The Effects of Alcohol Sponsorship on Young Athletes

A recent study conducted by researchers at Monash University and the University of Manchester in England examines a link between alcohol sponsorship and hazardous drinking among UK athletes. Recent findings published in the journal Addiction show that restrictions or bans on alcohol sponsorship and advertising in sports throughout Australia, New Zealand, UK, Ireland and South Africa, could help resolve the issue.

For the study, researchers surveyed more than 2,000 sports people from universities in the North West, Midlands, London and Southern regions of England. Most of the involved participants were involved in a community sport, and around one-third reported being sponsored by an alcohol-related industry such as a brewer or pub.

Those who received alcohol sponsorship typically consumed more and were at higher odds of hazardous drinking that accounted for certain factors, such as the type of sport played, age, gender, disposable income and region.

Researchers found that overall, alcohol consumption was generally high among athletes. However, 50 percent of those sponsored by an alcohol-related industry had scores on the World Health Organization's Alcohol Use Disorders Identification Test that indicated a need for brief counseling and further monitoring of drinking compared to another 39 percent of non-sponsored athletes.

"Alcohol sponsorship (and the drinking culture it perpetuates) appears to be one of these reasons," said Associate Professor and lead study author Kerry O'Brien from Monash University, in a news release.

O'Brien reiterates that it has been known for a while that excessive drinking is more common in young athletes. However, researchers are just now starting to understand why.

Researchers tested the alcohol industry's argument that the effect of sponsorship on alcohol consumption may just be unique to areas of New Zealand or due to heavy drinkers who sought out alcohol sponsorship. However, the findings show that the effects of sponsorship on drinking remain even after accounting for sponsorship seeking and other factors.

"I think most people would agree that sport is an important marketing tool for the alcohol, gambling, and fast foods industries, in much the same way it was for tobacco," he concluded. "Our study raises the question of whether sports that have such sponsorships and advertising might promote poorer health and social outcomes."