Kicking out alcohol sponsorship is a win-win for women’s football

It has been fascinating to follow the intense debate surrounding the Scottish government’s consultation on measures to restrict alcohol marketing, including that of sport sponsorship. As an organisation that has already adopted the position to reject alcohol industry sponsorship, I am struck by how normalised alcohol has become in our daily lives that the idea of removing alcohol sponsors from our sports grounds seems so controversial.

Let’s remember why alcohol brands sponsor sports organisations: it is not because they are philanthropic, but to drive sales and profits.

We took the decision some years ago not to accept alcohol industry sponsorship based on the responsibility we have for the wellbeing of Scottish Women’s Football (SWF) players, their clubs and the communities in which they participate. Attaching