Portman Group and BBPA defend alcohol brands sponsoring sporting events

Portman Group chief executive Henry Ashworth and British Beer and Pub Association chief executive Brigid Simmonds were speaking at the parliamentary Health Select Committee investigation into the Government Alcohol Strategy. They said that the sponsorship from the brands has helped in the “grassroots developments” of sports.

Ashworth said: “I believe sponsorship is a positive form of marketing and supports grassroots developments of the sports that it’s sponsoring. The vast majority of people drink responsibly and drink in a way that is sociable and we all enjoy sporting events.”

In response to questions on whether Heineken sponsoring the Rugby World Cup encourages young people to drink more, Simmonds said: “There is not enough evidence that it [marketing] actually changes people’s consumption [of alcohol].”

She quoted research suggesting that young people are influenced by drinking habits of their parents and peers.

However, Simmonds did say that she thinks that young people go through a “phase” where they want to drink the brand that is sponsoring their favourite team but she does not believe that increases the amount of alcohol they consume.

Ashworth explained that sponsorship is about using brands in a positive way to get across the message of responsible drinking. “We need to target those people that are drinking but the trends moving in the right direction with fewer young people drinking now,” he said.

Simmonds and Ashworth also mentioned the latest pledge by the industry to cut a billion alcohol units out of the system. Ashworth said this is something which will be delivered through brand marketing.