It appears that drinks companies will no longer be able to sponsor sporting events in Ireland as the government is set to ban all forms of sport entirely.
The new ban will see all sports removed in Ireland by 2020 and will prevent people from taking up any new sports from 2016 onwards. Everything from athletics to rugby will be banned, even playing World Cup Doubles on a local green will no longer be permitted once the ban is in place.
Many people around Ireland have been calling on the government to do something to break the link between sports and alcohol in Ireland and this is what this ban aims to do.
Research shows that those who play sports consume less alcohol on a yearly basis than those that don’t and this is damaging the health of drinks companies in Ireland.
Every year thousands of people stay off the booze for several months as they are training with a local team. This commitment costs the drinks companies hundreds of millions of euro each year in Ireland and so banning sport, could see a dramatic boost in revenue for these companies.
It should also help boost employment in the food and drinks sector around the country, one of the hardest hit industries from the recession.
Young people who play sports are also introduced to the idea of looking after their health and fitness and receive many negative messages about the pleasures of alcohol. By taking younger people out of this sporting environment, they won’t be exposed to the anti-drink propaganda they usually would have been and should become regular consumers of alcohol sooner.
Drinks companies are now looking into other areas to funnel their sponsorship. Some reports claim that they are looking at sponsoring university lectures series, AA meetings and even childcare centres as a way to continue to market themselves effectively.