Dr. Eamon Keenan:

We keep hearing that there is a lack of scientific evidence. It is a sort of mantra on the part of the drinks industry. Certain people seem to believe that the more something is repeated, the more true it becomes. The reality is that there is clear scientific evidence to link alcohol sponsorship of sports with alcohol use and misuse among young people. The science group of the European Alcohol and Health Forum examined many longitudinal studies. It looked at patterns of behaviour over periods of time, which is the most effective way of measuring change.

They looked at 13 studies which involved 38,000 young people between the ages of ten and 21. Of those 13 studies nine were from America, one from New Zealand, one from Belgium and one from Germany. Seven of the studies showed that there was clear evidence that the data related to initiation of alcohol use among non-drinkers. Three of the studies indicated that the maintenance and frequency of alcohol use among people who were drinking increased and seven of the studies showed that on the overall pattern of people who are not drinking, alcohol sponsorship has an effect on their alcohol use. Only one of the studies would have indicated that there was no impact; that study was in relation to outdoor advertising near schools. All of the other studies, which included 38,000 people, indicated a clear link between sponsorship, marketing, advertising and the initiation and use of alcohol by young people. It is young people we are concerned about. The Deputy asked about all the other social media issues that are thrown at young people. Sport is supposed to be a healthy option for a young person. If one is linking sport with alcohol, which has clear detrimental health effects for young people, it is incongruous, it does not work.