First Ban On Alcohol Sponsorship Hits Sport

The first steps towards the outlawing of alcohol brands sponsoring sport have
been taken after industry body the Portman Group announced a ban on alcohol
brands’ logos appearing on children’s replica shirts from next year.

The decision taken by the Portman Group, which acts as a representative
member body for the alcohol industry on social issues, is seen as the first
stage of a gradual move towards a total ban on tie-ups between alcohol and
sport.

Drinks company logos will be banned from appearing on replica shirts from 1st
January 2008, following recommendations made in the Portman Group’s latest
consultation on codes of practice, concerning the negative impact of children
wearing kit endorsed by alcohol brands.

The decision will affect a host of Barclays Premiership football teams,
including: Liverpool, sponsored by Carlsberg; Everton, endorsed by Chang Beer;
and Scottish Premier League rivals Glasgow Rangers and Celtic, which each have
Carling on their shirts.

Other clubs to be affected include rugby union side Wasps, sponsored by
Magners cider, and a host of county cricket teams, including Essex, which is
endorsed by Shepherd Neame.

The Portman Group said the decision had been made with co-operation from
teams sponsored by drinks firms, but conceded there was ‘no evidence’ linking
underage drinking to alcohol endorsements on sports shirts.

David Poley, chief executive of the Portman Group, said: ‘There is no
evidence to link this marketing with underage drinking. Even so, drinks
companies are concerned about the negative perception caused by their logos
appearing on children’s shirts.’

The Portman Group, which regulates all issues to do with socially responsible
drinking, lists Barcardi-Martini, Carlsberg UK, Diageo, Inbev UK and Scottish
Newcastle among its members.