Alcohol & Sport

SHAAP sponsorship of SWF National Performance League, 2019

In March 2019 SHAAP was delighted to form a sponsorship agreement with Scottish Women’s Football (SWF) for the National Performance League and the NPL Cup for 2019 and 2020, which is the elite level for girls’ football in Scotland. It is the first Scottish football body to be sponsored by an organisation which promotes actions to reduce and prevent alcohol harm. SWF does not accept sponsorship from gambling or alcohol organisations and SHAAP is proud to be associated with an organisation that actively works to promote sport and healthy living choices for young women and girls. Read the joint press release issued by SWF and SHAAP on 7th March at Hampden Park


FYFA - Focus on Youth, Football & Alcohol, 2018 - 2020

FYFA is a joint EU initiative aiming to reduce underage drinking and heavy episodic drinking among young people in Europe. Excluding tobacco and caffeine, alcohol is the psychoactive substance used most by young people in the European Union. Underage drinking and heavy episodic drinking of alcohol is of particular concern because it is related to the health and welfare of the population. A number of studies have linked alcohol use by young people to various problems, both short and long term.
This project has reviewed policies in six member states related to young people, sport, marketing and alcohol with particular focus on football at international, national and local levels. Relevant stakeholders, club managers and decision-makers were interviewed at all levels, as well as young people, aged 13-15 years who participate in regular sporting activities, to elicit attitudes and strategies to reduce alcohol harms for young people.

Project Outcomes

Infographics summarising the research outcomes are now available on the FYFA website:

International Conference

An international conference on Alcohol, Marketing, Sport and Youth will take place in Warsaw at the end of May 2020 to launch the project findings and recommendations. For further info visit:


'Foul Play' report, 2017

The influence of alcohol marketing on people’s consumption of certain brands and alcohol in general is well documented. In particular the harmful effects of such advertising on children and young people who attend sporting events are a great cause for concern and SHAAP calls for immediate action to ban alcohol advertising and sponsorship in sports-related settings. Regulation, similar to the Loi Évin in France, should be used as a minimum standard, although even this can be cleverly circumvented, as demonstrated in the 2017 report ‘Foul Play? Alcohol marketing during UEFA Euro 2016’, by researchers at the Institute for Social Marketing, University of Stirling and funded by the Institute of Alcohol Studies (IAS), SHAAP, and Alcohol Action Ireland.