Heineken gets lucky, but children are getting hurt
Cristiano Ronaldo, one of the world’s best footballers, scores a goal in the Champions League match, round of 16, against AS Roma, while the entire pitch is surrounded by Heineken marketing – closely associating sporting success with alcohol.
This example shows the deep problems with alcohol sponsorship of sports: The Heineken brand will be on most of the pics from the goal that Ronaldo scored, ensuring that the beer brand is associated with success and glamor.
Never mind the fact that Ronaldo chooses to live free from alcohol. Alcohol sponsorship of sports even links sports stars who live free from alcohol, to the alcoholic brands – giving children and youth a completely wrong impression.