ARAPO Updates

November 2005

Bar Games and Alcohol Sponsorship

Earlier this month, the Alcohol Policy Network hosted a discussion through the APOLNET Listserv on "Harmful Drinking and Campus Alcohol Policies". Out of this discussion, a number of postings emerged with concerns about alcohol sponsorship, especially on campuses. A major concern is sponsored drinking games near or on campuses.

Beer Pong is one of the more popular drinking games. The objective: to throw a ping pong ball from one side of the table into beer-filled cups on the other side. Recently, Anheuser-Busch Cos. Inc. picked up on the popular game and started marketing the game under the name, Bud Pong. Anheuser-Busch Cos. Inc. reports that the game was never intended to be played with beer, but with water. However, the game has been deemed irresponsible due to its promotion of excessive drinking and Budweiser has dropped its name from future promotions. Go to the October 19, 2005 USA Today article for further details.

There are no reports of Bud Pong being played in Ontario; however, school campus bars and community bars should be aware of this issue, its potential consequences, and what to do about it. Bud Pong is one major type of sponsorship called event marketing, which is sponsorship of a specific event. Other major forms include, partner sponsorship: a long-term partnership between an organization and a sponsor, and cause related sponsorship: a sponsor promotes a specific cause or group.

Alcohol sponsorship is concerning because sponsors rarely come without conditions attached and there are a number of potential consequences. One example is that when an event such as a festival or a baseball game is sponsored by an alcohol company, it sends a message that alcohol is necessary to enjoy the event.

Let's Take Action on Alcohol Sponsorship: A practical guide to policy development for organizations on the issue of alcohol sponsorship is an in-depth resource about sponsorship issues that explains how to create effective policies surrounding alcohol sponsorship. This resource is available free of charge in PDF form [PDF]. Printed copies can be ordered online [PDF] for a minimum cost, or by contacting the ARAPO coordinator.

ARAPO gratefully acknowledges the support of the Ministry of Health and Long-Term Care for its programming.

ARAPO is the host of APN's Alcohol Advertising Information Pack.