Alcoholic Sponsors On Football Shirts: What's The Ban?

Alcohol sponsorship has been a staple of the sporting industry for decades, with alcohol companies sponsoring major football teams and tournaments. However, there has been a decline in alcohol sponsorship in football in recent years, with the 2017/18 season being the first without alcohol company shirt sponsors in the Premier League. While there is no explicit ban on alcohol sponsors on football shirts, some countries have implemented restrictions on alcohol-related sponsorships in sports. For example, France has a blanket ban on alcohol-related sponsorships for cultural or sporting events, and Spain has banned the sponsorship of alcohol with an ABV of 20% or higher in sports. In the UK, alcohol sponsorship in football has been voluntarily removed from children's replica kits, and there are regulations in place to ensure that alcohol advertising targets adults. While there is no comprehensive ban on alcohol sponsors on football shirts, the trend towards restricting alcohol sponsorship in sports is gaining momentum in some countries.

Alcohol sponsorships in football have declined in recent years

Alcohol sponsorships in football have indeed declined in recent years. In the 2017/18 season, there were no alcohol sponsors on shirts in the Premier League for the first time, marking a shift away from alcohol companies as primary sponsors. This trend is not limited to the Premier League, with other European countries also taking steps to reduce alcohol sponsorships in football. For example, Spain banned the sponsorship of alcohol with an ABV of 20% or higher in sports in 2012, and France has had a blanket ban on alcohol-related sponsorship of cultural or sporting events since the Loi Évin was passed in 1991.

The decline in alcohol sponsorships in football can be attributed to several factors. One factor is the increasing scrutiny of the alcohol industry and the recognition of the potential harm caused by promoting alcohol in sports. This has led to voluntary actions by alcohol companies, such as the removal of alcohol sponsors from replica kits for children in the UK in 2007, and the subsequent Scottish legal ban on alcohol adverts on children's kits in 2009. Additionally, there has been a growing trend of foreign managers and an increased focus on health and fitness in football, which has contributed to a decline in the drinking culture associated with the sport.

Another factor contributing to the decline of alcohol sponsorships in football is the rise of alternative sponsors, particularly from the gambling industry. Gambling companies have become prominent sponsors of football clubs, offering lucrative deals that can be hard for clubs to refuse, especially for those outside the top tiers of the sport. This shift towards gambling sponsors has led to concerns about the normalization of gambling and its potential negative impact on young fans. As a result, there have been calls for regulations and restrictions on gambling sponsorships, with the Premier League announcing a ban on front-of-shirt gambling sponsors from the 2026-27 season.

While alcohol sponsorships in football have declined, it is important to note that they have not disappeared entirely. Alcohol companies still maintain commercial agreements with football associations and tournaments, and some clubs continue to have alcohol sponsors on their sleeves or in other forms of advertising. Additionally, there are loopholes that allow for the promotion of low-alcohol beers, as seen with Carlsberg's sponsorship of UEFA Euro 2016.

Overall, the decline in alcohol sponsorships in football reflects a changing landscape in the sport, with increasing awareness of the potential harms of alcohol promotion and a shift towards alternative sponsors. While progress has been made, the issue remains complex, and further steps may be needed to fully address the presence of alcohol advertising in football.

Gambling shirt sponsors in the Premier League will be banned from 2026

Alcohol companies have long been sponsors of major association football teams and tournaments. In England, football had a drinking culture, which declined from the late 1990s due to foreign managers such as Arsène Wenger and an increased focus on health and fitness. While there is no written rule against alcohol sponsors, branding has been voluntarily removed from children's replica kits and banned outright in France.

In 2012, Spain banned sponsorship of alcohol with an ABV of 20% or higher in sports. In June 2007, the Portman Group, representing Britain's drinks industry, voluntarily agreed to remove alcohol sponsors from replica kits for children. Carling removed their branding from children's Celtic and Rangers kits in 2008, ahead of a Scottish legal ban on alcohol adverts appearing on children's kits in 2009.

Eight of the 20 Premier League clubs – Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham – have betting companies as front-of-shirt sponsors, with the collective value of those contracts estimated at £60 million per year. The ban will not affect other forms of gambling advertising, such as pitchside hoardings, or shirt sleeve sponsorships.

While the ban has been welcomed as a significant acceptance of the harm caused by gambling sponsorship, critics argue that it does not go far enough. They believe that without government action on all forms of gambling advertising in football, online casinos will continue to market their products through the sport.

Alcohol advertising is banned in France and restricted in Spain

Alcohol advertising laws vary across the world, with some countries banning it outright, while others impose various restrictions. France and Spain, for example, have taken different approaches to regulating alcohol promotion.

In France, alcohol advertising is heavily restricted and subject to strict regulations. The Loi Évin, enacted in 1991, prohibits the use of sponsorship to promote alcohol. This means that visiting sports teams must remove alcohol branding from their kits when playing in France. The law also bans alcohol advertising on television, in cinemas, and at cultural and sporting events. While there are some permitted mediums for alcohol advertising, such as adult press, radio during specific time slots, billboards, and online platforms (with exceptions for sports organisations targeting youth audiences), the Évin Law sets out stringent controls. Any medium not explicitly listed in the law is prohibited. Additionally, alcohol advertising must include a health message, warning that excessive consumption is harmful.

Spain, on the other hand, implemented a ban on the sponsorship of alcoholic beverages with an ABV of 20% or higher in sports in 2012. This restriction targets high-strength alcoholic drinks and prevents them from being promoted through sports sponsorships. However, beverages with a lower ABV are not subject to the same level of restriction and can still be advertised and sponsored in sports.

The varying approaches to alcohol advertising in France and Spain reflect the ongoing debate surrounding the influence of alcohol promotion in sports. While France has opted for a comprehensive ban on alcohol sponsorship, Spain has chosen to regulate based on the strength of the alcoholic beverage. These contrasting strategies demonstrate the complexities of balancing public health concerns with commercial interests in the sports industry.

In addition to France and Spain, other countries have also implemented restrictions on alcohol advertising in sports. For instance, in Scotland, a legal ban on alcohol advertisements on children's kits came into force in 2009, prompting alcohol brands to voluntarily remove their branding from kids' replica kits. Similarly, in England, alcohol consumption is prohibited in certain areas of football grounds with a view of the pitch, and it is not allowed at all in Scottish grounds outside of corporate hospitality areas. These measures aim to reduce the visibility and association of alcohol with sports, particularly for younger audiences.

Alcohol companies can brand football shirts if they promote low-alcohol beer

Alcohol has been a part of the sporting industry for decades, and its sponsorships are still prevalent in football. However, there is a growing movement to ban alcohol sponsorships in football, particularly in youth football and on replica kits for children. While there is no explicit ban on alcohol sponsors for football shirts, there are some restrictions and voluntary removals. For example, by the 2017-18 season, there were no alcohol sponsors on shirts in the Premier League, and alcohol companies have voluntarily removed branding from children's replica kits in the UK.

Despite the decline in alcohol sponsorships, there exists a loophole that permits alcohol company branding if it promotes low-alcohol beer with an ABV of under 1.2%. This loophole allowed Carlsberg to sponsor UEFA Euro 2016 in France. Additionally, in June 2019, North America's Major League Soccer allowed liquor and gambling companies to sponsor jerseys and stadiums.

While the UK's advertising industry claims that a complete ban on alcohol advertising in sports would be costly and unlikely, other countries have taken a more restrictive approach. France, for instance, has a blanket ban on alcohol-related sponsorships for cultural or sporting events, and Spain banned alcohol sponsorships in sports with an ABV of 20% or higher in 2012.

The debate around alcohol sponsorships in football is complex and multifaceted. While some argue that alcohol sponsorships should be banned entirely, others point out the financial benefits for clubs and the lack of a written rule against alcohol sponsors. As such, alcohol companies can still brand football shirts, especially if they are promoting low-alcohol beer that falls within the permitted ABV limits.

It is worth noting that the landscape of football shirt sponsorship is ever-evolving, and the industry is responding to changing social norms and public sentiment. While alcohol companies can currently brand football shirts, particularly when promoting low-alcohol beer, the future of such sponsorships remains uncertain as public attitudes and regulatory landscapes evolve.

Youth teams cannot advertise alcohol on their shirts

While there is no explicit ban on alcohol sponsors on football shirts, youth teams cannot advertise alcohol on their shirts. This rule is in place for youth teams in several countries, including the UK, France, and Scotland.

In the UK, the Portman Group, which represents Britain's drinks industry, voluntarily agreed to remove alcohol sponsors from replica kits for children in 2007. This decision was made in response to concerns about the influence of alcohol advertising on minors. Following this, Scotland implemented a legal ban on alcohol adverts on children's kits in 2009.

France has taken an even stricter approach, with the Loi Évin enacted in 1991, making it illegal to use sponsorship to promote alcohol. As a result, visiting foreign teams must remove alcohol branding from their kits when playing in France.

The issue of alcohol sponsorship in football has been a topic of debate for several years. While some countries have implemented restrictions or bans, others have allowed alcohol companies to sponsor major association football teams and tournaments. In 2012, Spain banned the sponsorship of alcohol with an ABV of 20% or higher in sports.

The decline in alcohol sponsorships in football is also due to other factors, such as the increasing focus on health and fitness, and the rise of foreign managers who challenge the traditional drinking culture in football. Additionally, the gambling industry has overtaken alcohol as one of the most prominent sponsors in football, although there are ongoing discussions and efforts to reduce gambling sponsorships as well.

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