The Chronicle has read a report that the Ghana Football Association (GFA) has appealed to Parliament to review restrictions on alcoholic beverage sponsorship of sporting activities in the country.
According to a report published on Parliament’s official Facebook page, GFA President, Mr Kurt Okraku, appealed to the Parliamentary Select Committee on Youth and Sports to assist the Association in securing a review of the restrictions imposed by the Food and Drugs Authority (FDA) on alcoholic beverage sponsorship.
Mr Okraku argued that the restrictions had deprived the Association of important sponsorship opportunities, while football leagues in other parts of the world continued to benefit from financial support from alcoholic beverage companies.
He made the appeal when the GFA delegation paid a courtesy call on the Select Committee, chaired by Henry Ernest Norgbey, to discuss efforts to restore public confidence in the Black Stars and the general state of football in Ghana.
The GFA President disclosed that the Association had lost a $5 million sponsorship deal with Guinness Ghana because of the restrictions. He consequently urged Parliament to consider the implications of the policy for sports financing and development.
Mr Okraku also identified poor playing surfaces, inadequate stadium facilities and weaknesses in technical support staff as challenges affecting the national teams’ prospects of winning major international competitions.
While we acknowledge the financial difficulties confronting sports administration in Ghana, The Chronicle finds the GFA’s appeal troubling.
It is particularly disappointing that an association entrusted with developing football and promoting the welfare of young people would seek to address its financial difficulties by calling for a policy reversal that could undermine important public health safeguards.
The appeal comes at a time when Ghana is considering stronger measures to regulate alcohol advertising and marketing. Public health advocates and the Ghana Alcohol Policy Alliance (GhanAPA) have consistently called for more effective regulation to protect young people and other vulnerable groups.
The GFA must appreciate that the consequences of excessive alcohol consumption extend far beyond the sporting industry. Alcohol is not simply another commercial product. Its consumption carries significant health risks and its promotion through popular sporting competitions raises legitimate public health concerns.
The World Health Organisation (WHO) classifies alcoholic beverages as carcinogenic to humans. Alcohol consumption is causally linked to several types of cancer, including cancers of the breast, liver, colorectum, oesophagus and mouth. It is also associated with liver disease, cardiovascular conditions, mental health disorders and injuries.
According to the WHO, alcohol consumption was responsible for approximately 2.6 million deaths worldwide in 2019. This is a substantial public health burden that governments cannot afford to ignore.
The concern, therefore, is not simply whether alcoholic beverage companies have the financial resources to sponsor football competitions. It is whether the benefits of such sponsorship justify the potential public health consequences of giving alcohol brands greater visibility and commercial influence.
Football enjoys enormous popularity in Ghana, particularly among young people. Associating the game with alcoholic beverages through sponsorship and promotional activities risks normalising alcohol consumption among audiences who should instead be encouraged to embrace healthy lifestyles.
We do not suggest that everyone exposed to alcohol advertising will become a drinker. However, the potential influence of such advertising on attitudes towards alcohol, particularly among young audiences, is a legitimate concern that policymakers must take seriously.
The Chronicle is also not persuaded that the GFA has exhausted the available avenues for securing sponsorship. There are numerous businesses and corporate institutions outside the alcoholic beverage industry that could support football development. Telecommunications companies, financial institutions, technology firms and manufacturing companies offer potential sponsorship opportunities.
Rather than seeking to weaken public health restrictions, the GFA should demonstrate greater creativity in developing commercially attractive sponsorship packages and partnerships with businesses whose products do not carry comparable health concerns.
The Association must also be prepared to answer legitimate questions about its administration, financial management and utilisation of resources made available to Ghanaian football. It cannot continually appeal for additional financial support without demonstrating a convincing strategy for managing existing resources and developing the game.
We are particularly concerned about the state of Ghanaian football under the current GFA leadership. The persistent challenges confronting the national teams and the broader football administration demand serious reflection. The GFA must accept responsibility for its shortcomings and demonstrate a credible plan to restore confidence in the game.
That responsibility cannot be discharged by simply asking Parliament to make it easier for alcoholic beverage companies to sponsor football.
We acknowledge that international football competitions have benefited from alcoholic beverage sponsorship. However, what happens in other jurisdictions should not automatically determine Ghana’s public health policy. Ghana must make decisions based on its own circumstances and the welfare of its population.
We therefore urge Parliament not to be swayed by the GFA’s financial argument at the expense of public health considerations. The reported $5 million sponsorship opportunity, even if established, cannot by itself justify weakening safeguards designed to protect the population from the harmful effects of alcohol promotion.
Ghanaian football needs innovative leadership, sustainable financing and accountable administration. It does not need the relaxation of alcohol advertising restrictions to compensate for shortcomings in sports management.
Parliament must reject the GFA’s appeal. The health of Ghanaian children and future generations must never become the price of football sponsorship.
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