British Olympic chiefs have been accused of encouraging underage drinking following their decision to allow the cider brand Strongbow to sponsor Team GB at the Rio Games.
Doctors, public health experts and alcohol groups are warning that Strongbow’s high-profile association with the exploits of British athletes in Brazil could lead to teenagers starting to drink and increase the amount of alcohol-related harm.
In a letter to the Guardian, members of the Alcohol Health Alliance (AHA)say that the sponsorship of Team GB by a cider brand will “promote the idea of drinking to our young people”.
The signatories include Dr Clifford Mann, the president of the Royal College of Emergency Medicine, which represents A&E doctors, Sarah Toule of the World Cancer Research Fund and experts in liver health. They say: “We are concerned that children will be encouraged to drink as a result. There is strong evidence that exposure to alcohol marketing leads young people to drink at an earlier age.
“We know from the research that exposure to alcohol messages increases the likelihood that non-drinking young people will start to drink, and increases the likelihood that existing young drinkers will drink more alcohol, and in a more risky fashion. This exposure also leads to more positive beliefs among young people about alcohol.”
Under the deal, Strongbow is featuring official Team GB branding on its products and spending several million pounds promoting its “supporting the supporters” campaign aimed at sports fans in Britain.
Heineken, the drinks multinational which makes Strongbow, has not disclosed how much it is paying the British Olympic Association (BOA), which did not have an alcohol sponsor when the Games was held in London four years ago.
But Strongbow rejected the AHA’s concerns and said its tie-up with Team GB and promotional campaign was aimed entirely at adults and would not involve any individual British competitor endorsing the drink.
“Our partnership is exclusively focussed on the adult fans who will be cheering on Team GB over the next two weeks. Strongbow will not be sold or promoted at Games venues, feature in TV coverage, or be linked to any individual member of Team GB,” said a spokesman.
The AHA letter adds: “A study of school children aged 13-14 from four EU countries found exposure to alcohol sports sponsorship through viewing a major football tournament was linked to a 70% increased chance of underage drinking.
“The later we can delay the uptake of drinking among young people, the better. We know that the younger people start to drink, the more chance there is that they will become dependent drinkers, with all the harm that causes to individuals, their families and society.”
When the sponsorship deal was agreed in April, Bill Sweeney, the BOA’s chief executive, said:“The fans made the difference in 2012 and with the team competing some 6,000 miles away in Rio we want to make sure they know they have the whole nation behind them all over again. Strongbow’s commitment to supporting the supporters and celebrating success is a great way of embracing that passion for our Olympians.”
The Portman Group, the alcohol industry trade body, defended the deal. “Alcohol sponsorship makes a significant contribution to the economy, supports major sporting events and provides essential investment for grassroots programmes. In the UK marketing alcohol to children is prohibited and alcohol sponsorship is strictly controlled. The strict rules are supported by all major sports organisations, alcohol producers and have been welcomed by the UK governments,” said a spokesman.
British Olympic chiefs criticised for Strongbow sponsorship of Team GB
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