Submission to the Interdepartmental Working Group on Regulating
Sponsorship by Alcohol Companies of Major Sporting Events
6 June 2014
Introduction
Established in 1963, the Irish Cancer Society is the national cancer charity. Our vision is that every
person in Ireland will have access to the best possible cancer services; will have the lowest risk of
getting cancer, the highest survival rates and the best support and information available when
affected by cancer. Our goals are cancer prevention, early detection and fighting cancer with three
programme areas to achieve them: advocacy, cancer services and research.
Alcohol is one of the most preventable causes of cancer in Ireland. Every year, approximately 900
new cancers and 500 cancer deaths are attributable to alcohol.i Drinking can be attributed to seven
different cancers, with the most common being cancers of the mouth, head and neck, liver, breast
and colon.
Ireland has an unhealthy relationship with alcohol. We are drinking substantially more than we
were 50 years ago. Research has concluded that the more a person drinks, the higher their risk of
developing cancer. If we are to act on decreasing cancer incidence in the Irish population,
encouraging a reduction in alcohol intake is a must.
A ban on the sponsorship by alcohol companies of major sporting events will not achieve this on its
own. But as part of a number of measures contained in the Public Health (Alcohol) Bill 2013, it can
work in reducing the dangerously high levels of alcohol consumption in Ireland and thus reduce the
incidence of alcohol-related cancer.
The Department of An Taoiseach has set out a number of questions it wants interested parties to
answer for the benefit of the Working Group. The Irish Cancer Society will not discuss the value of
alcohol sponsorship to sporting organisations. However, what we will refer to is the public health
need of a reduction in alcohol consumption.
Q3: What evidence is available on the impact of sports sponsorship as part of
integrated marketing tool to promote alcohol consumption?
The Irish Cancer Society believes it is a false premise to separate the sponsorship of an event from
any other sports based marketing. Whether the event is sponsored by alcohol, the stadium is
sponsored by alcohol or the two teams have an alcohol sponsor, marketers approach sporting
events in a strategic way, using a multi-faceted approach.
Much of the focus on the sponsorship of sporting events is on the impact on young people and
adults. Alcohol Concern Cymru carried out a study looking at the recognition of alcohol brands by
primary school children in Wales. Of the 401 ten-and-eleven-year old children who participated in
the survey, 79% were aware Carlsberg is an alcoholic drink. This was higher than recognition of Ben
and Jerry’s ice cream (74%) and Mr Kipling cakes (41%) as types of food.ii
In relation to sporting events, over three-fifths (62%) of schoolchildren correctly identified the brand
name ‘Magners’ as an alcohol brand. The authors of the study suggest that the high recognition rate
is directly related to Magners’ sponsorship of rugby’s Celtic League at that time.iii This conclusion can
be drawn from the higher recognition rate among boys, and from those in the south Wales area
(where three of the four Welsh clubs that compete in the Celtic League are based).
However, it is not purely rugby that should be concerned about the impact of sports sponsorship.
The Republic of Ireland’s participation in football’s UEFA Euro 2012 tournament was analysed in
research carried out by the Institute of Health & Society at Newcastle University.iv A summary of the
results can be found in Table 1.
Table 1: Number (% of column total) of visual references to alcohol during Ireland v Croatia UEFA
Euro 2012 matchv
Location/Type
Number of references
Pitch side
135 (74.6)
Interview boards
11 (6.1)
Commercial Breaks
28 (15.5)
Other
7 (3.9)
Beer
Cider
Alcopops
Mean per minute in-play
Mean per minute out-of-play
Mean per minute overall
171 (94.5)
6 (3.3)
4 (2.2)
1.38
0.72
1.12
The analysis shows a high level of alcohol marketing in the match. There were a total of 1.12
references to alcohol every minute during television coverage of Ireland v Croatia. The vast majority
of these references were on pitch-side electronic hoardings (74.6%) and were for beer (94.5%).
Carlsberg was an ‘official partner’ of the UEFA Euro 2012 tournament.
In analysing the results, the authors of the report cite the example of when there was tobacco
sponsorship of televised sporting events. ‘It impacted on children’s recall, preference and selfidentification with relevant brands; as well as tobacco use’.vi
We must conclude, therefore, that such an impact on children is similar, if not identical to alcohol
sponsorship of major sporting events.
oOo
Q5. What impact would further regulation of the sponsorship of sport by
alcohol companies have on public health and related costs to the Exchequer of
alcohol misuse?
The overall cost of alcohol misuse in Ireland is estimated to cost €3.7 billion per annum.vii A high
percentage of this cost is centred on our health services. Alcohol consumption is directly related to
cancer. Among the cancers where alcohol is a causal link are cancers of the mouth, larynx, pharynx,
oesophagus, liver, colorectum and breast.
Alcohol is a group 1 carcinogen. It is one of the most important causes of cancer after tobacco
smoking, obesity and physical inactivity. However, studies show that public awareness of the link
between alcohol and cancer needs to be improved. An EU-wide survey found that although 97% of
respondents agreed that alcohol can contribute to liver disease, only 67% agreed that alcohol
increased the risk of cancer.viii
The World Health Organisation estimates that one-in-five of all alcohol-related deaths are due to
cancer.ix A study of cancer incidence in eight European countries concluded that alcohol causes one
in ten of all cancer cases in men and one in 33 in women. This rate increases for certain cancers. For
instance, 44% of all cancers of the mouth, head and neck in men could be attributed to alcohol.x
In Ireland, between 2001 and 2011, alcohol was found to be a contributory factor in 4,585 cancer
incidences in men and 4,593 in women.xi In the same period, 6.7% of male cancer deaths and 4.6%
of female cancer deaths were attributable to cancer.
Table 2: Ten year total alcohol attributable cancer incidence and mortality in specific sites (20012011)xii
Cancer site
10-year cancer incidence
10-year cancer mortality
attributable to alcohol
attributable to alcohol
Male Lip, Oral Cavity, Pharynx
1121
455
Male Oesophagus
1158
1048
Male Larynx
682
294
Male Colon
452
184
Male Rectum
587
243
Male Liver
442
462
Male Pancreas
143
137
Female Lip, Oral Cavity, Pharynx 335
110
Female Oesophagus
439
389
Female Larynx
92
36
Female Colon
235
86
Female Rectum
208
83
Female Liver
163
241
Female Pancreas
63
60
Female Breast
3058
695
TOTAL
9178
4523
Alcohol consumption remains unhealthy in Ireland. The chart below shows the percentage of people
reporting drinking at ‘binge’ levels.
Chart 1: Percentage of drinkers who reported having 6 or more ‘standard’ drinks on one or more
occasions per week, by age, gender and social classxiii
Overall, a quarter of respondents reported drinking six or more ‘standard’ drinks in one or more
sessions in a week. However, it must be noted that the higher reported incidences are among young
men from a lower socioeconomic background.
In fact, 53% of 18-29 year old males in the lowest social classes reported binge drinking.
The Working Group must note the influence of sports sponsorship and sports-related marketing on
this socioeconomic group and its correlation with the statistics above.
A reduction in alcohol consumption in Ireland means less alcohol-related cancer deaths in Ireland.
The HSE has estimated that the costs to the health care system of alcohol-related harm are €1.2
billion per annum.xiv At a time when our health service is under financial pressure and undergoing
major legislative changes, a reduction in this cost must be tackled.
We need to break the link between healthy sporting pursuits and the unhealthy results of alcohol
misuse which is costing this country.
The Irish Cancer Society believes that the phasing out of sponsorship of major sporting events by
alcohol companies, in conjunction with the measures detailed in the Public Health (Alcohol) Bill 2013
is one step in addressing Ireland’s unhealthy attitude to alcohol.
oOo
Q6. What evidence is available on the impact of a ban/restriction on sports
sponsorship by alcohol companies in other countries?
The body of evidence on the link between alcohol advertising bans and levels of consumption is ever
increasing.
Time series studies have demonstrated that countries with alcohol advertising bans had lower levels
of alcohol consumption, and that alcohol bans do, or could, decrease consumption by up to 24%
amongst adolescents.xv Furthermore, a 2007 study in the United States of 11 and 12-year olds
exposed to alcohol marketing found that, after 12-months, 17% reported drinking beer. Moreover,
the odds were higher in those children who had watched ESPN, the 24-hour sports television
channel. xvi
European countries looking to restrict or ban the marketing of alcohol often cite the example of
France, where ‘Loi Evin’ (‘Evin’s Law) has been in place since 1991 and bans alcohol marketing,
including at sporting events.
Chart 2: Recorded alcohol per capita (15+) consumption, France 1961-2010xvii
While it is notoriously difficult to quantify the effect of individual public health measures such as a
ban on sports sponsorship on alcohol consumption, it has been shown that rate in France has been
dropping by an average of 1% per year.xviii This means that whereas the French were drinking the
equivalent of 30 litres of pure alcohol per capita in 1960, in 2010 it was 11.7 litres (the equivalent
figure in Ireland was 11.9).xix
An argument that is made by those who want to maintain the status quo is that a ban on sports
sponsorship would cause great difficulty in attracting major sporting events such as the Rugby World
Cup 2023. ‘Loi Evin’ meant it was impossible for drinks company Anheuser-Busch (makers of
Budweiser beer) to maintain its sponsorship of the FIFA World Cup held in France in 1998, despite
heavy lobbying of the French government. It also held the 2007 Rugby World Cup without the
‘traditional sponsor’, Heineken.
Overall, it can be said that ‘sport does not die without alcohol sponsorship’.xx
oOo
Conclusion
The Irish Cancer Society aims for a future without cancer. If we are to achieve this, we must
eliminate the leading preventable causes of the disease. Ireland has made great strides in
attempting to reduce the rate of smoking and the conversation internationally has turned to the
‘endgame’. The Department of Health has concluded that Ireland should aim to be tobacco-free by
2025.
Yet up to 2013, little or no progress has been made on another preventable cause of cancer –
alcohol.
As has been outlined in this submission, there were nearly 9,200 cancer incidences in Ireland in the
ten years between 2001 and 2011. Over half of these diagnoses led to death.
Alcohol misuse costs the Exchequer €3.7 billion per annum. At this time when finances in the health
service are under strain, a reduction in alcohol consumption is a must. If we are to be successful, we
must reduce the influence of alcohol marketing on young people. Studies in Wales point to the
branding of the Celtic League by Irish cider company Magners as having an influence on ten-andeleven year olds, with it being more prominent with males in areas where the participating clubs are
based.
There was over one reference to alcohol every minute during the Ireland v Croatia match during
UEFA Euro 2012. This is bombarding children and adolescents and linking a healthy activity with
unhealthy actions. The statistics point to a severe ‘binge drinking’ problem among adolescents from
lower socioeconomic backgrounds – a prime audience for such major sporting events.
France has shown that a ban on sports sponsorship does not mean the death of sport. The ‘Loi Evin’
has managed to reduce alcohol consumption and, at the same time, France has managed to host
both the FIFA World Cup and the Rugby World Cup with success.
Ireland needs to reassess its relationship with alcohol.
The policies brought forward in the Public Health (Alcohol) Bill – including the introduction of
Minimum Unit Pricing – are welcome. However, alcohol sponsorship of major sporting events should
not be seen in isolation. A ban will not achieve a reduction in consumption on its own. But as part of
a number of measures contained in the Bill, it can work in reducing the dangerously high levels of
alcohol consumption in Ireland and thus reduce the incidence of alcohol-related cancer.
Alcohol-related incidences of cancer are preventable. We must do everything we can to reduce it.
i
Laffoy M., et al, ‘Cancer Incidence and Mortality due to Alcohol: An Analysis of 10-year data’, Irish Medical Journal, 106:10
Alcohol Concern Cymru, ‘Making an Impression: Recognition of alcohol brands by primary school children’,
http://www.alcoholconcern.org.uk/assets/files/Publications/Wales%20publications/Making.an.impression.final.pdf
iii
Alcohol Concern Cymru, ‘Making an Impression: Recognition of alcohol brands by primary school children’,
http://www.alcoholconcern.org.uk/assets/files/Publications/Wales%20publications/Making.an.impression.final.pdf
iv
Adams J., et al, ‘Alcohol marketing in televised international football: frequency analysis’, BMC Public Health 2014 14:473
v
Adams J., et al, ‘Alcohol marketing in televised international football: frequency analysis’, BMC Public Health 2014 14:473
vi
Adams J., et al, ‘Alcohol marketing in televised international football: frequency analysis’, BMC Public Health 2014 14:473
vii
Health Research Board, ‘Alcohol: Public Knowledge, Attitudes and Behaviours’,
http://alcoholireland.ie/download/reports/minimum_pricing/2012hrbalcohol__public_knowledge_attitudes_and_behaviours_report.pdf
viii
TNS Opinion & Social (2010) EU Citizens’ Attitudes Towards Alcohol: Special Eurobarometer 331. Commissioned by
Directorate General Health and Consumers, European Commission
ix
Rehm et al, ‘Alcohol: Comparative Quantification of Health Risks: Global and regional burden of disease due to selected
major risk factors’, WHO, Geneva
x
British Medical Journal, ‘Alcohol attributable burden of incidence of cancer in eight European countries based on results
from prospective cohort study’, 2011; 342:d1584
xi
Laffoy M., et al, ‘Cancer Incidence and Mortality due to Alcohol: An Analysis of 10-year data’, Irish Medical Journal, 106:10
xii
Laffoy M., et al, ‘Cancer Incidence and Mortality due to Alcohol: An Analysis of 10-year data’, Irish Medical Journal,
106:10
xiii
Department of Health & Children, ‘SLÁN: Survey of Lifestyle, Attitudes and Nutrition in Ireland 2007’,
http://www.dohc.ie/publications/pdf/slan07_report.pdf?direct=1
xiv
HSE, ‘Costs to Society of Problem Alcohol Use in Ireland’,
http://www.hse.ie/eng/services/Publications/topics/alcohol/Costs%20to%20Society%20of%20Problem%20Alcohol%20Use
%20in%20Ireland.pdf
xv
Gordon R., et al, ‘Alcohol marketing and young people’s drinking: what the evidence base suggests for policy’, Journal of
Public Affairs, 10:88-101
xvi
Gordon R., et al, ‘Alcohol marketing and young people’s drinking: what the evidence base suggests for policy’, Journal of
Public Affairs, 10:88-101
xvii
World Health Organisation, France: Alcohol Consumption: Levels and patterns,
http://www.who.int/substance_abuse/publications/global_alcohol_report/profiles/fra.pdf
xviii
Rigaud A. and Craplet M., ‘The ‘Loi Evin’: a French exception’,
http://eurocare.sydesy.com/content/download/2506/12395/version/1/file/rigaud_craplet.pdf&ei=gwuPU5zIo7X7AbxhYHQAg&usg=AFQjCNH1bgIKKxZIX9sUIMR89rno4iNJgg
xix
Quandl, ‘Recorded adult (15+ years) per capita consumption (in litres of pure alcohol) By Country’,
http://www.quandl.com/health/recorded-adult-15-years-per-capita-consumption-in-litres-of-pure-alcohol-by-country
xx
Rigaud A. and Craplet M., ‘The ‘Loi Evin’: a French exception’,
http://eurocare.sydesy.com/content/download/2506/12395/version/1/file/rigaud_craplet.pdf&ei=gwuPU5zIo7X7AbxhYHQAg&usg=AFQjCNH1bgIKKxZIX9sUIMR89rno4iNJgg
ii