Scottish football continues to have an unhealthy and unsustainable reliance on sponsorship deals with alcohol and gambling companies, a prominent supporters’ group has warned.
The current ban on alcohol being sold at stadiums in Scotland has also been branded hypocritical and outdated, with lawmakers being told they are ‘living in the dark ages’.
It was announced earlier this week that Carling has been unveiled as the new official beer of Scottish football in a new deal with the SPFL.
Back in June, the SPFL also announced a new record-breaking five-year deal, understood to be worth around £10million, that would see bookmakers William Hill become the new title sponsor.
But the issue of alcohol and gambling advertising has once again reared its head over recent weeks, with Public Health Scotland being commissioned to review the relationship with drinks companies.
As part of a Mail Sport report on the issue, it has been claimed that Scottish football needs to move away from an unhealthy reliance on such controversial sources of revenue.
Carling were recently announced as a new partner of the Scottish Professional Football League
Supporters are prohibited from purchasing alcohol within Scottish stadiums
SPFL chief executive Neil Doncaster has been heavily criticised by some over the deal
It has also been claimed that fans continue to be vilified with regards to the ban on alcohol being sold at stadiums, with fans of other sports freely able to purchase alcohol.
Asked about Scottish football’s relationship with alcohol and gambling companies, Alan Russell, chief executive of Supporters Direct Scotland, said: ‘This feels hypocritical.
‘We’re not trusted to have a pint at half-time on Saturdays, but we should buy more alcohol at every other point during the week.
‘Advertising is effective at increasing sales, otherwise companies wouldn’t spend their money on it.
‘But there is robust evidence that it has a much stronger effect on those people who already have a difficult relationship with those products.
‘Someone in recovery from alcohol or gambling addiction is more likely to have a setback if they are bombarded with messages promoting these products.
‘We need to wean football and other sports off these sources of revenue, and help them find more healthy commercial relationships.’
Scottish football fans are often able to enjoy a pint when following their team in Europe
The SPFL declined to comment when asked for an interview by Mail Sport, insisting they had nothing further to add on the back of chief executive Neil Doncaster’s comments earlier this week.
After the Carling deal was announced, Doncaster had said: ‘It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL.
‘Carling has a rich history of supporting Scottish football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.
‘We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.’
The SPFL were criticised earlier this week by various alcohol awareness groups for being out of touch.
The Tartan Army lapped up the atmosphere in Germany during this summer’s Euros
Privately, the SPFL would point to the financial shortfall that would arise if there was to be any ban or restrictions on alcohol and gambling advertising in sports.
But one source told Mail Sport, ‘We’ve known this has been coming for a long time. As a country, Scotland has a difficult relationship with alcohol.
‘But there doesn’t seem to be any appreciable change in attitude from a sports marketing point of view.
‘There’s a lack of vision at the top level of Scottish football. In terms of how we promote the game, we continue to live in the dark ages.’
