The research, which was funded by Scottish Health Action on Alcohol Problems and undertaken by Dr Richard Purves and Dr Catherine Best of the University of Stirling, analysed 30-second broadcast intervals across Scotland matches, and found that alcohol advertising was present in almost a quarter of them, including frequent exposure to alcohol marketing throughout match coverage.

One of the striking findings from the study was that alcohol branding was actually more prevalent during the matches themselves than in commercial breaks, suggesting that restrictions on traditional advertising mediums may not go far enough in reducing exposure to alcohol brands.

The findings have provoked concern among advocates for a stronger stance on alcohol advertising in sport, who cite substantial evidence that exposure to alcohol advertising and sponsorship is associated with more positive attitudes towards alcohol, earlier initiation of drinking and increased consumption.

While the study acknowledges that ‘alcohol marketing in Scotland, including sports sponsorship, remains largely governed through UK-wide self and co-regulatory systems rather than comprehensive statutory controls’, it calls upon the Scottish Government to stay true to the pledges made in their strategic plan to prevent harm and promote recovery from alcohol, which sets out among its key priorities an aim to ‘reduce the attractiveness, affordability and availability of alcohol’. It also notes that devolved powers have previously been used to restrict the marketing of other health-harming products.

Dr Purves, from the Institute for Social Marketing and Health (ISMH) at the University of Stirling, said: “Exposure to alcohol sponsorship can shape attitudes towards drinking, encourage earlier initiation of alcohol use and contribute to increased consumption, so policymakers should consider restrictions on alcohol marketing to better protect audiences, which include children and young people.

Dr Richard Purves (Image: SHAAP)

“This means going beyond traditional advertising to address pitch-side branding, merchandise and other forms of promotion embedded within sporting events and broadcasts. Measures should also consider restrictions on alcohol brands themselves, including alcohol-free and low-alcohol products, as previous research has shown that young people can interpret these products as advertising for alcoholic drinks because of their almost identical branding.

“Major sporting events like the World Cup continue to expose millions of people to alcohol branding. While the Scottish Government cannot control sponsorship arrangements at international tournaments hosted elsewhere, it does have the power to act closer to home. The Scottish Government can learn from countries that have introduced statutory restrictions on alcohol marketing and use its devolved powers to strengthen protections against alcohol promotion.”

The majority of Scottish Premiership clubs either have alcohol-industry sponsors or partnerships with alcohol companies, and according to Dr Alastair MacGilchrist OBE, SHAAP Chair, that is no coincidence.

“Scotland’s first World Cup in almost 30 years was a huge moment for the country, and nobody wants to take anything away from the team or the fans,” Dr MacGilchrist said.

“But anyone watching at home saw alcohol branding around every two minutes - that is no accident.

“Recent polling found almost half of young adults following the World Cup noticed its sponsors, and nearly a third felt more positive about a brand because of its involvement. Some even said it led them to try a brand for the first time. That is exactly why alcohol companies want their names wrapped around football. Sponsorship builds familiarity, sells more alcohol and recruits the next generation of drinkers.

“Self-regulation has had decades to work - it has not protected children and young people. The Scottish Government has promised an alcohol harm prevention plan this year. That plan must set out clear restrictions on alcohol marketing, including sports sponsorship, and a timetable for bringing them in.”

Dr Alastair MacGilchrist (Image: Colin Hattersley)

While Dr MacGilchrist is calling for prompt action from the Scottish Government, he is also cognisant of the financial strain that an immediate removal of alcohol advertising and sponsorship may place upon Scottish football clubs, and the objections that would subsequently arise from boardrooms up and down the country.

But he cites other countries where alcohol sponsorship has already been phased out as the model to follow, while others who back a ban on alcohol advertising note that similar concerns were raised when tobacco marketing was banned in sport in the UK, when clubs and sporting organisations were able to find alternative revenue streams to plug the gap in their finances.

“We understand that clubs and governing bodies rely on sponsorship income,” he said.

“But sport adapted when tobacco sponsorship ended, France has banned alcohol sponsorship of sport for more than 30 years while its clubs continue to attract major sponsors and Scottish Women’s Football does not accept alcohol sponsorship.

“There are plenty of businesses that would welcome the chance to put their name on Scottish football. With a sensible lead time, it is for clubs and associations to find them, as other sports and other countries have done.”