Is it right that alcohol firms can sponsor sport?

Last month the FA announced it was ending its association with sponsor EON for the FA CUP and switching to Budweiser as the main sponsor of the competition. It may prove a very lucrative deal for the FA, but in hindsight is it the right sponsor for the English game?

There has been much criticism in recent years of some types of sports sponsorships in the media, notably of those involving alcohol and gambling brands. In the case of the first two, there exists strong opinion in some quarters that these brands should not sponsor sport because of exposure to children. 

Unsurprisingly, gambling and alcohol brands have also come under the spotlight, with calls to prevent these from sponsoring sports properties, and a particular focus on restricting exposure to children through branding on replica shirts. Whilst this may be the case the competition is only sponsored by Budweiser not the teams, who have their own individual sponsors. Therefore Budweiser will have an indirect effect on football teams.

In the past many established sports brands many high profile sporting events including Benson & Hedges with Snooker and Formula 1. However due to licensing laws meant they had to drop association with the sport, similarly this was also the case with Embassy Cigarettes and their link with the Snooker. 

Overall the truth lies in convincing the public that, when done properly, sponsorships involving these types of brands can provide a positive contribution to the sports in question, and do so in such a way as to not have a negative influence on fans or participants (children in particular). It is essential that people feel there is a good reason for these types of brands to be associated with a sport, rather than just putting a name on a popular property without a genuine synergy between the two. This has been the case in the past in the USA, where Budweiser has long been established for sponsoring NASCAR racing and Superbowl events.

Overall the implication of Budweiser sponsoring the FA Cup is two fold, many will see this announcement as a changing of the sails for the FA, with many high profile premiership football teams being bought out creating a globalisation village. Likewise the FA and Premier League Association is becoming more and more Americanised that we can no longer be sustained on home grown sponsors.