While the debate has correctly roared in Ireland over the potential banning of alcohol companies investment in sport, a new controversy has erupted in Britain with Birmingham City’s taking on an electronic cigarette manufacturer as it’s main shirt sponsor for next season.
The blue shirts which will be worn in the second flight of English soccer will carry branding for Nicolites, the UK’s largest brand of electronic cigarettes, stocked by a large number of national retailers, including Tesco, ASDA, and ironically given the name Superdrug.
E-cigarettes are designed to look and feel like real cigarettes, but are battery-powered products containing liquid nicotine, which is inhaled as a vapour. They contain no tobacco and do not burn, which according to the makers means no exposure for users to tar and other carcinogens found in normal cigarettes.
Juvenile kits, as well as other merchandise aimed at children will have a children’s cancer charity as the shirt sponsor which works so long as you accept that electronic cigarettes as a replacement for the real thing is a responsible promotional vehicle.
Sport’s ability to promote to vast audiences is a natural draw for all companies and doubtless there will be opposition in some quarters to most brands on one topic or another.
English soccer has seen its fair share of criticism for Wonga.com’s sponsorship of Newcastle and for banks sponsorship while in receipt of Government bailouts.
The moral imperative for sport can be a difficult line to find but many will believe that cigarette branding, even in electronic form is questionable.
If nothing else though the Birmingham decision gives fresh impetus to the debate.
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