A blanket ban on booze advertising could have “grave” implications for Scottish football, according to the game’s chief powerbrokers
The Scottish Government today launched a consultation to gather the public’s views on a restriction of alcohol advertising. But SPFL chief Neil Doncaster and SFA boss Ian Maxwell have warned that the unintended consequences for Scottish football could be catastrophic. Both governing bodies will contribute to the consultation launched by the decision makers in Holyrood, but have been quick to warn against potentially depleting a much-needed revenue stream for many clubs.
The pair also fear that it could have an impact on major events being held in Scotland at various venues, including stadiums. At the forefront of their minds is Scotland’s joint bid to host Euro 2028 along with England, Wales and Ireland. UEFA competitions bring with them a wealth of sponsors, among which are leading alcohol brands who have a big pitch-side presence.
FIFA is currently trying to solve a contractual headache with Budweiser after it was reported that beer will not be sold in or around stadiums during World Cup matches in Qatar. Both Doncaster and Maxwell have urged caution over cutting back on ads that promote pints, citing a knock-on effect on clubs competing in European competition.
In a joint statement, released on Friday, Doncaster said “We will take time to consider these proposals in far greater detail and respond in due course, but even at an initial stage, it is clear that the sporting, social and financial implications could be extremely grave.
“Sport worldwide depends to a very great degree on sponsorship, and drinks companies have a long and supportive history in the Scottish game. Their valuable financial contribution is hugely important to the wellbeing of our sport and its ability to support a range of social benefits. To remove that revenue stream, at a time when we are experiencing the most significant economic challenges for a generation, could have huge implications for clubs and Scottish sport more generally.”
“Over recent years, Scottish football has made enormous strides, leading the charge in promoting responsible drinking, which should not be regarded as an inherent evil, but something that the vast majority of the adult population enjoy in moderation.
“That said, the Scottish Government’s initial proposals raise a number of very profound questions. To consider just one example, if the government enforces a blanket ban on alcohol advertising in Scottish football stadia, there could be enormous consequences for all Scottish clubs playing in Europe, where brewers such as Heineken are at the centre of UEFA’s family of sponsors.”
Maxwell added: “Scottish football is already restricted by the Criminal Justice (Scotland) Act 1980, which for more than 40 years has prohibited the sale of alcohol within football grounds. As a consequence, we cannot control consumption levels that take place outside of the stadium bowl and thus cannot be part of a data-led solution.
“We will contribute to the consultation to ensure a fact-based approach and to highlight the consequences of any legislation being imposed, not just financially, but in potentially being precluded from bidding for major football events, as well as other world-class, international sporting events where alcohol partnerships are an integral part of a diverse sponsorship portfolio.
“For the avoidance of doubt, the national game remains supportive of responsible drinking campaigns, especially aimed at harmful drinkers, and will continue to use the power of football to promote that responsibility for the benefit of all concerned."
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