New 'healthy' Scottish Cup (shame about the drinks sponsorship)

Published on Monday 21 September 2009 22:05

THE REBRANDING of Scottish football's premier cup competition to promote healthy living was last night dismissed as "ridiculous" because major alcohol companies remain prominent sponsors of the game.

The Scottish Government believes the Active Nation Scottish Cup will act as the "perfect platform" to promote lifestyle changes.

However, doctors and brand experts pointed out that as long as major drinks companies sponsor teams, the messages being sent out by the new deal would appear "ironic."

The change in name of the world's oldest national footballing trophy – the Scottish Cup – is part of a two-year deal between the Scottish Football Association (SFA), the Scottish Government and philanthropist Willie Haughey.

The first year of the 2m arrangement saw the tournament renamed to promote the Year of Homecoming, and the government believes it should now be used to encourage individual Scots to improve their health.

Announcing the rebranding, Nicola Sturgeon, deputy first minister, said football could act as a catalyst for personal improvement, and Gordon Smith, the SFA's chief executive, said the new name could help "make our country a better place."

Until two years ago, the sponsorship of the Scottish Cup was synonymous with drinks firm Tennent's, which sponsored the competition for 18 years, investing more than 20m.

It remains involved in the game and has sponsored the national side for the past four years, a deal the SFA says helps clubs and grassroots football. The shirts of both Celtic and Rangers, the current cup holders, are sponsored by another drinks firm, Carling.

The British Medical Association, while supportive of any initiative promoting a healthy lifestyle, said Scottish football's links with alcohol companies were damaging.

A spokeswoman said: "There is an irony that the Active Nation Scottish Cup will also be promoting alcohol products on the football shirts of those sportsmen in the competition."

A Scottish Government spokeswoman said the Active Nation scheme also promoted responsible drinking, and pointed to sponsorship guidelines introduced earlier this year, which mean alcohol brands are not used in sponsorship deals aimed at under-18s.