Heineken sponsoring “the start of the match”. While such sponsorships are undeniably lucrative for alcohol companies, they also raise significant concerns about the impact of alcohol marketing on individuals and communities, particularly children and youth.
For Big Alcohol and their brands, sport sponsorship and advertising during sports events is one of the keystones of their overall marketing activities.
Sports fans are repeatedly exposed to alcohol advertising and sponsorship when watching sports, it likely has a long-term effect on their alcohol use. Given the exposure of children to this particular type of advertising, the researchers call for protection of children from alcohol marketing.
- Company: Heineken