Civil society organisation Vision for Accelerated Sustainable Development Ghana (VAST Ghana) has rejected renewed calls by the Ghana Football Association (GFA) to remove restrictions on alcohol sponsorship in sport.
GFA President Kurt Edwin Simeon-Okraku renewed the association’s campaign on Wednesday, November 4. He argued that the ban had cost the Ghana Premier League a Guinness Ghana sponsorship deal worth more than US$5 million annually.
In a statement reported by Pulse Ghana, VAST Ghana said it recognised the need for sustainable funding in sport but warned that this should not undermine safeguards designed to protect children.
“However, the financing of sports must not come at the expense of children’s health and protection,” the organisation said.
VAST Ghana referred to the Food and Drugs Authority (FDA) Guidelines for Advertisement of Regulated Products (FDA/DRI/DMS/GL-ADV/2023/01), introduced under Section 148 of the Public Health Act, 2012 (Act 851).
The group said Guidelines 3.11.9(c), 3.11.10 and 3.12.1 prohibit advertisements from linking alcoholic drinks with sporting activities or appealing to anyone under 18.
It argued that football sponsorship should not be viewed simply as charitable support carrying a company logo.
“Sponsorship of football is therefore not philanthropy with a logo attached. It is the purchase of advertising space on children’s shirts, on the boards behind the goal they sit behind, and in the broadcasts they watch,” the statement said.
The organisation also challenged suggestions that the Ghana Sports Fund Act, 2025 (Act 1159) allows alcohol advertising at sporting events.
Section 3(j) of Act 1159 directs 10 per cent of beverage advertising costs to the Ghana Sports Fund. However, VAST Ghana said the legislation does not define “beverages” and does not remove the FDA’s authority.
That authority was upheld by the Supreme Court in a 5-2 ruling on June 19, 2024.
VAST Ghana further cited findings from the 2023 Ghana WHO STEPS survey, which showed that 12.6 per cent of adolescents aged 11 to 19 consume alcohol.
Rather than permitting alcohol companies to promote their products around football, the organisation proposed using existing domestic excise tax revenue to support sport. It said those taxes generated GH¢1.56 billion (US$125.70 million) in 2025.
Labram Musah, speaking on behalf of VAST Ghana, said the GFA should seek a greater share of tax receipts instead of relying on advertising around matches.
“If the Association needs revenue, we will walk with them to the Ministry of Finance and argue for a share of excise tax revenue. Let the product pay for the game without putting its name on our screens, children’s shirts, etc.,” Musah said.
