Illegal Alcohol Sponsorship at Nairobi Marathon Targets Youth, Undermines Health

The upcoming Standard Chartered Nairobi Marathon, a celebrated community event that promotes health and fitness, is being undermined by the involvement of alcohol sponsors like Heineken and Diageo’s Gordon’s Gin. This sponsorship not only violates the local Alcoholic Drinks Control Act – which prohibits promoting alcohol at events involving children – but also contradicts the core values of the event.

By associating alcohol with sporting activities, these companies normalize alcohol use and obscure the dangers associated with it, particularly for young people. Research shows that exposure to alcohol marketing can increase the likelihood of early initiation and heavier use among adolescents. The presence of these brands at a family-oriented event sends a misleading message that alcohol is healthy.

Heineken and Diageo are global alcohol giants that depend on heavy alcohol use and alcohol use by minors to make profit.

Advocates and concerned citizens are urging the marathon organizers to reconsider their partnerships and prioritize the health and safety of all, by aligning with sponsors that truly reflect the spirit of the event.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Source:
https://www.nairobimarathon.com

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