Dismay at AB InBev Olympic deal

Today, we have described the partnership between the International Olympic Committee (IOC) and AB InBev as having “disgraceful disregard” for the health and wellbeing of sports fans across the world.

The partnership, which was announced by the IOC last week, will make the world’s leading brewer of beer synonymous with the event until 2028, ensuring the brand’s reach to millions across the world.

Alice Wiseman, ADPH Vice President and Policy Lead for Addiction, said:

“Alcohol results in thousands of deaths in the UK every year and is the cause of over 200 different illness and injuries and although the specific product for this year’s games is alcohol free, it is the brand name that will be remembered.”

Directors of Public Health, who are responsible for the health and wellbeing of their local populations, have expressed particular concern over the impact the sponsorship deal will have on children and young people.

Ms Wiseman explained:

“We know that there is a relationship between the exposure of children to alcohol marketing and alcohol consumption. Linking alcohol to the Olympics in this way represents a disgraceful disregard for the health and wellbeing of the millions of children that will be watching both in the UK and across the world.

“Tragically though, this deal won’t just further the normalisation of alcohol consumption. In all probability, it will actually increase it. 30% of under 18s watch the Olympics – that means three out of every ten children will be exposed on multiple occasions to marketing specifically designed to increase the appeal and sales of products that cause harm. In no athlete’s world can that be acceptable.”

ADPH are members of the Alcohol Health Alliance, a group of over 60 organisations, calling for a raft of policy measures to protect people from alcohol harm including tighter restrictions on advertising, clearer labelling, and minimum unit pricing.