Health campaigners criticise SPFL for Carling sponsorship deal

Carling will partner with the SPFL for the next three seasons

Health campaigners have criticised the Scottish Professional Football League's new sponsorship deal with a major lager brand.

The SPFL announced the partnership with Carling for the next three seasons, which will see the brand promoted at league and Premier Sports Cup matches.

However Scottish Health Action on Alcohol Problems (SHAAP) said the deal will lead to more consumption of alcohol during a public health crisis.

Figures released last month by National Records of Scotland revealed there had been 1,277 alcohol deaths in Scotland in 2023, which marked the highest number in 15 years.

The partnership will see the company marketed as the official beer of the league.

The SPFL said this would include a number of "engaging opportunities for supporters" to get involved with.

'Out of step'

Dr Peter Rice, the chairman of SHAAP, said mass marketing lager to fans is "out of step" with the need to tackle the harm alcohol can cause.

He added: "All the evidence shows that the more we are exposed to mass marketing of this sort, the more alcohol is consumed and therefore the more damage to our health is done.

"Right now Scotland is in the grip of an alcohol public health crisis that needs to be addressed – encouraging people to consume more is not the answer.

"This lack of duty of care to fans flies in the face of our research which shows that while many football fans recognise the need to generate income for Scottish football, there is not so much appetite for that income to come from the alcohol industry."

Alison Douglas, the CEO of Alcohol Focus Scotland called the decision "particularly disappointing" given the recent statistics regarding alcohol deaths.

She said: “This marketing will be on full display to children across Scotland who idolise their teams and their favourite players. Big alcohol brands capitalise on this, signing deals with sports teams and leagues as a means to ‘recruit the heavy using loyalists of tomorrow’.

"The evidence is overwhelming, alcohol marketing increases alcohol consumption and early onset alcohol use by children and young people."

'A rich history'

Dr Rice called on authorities to "aim a bit higher" with sponsorship deals, and both SHAAP and AFS pointed to Scottish women's football as an example of this - with SHAAP itself having partnered with the women's game since 2019.

Neil Doncaster, SPFL group chief executive, said the deal was "fantastic news" as the company has "a rich history" of supporting the Scottish game.

Carling previously sponsored Celtic and Rangers, as well as the Scottish national team.

A number of clubs in Scotland have alcohol related sponsorship deals.

Lee Willett, Carling brand director at Molson Coors Beverage Company, said they were "committed to supporting the beautiful game at every level here in Scotland", citing grassroots initiatives.

The partnership was secured for the SPFL by the Scottish Football Marketing venture.