in Scotland”, citing grassroots initiatives.

The partnership for the SPFL was secured by the Scottish Football Marketing company.