Alcohol and football have been in the news this week following the announcement that the product will not be sold in stadiums in Qatar during the World Cup. And closer to home there’s a debate brewing about whether alcohol advertising should be permitted with the Scottish Government seemingly edging closer to tightening the restrictions which would be bad new for the game financially.
A consultation has been launched as the Scottish Government seek to gather the public’s views on this subject and this led to a joint statement from Neil Doncaster from the SPFL and Ian Maxwell, the boss at the Scottish FA.
Neil Doncaster, SPFL Chief Executive: “We will take time to consider these proposals in far greater detail and respond in due course, but even at an initial stage, it is clear that the sporting, social and financial implications could be extremely grave.
“Sport worldwide depends to a very great degree on sponsorship, and drinks companies have a long and supportive history in the Scottish game. Their valuable financial contribution is hugely important to the wellbeing of our sport and its ability to support a range of social benefits. To remove that revenue stream, at a time when we are experiencing the most significant economic challenges for a generation, could have huge implications for clubs and Scottish sport more generally.
“Over recent years, Scottish football has made enormous strides, leading the charge in promoting responsible drinking, which should not be regarded as an inherent evil, but something that the vast majority of the adult population enjoy in moderation.
“That said, the Scottish Government’s initial proposals raise a number of very profound questions. To consider just one example, if the government enforces a blanket ban on alcohol advertising in Scottish football stadia, there could be enormous consequences for all Scottish clubs playing in Europe, where brewers such as Heineken are at the centre of UEFA’s family of sponsors.”
Ian Maxwell, Scottish FA Chief Executive: “Scottish football is already restricted by the Criminal Justice (Scotland) Act 1980, which for more than 40 years has prohibited the sale of alcohol within football grounds. As a consequence, we cannot control consumption levels that take place outside of the stadium bowl and thus cannot be part of a data-led solution.
“We will contribute to the consultation to ensure a fact-based approach and to highlight the consequences of any legislation being imposed, not just financially, but in potentially being precluded from bidding for major football events, as well as other world-class, international sporting events where alcohol partnerships are an integral part of a diverse sponsorship portfolio.
“For the avoidance of doubt, the national game remains supportive of responsible drinking campaigns, especially aimed at harmful drinkers, and will continue to use the power of football to promote that responsibility for the benefit of all concerned.”
Connected to this, last Saturday at Celtic Park a notable event took place, one that was a small piece of Scottish football history. Yet it seems to have passed almost without public comment; at the Ross County game, Celtic fans buy alcohol in the main concourse of the ground.
Anyone who has travelled to England for football will find this unremarkable but it is not something that happens in Scotland. The sale or consumption of alcohol in Scottish football grounds has (mostly) been banned since 1981.
Of course Celtic’s actions were not without restrictions. Alcohol was only available in one area of the stadium (part of the Jock Stein stand), between 11am and 1pm. Fans also then had to leave the ground before being re-admitted. But this was still a notable change from usual practice.
There has long been a debate about whether or not alcohol should be sold by clubs in stadiums but such plans have generally (mainly) been rejected. In fact, Scottish football and alcohol have a long, complicated and often controversial relationship.
During the time of football’s development in the late-1800s, levels of alcohol consumption were a subject of public concern. Many people worried about drunkenness and wider social problems, which led to temperance and prohibition political groups being formed.
To give an idea of how much this permeated society, the early Labour Party included temperance reform as part of its political platform. And in 1922, Winston Churchill famously lost his MP seat in Dundee to Edwin Scrymegour, a man who wanted to ban alcohol.
Football was of course not immune to these issues. Fans would openly drink on the terraces, as well as in the numerous pubs which existed at the time. Newspapers would decry the drunkenness of fans, and openly preach against drinking and swearing at the matches.
Writing in January 1893, one newspaper reporter commenting on a Celtic game said they witnessed a: “Bacchanalian scene on the grandstand” which would make “angels weep”. The writer added alcohol was brought in numerous containers including: “beer bottles, medicine bottles and small glasses”.
It was not just the fans that had an alcohol association, this extended to the players too. In the days before professionalism (paying players) was allowed in Scottish football, many clubs – including Celtic – found ways to get around these restrictions.
One method favoured by the Bhoys was to give a player access to pub ownership, arranging for the relevant cost to be paid. Many of Celtic’s early heroes benefited from this, including James Kelly and Dan Doyle. Others – such as Mick McKeown – found this led them onto a path of alcoholism.
A Scottish Sport article from the 1890s heavily criticised Celtic for their alcohol links, saying that this made the club akin to “a modern Frankenstein”. They decried Celtic for supporting charity at the same time as it helped “its young men [throw]themselves recklessly into a business of which every tendency is toward moral ruin.”
Even Celtic’s longest serving manager himself was involved in the alcohol trade. Willie Maley’s business interests included a sports shop and his own restaurant, The Bank. This was frequented by players and club officials and often used to celebrate Celtic successes.
Over time, running pubs became a common retirement occupation for numerous players, in the days before football wages could mean never having to work again. Numerous Celts opened their own bars, including Billy McNeill, Bertie Auld, Tommy Gemmell and Harry Hood.
Scottish fans have also always liked a drink, whether in the 1800s or modern era.
Numerous reports of football before the 1980s describe the huge piles of alcohol bottles to be found on the terraces after a big game, in the days when fans would bring in their own drink. Many young fans used to pay for their ticket by collecting these bottles for the refunds!
The most famous moment concerning alcohol and Scottish football came in February 1981 when the two went their separate ways; it became illegal to sell alcohol in football grounds, or to take alcohol into a stadium. The cause of this was of course the 1980 Scottish Cup Final.
In this match, Celtic met Rangers. After 90 minutes the two sides remained deadlocked but in extra time a Danny McGrain shot was deflected home by George McCluskey to give the Bhoys victory. As the Celts celebrated (with some fans on the pitch), Rangers supporters invaded the park and tried to attack them.
The result was a huge battle, which required riot police and horses to eventually quell. It resulted in newspaper tirades against football and especially condemned alcohol’s contributory role. As such, politicians acted the following year to remove the ‘demon drink’ from Scotland’s national game.
Since then, most fans have been unofficially able to drink alcohol in the ground, although of course many people flout these rules and sneak in their own drink. However the word “most” is deliberately used because in fact it is a myth to say you cannot legally drink in football grounds.
It is perfectly possible to purchase and consume alcohol in Scottish grounds, providing you can pay for the privilege. Hospitality sections and corporate seats have always allowed those people lucky enough to attend the chance to have a beer, wine or other drink (albeit not during the actual game).
Celtic – and many other Scottish clubs – have long sought to change this. Naturally a great many see the economic boost it could give clubs. Particularly with the rise of foreign owners (not least Americans with an insight into US sport) this pressure has continued to grow.
Alcohol and football of course have many links outwith sales inside grounds. For one thing alcohol sponsorship of football – including Celtic – is widespread. The Celts have at times had Tennent’s or Magners emblazoned across the Hoops, and alcohol adverts can be seen around Celtic Park.
The move a few years ago to open the Kerrydale Bar did let Celtic fans have a drink in the ground pre- and post-match. However this was in a separate section that required fans to leave before entering the ground and their seat.
Last Saturday’s move was a step further on, albeit fans still had to leave the stadium before the match. In addition, the timings (closed by 1pm) are unlikely to attract many to participate. Nevertheless it does seem that this action could be a first step towards a more fundamental change.
130 years ago the issue of alcohol and football (and indeed wider society) provoked debate and disagreement. In many ways, life has not moved on; any steps to relax Scottish football’s relationship with alcohol will no doubt reignite these same disputes. But it does feel like a wider discussion may be coming soon.
Been an investor now for over twenty eight years and sit in lounge one at Celtic park. Its licenced and in this time ive seen only two people who were the worse for alcohol and were asked to vacate the premises. It is very changed from olden days lovely surroundings nice people and beautiful toilet facilities along from wading through wades of well! to get to a toilet. You can have a tea or coffee before the game and at half time not all are there for alcohol and a chat with plush furniture with some of your friends and discuss the match.I know that all fans are privy to this pleasure but all should not be tarred with the same brush too many are too quick to lumber us with.I have no doubt that in other clubs this kind of farcicality for their own fans but that does not make headlines or sell newspapers.The biggest majority of fans are there to see the football and drink is far from their minds.
The abject failure of minimum. Unit pricing, where buckfast has increased its sales, means the SNP govt are thrashing about for someone else to blame. So football it is. Its pathetic