Tackling Scotland's Alcohol Problem

Scottish Supporters Survey Results

Scottish Supporters Survey Results

The survey was conducted online and promoted through the Scottish Football Supporters Association and a variety of social media channels. Responses were received between November and December 2022, with all responses individually data checked and validated. The total response was 287 individuals.


  • Awareness of alcohol advertising within football and beyond is high

79% of individuals had been exposed to alcohol advertising or promotion through football within the last 3 months
54% had seen alcohol advertising in a stadium
52% had seen alcohol advertising on team strips
28% had seen social media posts associating a team/event with an alcohol brand
27% had seen alcohol advertising outside a stadium
90% of individuals had been exposed to alcohol advertising outside of football within the last 3 months
85% on television
55% on social media
50% in newspapers and magazines

  • There is a belief amongst fans that reducing or removing alcohol sponsorship could be a positive step

Two-thirds of supporters feel that Scottish football’s reliance on alcohol industry sponsorship is a ‘bad thing’ (64%).
Two-thirds of supporters agree with the decision of Scottish Women’s Football not to accept sponsorship from alcohol companies (66%).

  • There is a significant group of supporters who want change

46% of supporters believe that replacing alcohol sponsorship with non-alcoholic sponsorship would be a positive change. Only 13% believed this would be a negative change.
A majority of those who don’t drink alcohol would like to see alcohol sports sponsorship prohibited in Scotland (54%).

  • Children are in attendance of Scottish football matches

Over a third of the sample had attended a match with children aged 18 and under in the last 12 months (36%).

File Name: SHAAP Scottish Supporters Survey Results 191222.pdf
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Created Date: 5th Feb 2023
Last Updated: 5th Feb 2023

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