Football has long been known as having an alcohol problem – ranging from the lowest leagues to the biggest stars, from coaches to supporters, and alcohol fuelled violence. Fifa knows the harm caused by alcohol on all levels and in all dimensions of the game, especially affecting children and youth.
And yet Fifa opts for the money that Big Alcohol pours into the bank accounts, ridiculing its own prevention campaign. 11 for health – okay, but millions in profit – matching!
Continuing this sponsorship deal, and pressuring governments to change their laws in order to promote alcohol are tactics to target children and youth with alcohol marketing, only to profit from children who take up alcohol use at an earlier age; from a culture that glamorises alcohol and is taught to associate football with alcohol…
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