Understanding the Role of Alcohol Consumption in Football Cultures, 2019-2020

Alcohol consumption in the UK, particularly higher-risk drinking, remains high compared to historical estimates and consumption levels elsewhere in the world. It is argued that the widespread acceptance of drinking and consumption patterns in the UK population, combined with liberal changes in government policy related to alcohol (e.g. extended opening hours), has created a ‘culture of intoxication’ where higher-risk consumption is a normalised and regular occurrence. One setting where alcohol takes a central role is watching or attending football matches. The cultural acceptance and normalisation of alcohol use, coupled with regular exposure to alcohol marketing through sponsorship and advertising, means that football offers a particularly illuminating location for understanding contemporary consumption of alcohol. The collection includes data from an online survey with football supporters, transcripts of focus groups with football fans in Scotland and England and photos taken by football fans on the theme of alcohol and football. We explored the acceptability of alcohol at football matches and the role that it plays for those attending football matches in England and Scotland. Findings from our photovoice study illustrate the major role that alcohol plays for many fans who attend football matches in Scotland and England with many reporting positive aspects regarding socialising and atmosphere. Alcohol culture and fan culture mutually shape alcohol consumption practices during a match-day experience with the type of alcohol consumption dependent on multiple factors including the distance of travel to the stadium, the length of time before kick-off, the size of the travelling support and existing legislation regarding the availability of alcohol at football matches.