ESA chairman Nigel Currie described the report’s conclusions with regard to sponsorship as being “narrow-minded and totally inappropriate and unnecessary”.
ESA fully supports the over-riding intention behind the report, namely addressing alcohol misuse and other problems associated with alcohol. However, ESA believes that the recommendation of a ban on sponsorships is ill conceived and disproportionate. It would, if followed, be highly damaging for sports, for cultural bodies and for other areas that rely on sponsorship support.
Commenting on the report, ESA Director of Policy, Nick Johnson said, “It is vital that we resist this attempt to ban alcohol sponsorship across Europe. As well as being one of the most exciting and effective marketing tools, sponsorship delivers essential funds to sports governing bodies, cultural and arts bodies and numerous other rights holders. This funding is used in a number of ways, particularly in the development of sports and other activities enabling more people to participate and get involved.”
