Sports and Drinking Advertising can lead to Alcoholism

There’s finally proof: Ads for alcohol lead to dangerous drinking among players and fans.

For years now, pro sports and ads for alcohol have been intertwined. The Super Bowl showcases almost as much beer as it does football, with pricey ads vying for sports fans’ attention between plays.

It shouldn’t be a surprise then that a new British study from the University of Manchester finds there is a direct link between alcohol sponsorship in the sports industry and hazardous drinking among sportspeople. Whether the game is soccer, football, baseball or rugby, the risks are the same across the board.

"This study … gives the stark messages that hazardous drinking, common in sport, is seen more when the individual or club is sponsored by the drinks industry,” said Professor Ian Gilmore, President of the Royal College of Physicians and chair of the U.K. Alcohol Health Alliance. “Providing discounted or free alcoholic drinks was the worst offender. Alcohol producers and retailers have worked long and hard to align themselves to the positive and healthy image of sport, and we now have evidence that this is not only proving effective but also potentially damaging to those that participate.”

Alcohol sponsorships in the sports world are big business, but it’s clear they lead to more consumption by fans. In France, alcohol-related sports sponsorship has already been banned. With all the money to be made, will the U.S. or U.K. ever consider a similar move? Only time will tell.

Alta Mira Treatment Programs offers contemporary and traditional treatment programs to help those who suffer from alcohol addiction.