As sport sponsoring has become an important marketing tool within the past years, the AMMIE project (Alcohol Marketing Monitoring in Europe) concentrated on observing the content and the quantity of sport sponsorship by the alcohol industry. In five European countries (Bulgaria, Denmark, Germany, Italy and the Netherlands) the presence of alcohol branded sponsorship of 10 top clubs of the 5 most popular sports was monitored. The presence of alcohol branded sport sponsoring has been examined in over 250 websites.
The project clearly shows that popular sports like football are heavily sponsored by alcohol brands, which is also the case with the UEFA Championship in Poland and Ukraine starting the coming weekend. Results from AMMIE stress the need to implement a ban on sport sponsorship of alcohol brands in Europe.
For more information, please see the following link:
http://www.eucam.info/eucam/home/ammie-sports-sponsoring.html