SPFL criticised after Carling unveiled as official beer of Scottish football

The Scottish Professional Football League (SPFL) has faced criticism after Carling was unveiled as Scottish football’s official beer.

The lager giant signed a partnership with the SPFL set to run until at least the end of the 2026/27 season and will see Carling represented at league matches and every round of the Premier Sports Cup.

Carling previously sponsored the jerseys of both Celtic and Rangers, and the Scottish national team.

A survey last year found Scottish football fans were being “exposed to a high level of alcohol marketing” at games across the country.

Carling unveiled as the Official Beer of the Scottish Professional Football League SPFL

The Scottish Health Action on Alcohol Problems (SHAAP) said the more fans are exposed to mass marketing of alcohol, the more it is consumed.

Dr Peter Rice, chair of Scottish Health Action on Alcohol Problems (SHAAP), commented: “The SPFL are showing how out of step they are by signing a deal to mass market a lager brand to football fans.

“All the evidence shows that the more we are exposed to mass marketing of this sort, the more alcohol is consumed and therefore the more damage to our health is done.

“And right now Scotland is in the grip of an alcohol public health crisis that needs to be addressed – encouraging people to consume more is not the answer.

“This lack of duty of care to fans flies in the face of our research which shows that while many football fans recognise the need to generate income for Scottish football, there is not so much appetite for that income to come from the alcohol industry, with many fans supporting the decision of Scottish Women’s Football to reject alcohol sponsorship.

“Instead of relying on health harming industries for money, it really is time for sporting authorities such as the SPFL to make a break with the past, aim a bit higher, and broker sponsorship deals with industries that do not harm the health and wellbeing of the very fans they should be looking out for.”

Alan Russell, chief executive of Supporters Direct Scotland said: “Alcohol consumption is the source of many health and social problems in our society, and as a sport, we need to accept responsibility for any harm this contributes to.

“It is vital that we understand and accept the full impact of our game’s commercial choices, however lucrative they are.

“Fans were involved in focus groups earlier this year, where they observed that Scottish football has a continued reliance on gambling and alcohol sponsorship to prop up our finances, when the rest of the world is trending away from that.

“They also noted the irony that in a country where we seemingly can’t be trusted to drink responsibly when watching football, there is apparently nothing wrong with encouraging us to drink more at all other times.”

Scottish football and alcohol – what is next?

The Scottish Government opened a consultation on restricting alcohol advertising in sports and events as part of a wider study into alcohol advertising last year.

Recently, First Minister John Swinney insisted the Government was not planning to review the current ban on alcohol at Scottish football games.

It came after health secretary Neil Gray said the Government would “give consideration” to any proposal by football authorities to review the legislation.

The SNP’s George Adam called for the ban, which has been in place since 1980, to be lifted and said allowing alcohol sales could help clubs thrive financially.

The official spirit of the SPFL is currently Glen’s Vodka, which appears in branding for Player of the Month and Manager of the Month Awards.

Currently a number of Scottish football teams display alcohol advertising on strips and have sponsorship deals with brands.

The SPFL’s chief executive said Carling has a “rich history” with the game in Scotland.

Neil Doncaster said: “It is fantastic news to welcome Molson Coors and Carling as an official partner of the SPFL.

“Carling has a rich history of supporting Scottish football and this new association with such a respected UK brand comes at an exciting time for the league and our member clubs.

“We are very much looking forward to working with the Carling team for the next three seasons and, hopefully, beyond.”

Lee Willett, Carling brand director at Molson Coors Beverage Company, said: “Carling is the lager brand consumers ‘most commonly associate with football’ so we are thrilled to be able to announce our partnership with the SPFL.

“We’re committed to supporting the beautiful game at every level here in Scotland and across the UK.

“That includes giving local clubs a chance to win new team kits through our Grassroots Goals initiative in partnership with Umbro, and now helping clubs and fans enjoy the country’s biggest competitions through this new partnership.

“We can’t wait to stand alongside Scottish football fans for the upcoming seasons.”

Brendan Napier, commercial director of Scottish Football Marketing, said: “Carling is a brand that is synonymous with football in this country and has a long and illustrious record of connecting communities and supporters on matchdays.

“With that, we felt Carling, and their talented wider team, represented the perfect partners for us here at the SPFL.

“We are looking forward immensely to kick-starting the new partnership; one that will further enhance the SPFL viewing occasion in pubs, bars and homes around the country.’’