What is the position relating to the advertising of alcohol in Sport?

Sponsorship

Alcohol advertising has been synonymous with the sporting industry for decades and has taken over from the Tobacco industry as the most heavily criticised form of advertising in the UK. It is still a form of advertising which is heavily involved with many sports throughout the UK.

For example football’s League Cup is sponsored by a beer brand as are Liverpool and Everton in the FA Premier League and Rangers and Celtic in the Scottish Premier League. The UEFA Champions League is sponsored by a beer brand as is the World Cup. It is not just football which is heavily involved with the alcohol industry with the Rugby Premiership in England also being sponsored by a notable alcoholic company.

Consumption at Sporting grounds

As many teams and competitions receive revenue through alcoholic sponsorship it is reasonable to believe that alcohol may be consumed at sporting grounds up and down the country and throughout Europe. This is the case but there are still some limitations on where this can be consumed.

For example at FA Premier League grounds up and down the country you can consume alcohol in the concourse areas of the ground but this cannot be taken into the seating area. Often fans visiting the ground in support of the away team will not be provided with alcohol. This is at the discretion of the home club.

For certain competitions for example the UEFA Champions League there is a complete blanket ban on any alcohol consumption inside any ground hosting a UEFA Champions League match.

Often the local police will also impose sanctions in relation to alcohol consumption in the stadiums surrounding areas on match day.

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