What would the Super Bowl be without the Bud Bowl? Could we watch the U.S. Open without being told to drink Heineken? What if only Gatorade sponsored the Stanley Cup? Finland – one of Europe's biggest consumers of alcohol and the new holder of the European Union presidency – hopes the answer to that last one is that Europeans will stop binge drinking. Robert Winnet and Nicola Smith, writing for the Times of London's online outlet, report that Finland is introducing a three-year strategy that will ask sporting associations to cut ties with alcohol advertisers in an effort to curb binge drinking and "cease the production and marketing of products that are attractive to or target adolescents."
Expect a fight, said Jamie Fortescue, director-general of the European Spirits Organisation: "There are no pan-European solutions to a problem which differs significantly from one member state and drinking culture to another."