A key news story over recent weeks in Halifax has been focused on a proposal to have alcohol sponsorship of the newly constructed Halifax Oval. Although Council voted against the proposal, the debate has continued and today Council meets again, with the topic likely to be revisited. In the interests of a balanced debate on the issue, here is the text of an email, sent by ARCH director Dr Sara Kirk to the Save the Oval campaign, outlining why alcohol sponsorship is a public health issue.
“I write in response to your post on savetheoval.ca regarding the issue of Molson sponsoring the Oval. In your post you urge people to contact their councillor to overturn the decision to reject Molson as a sponsor. You state that the argument put forward by critics does not make any sense, that “The City every year takes money from beer companies for Natal Day, Canada Day, (both have beer sales) and just last week, the tree lighting ceremony. The City owned Metro Centre is covered in beer and alcohol signs, and once again, alcohol sales happen in the presence of families. Let us also remember that we watch TV and sports programs which also feature alcohol ads, and still manage to provide our own children with responsible education on proper alcohol consumption”. This is missing the point. Just because it has always happened that way does not mean we should continue this approach. You see no reason for Molsons not to be corporate sponsors. Do you also see no conflict in having tobacco sponsorship on there too? Alcohol is a poison, a drug, but one that is socially acceptable and therein lies the problem. Because drinking is the cultural norm, it is not seen as a big issue, but that does not make it right to take sponsorship from a company that promotes drinking, just as we as a society agreed it was not right to take sponsorship from tobacco companies. The Oval will be a family facility, one that will be promoting a healthy behaviour, i.e. physical activity, which as you point out has massive benefits. Yet, in endorsing a company that promotes an unhealthy behaviour with a facility that promotes a healthy one, what kind of message are we sending to our children? There is overwhelming evidence from the World Cancer Research Fund Policy Report that our current food and activity environments need to change, as well as changing individual behaviour.
Just because alcohol is legal, it does not mean we should take sponsorship from alcohol companies for a facility that has health in mind. Nobody is suggesting prohibition, but we need to have a debate as a society about the morals of corporate sponsorship that has far greater benefits for the company than it does the population. Nova Scotia, like other Atlantic Canadian provinces, is among the unhealthiest in Canada and much of the burden of disease is associated with diseases that are directly linked to our behavioural choices. The unhealthy choice is the norm in our society, and healthy behaviour is the abnormal behaviour. Until we shift the culture to one where the healthier choice is the easier choice, we will continue to spend unsustainable amounts of money on a health care system that can no longer cope with the burden of chronic disease. Do we want to spend more on health care to combat alcohol-related disease, as well as tobacco-related disease and diseases caused by physical inactivity and unhealthy eating, for a paltry $400k that will perpetuate a culture that leads to unhealthy behaviours being the norm?
I may be a minority view in this debate but I applaud the Mayor, the council members and the Government for taking such leadership in this issue. Public health means serving the public good and sponsorship from Molson for the Oval does not serve the public good. If Molson are such good corporate sponsors, how about they provide money without their name plastered all over the Oval?”
For research evidence on the issue of sponsorship of unhealthy products see:
Food and drink sponsorship of children’s sport: who pays?
Food company sponsors are kind, generous and cool”: (Mis)conceptions of junior sports players
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Opinion, Physical Activity, Policy ARCH team, Knowledge translation, Media