In the world of football, commercial partnerships between players and brands are an essential part of the modern game. These collaborations not only provide players with an additional revenue stream but also help brands leverage the athlete’s influence to connect with fans. The latest example comes from Arsenal goalkeeper David Raya, who recently entered into a commercial partnership with Rosa Blanca, a Spanish beer founded in Mallorca in 1927. While such collaborations can be mutually beneficial, they also raise critical questions about the appropriateness of partnerships between footballers and alcohol brands.
The Pros
David Raya’s partnership with Rosa Blanca is rooted in authenticity. As a Spanish player, associating with a historic Spanish brand like Rosa Blanca allows Raya to promote something that reflects his heritage. It’s a connection that resonates with fans, particularly in Spain, where football and local pride often go hand-in-hand.
For Rosa Blanca, partnering with a prominent player like Raya provides visibility in an international market, leveraging his role at Arsenal to reach audiences far beyond Spain. This collaboration underscores the power of football as a platform for national brands to make a global impact.
Additionally, partnerships with brands in sectors often considered taboo, such as alcohol or gambling, can be more lucrative for players. These brands frequently pay a premium to partner with high-profile athletes, compensating for the fact that such deals may deter collaborations with other industries, like healthy lifestyle brands, which often avoid players associated with alcohol.
However, this premium comes at a cost. Players must carefully evaluate whether the immediate financial gain outweighs the potential long-term sacrifices, such as missing out on opportunities with family-friendly or health-conscious brands. Such deals might also devalue the player as a commercial entity overall. Therefore, the decision to enter into these partnerships requires careful consideration to ensure it aligns with both the player’s values and career strategy.
The Cons
Despite the benefits, partnerships with alcohol brands can be a double-edged sword for players. Footballers are role models, particularly for younger fans, and endorsing alcoholic beverages can conflict with the ideals of a healthy lifestyle that players are expected to embody. The association with alcohol may lead to criticism, especially in a sport where professionalism and fitness are paramount.
Moreover, there are legal and ethical considerations to account for. In the UK, guidelines such as ‘Think 25’ prohibit individuals under 25 from promoting alcohol. While David Raya meets this criterion, younger footballers considering similar deals must tread carefully. Clubs and players must also ensure there’s no clash with their existing partnerships. In Arsenal’s case, their
collaboration with Athletic Brewing Company, a non-alcoholic beer brand, sets a clear tone for the club’s stance on alcohol. For Raya, aligning with an alcoholic brand like Rosa Blanca could lead to questions about mixed messaging within the Arsenal ecosystem.
Key Considerations for Alcohol Partnerships in Football
When footballers enter into partnerships with alcohol brands, they must navigate a complex landscape of ethical, legal, and strategic concerns. These partnerships can offer significant financial and branding opportunities, but they also carry inherent risks. Here are the key factors players and clubs must consider:
1. Authenticity Matters
A successful partnership hinges on its authenticity. Players should only associate with brands that align with their personal identity, values, and cultural background. For David Raya, his Spanish heritage and Rosa Blanca’s roots in Mallorca create a natural connection, adding credibility and emotional resonance to the partnership. Authenticity strengthens the partnership’s appeal, both to fans and to the broader market, as it feels genuine rather than purely transactional. Players considering such deals should ask: Does this brand genuinely align with who I am and what I represent?
2. Youthful Appeal and Responsible Advertising
Footballers are role models for millions of young fans, and advertising alcohol requires extra vigilance to avoid inadvertently targeting underage or impressionable audiences. Adhering to regulations like the UK’s ‘Think 25’ guidelines is crucial, which prohibit alcohol advertising featuring individuals who appear under the age of 25.
For younger players or those with a youthful appearance, such deals may not be legally permissible, and even if allowed, they may draw criticism. The player and the brand must work together to ensure that marketing materials are responsible and comply with advertising laws in all relevant markets. Missteps in this area can result in backlash, fines, and reputational damage for both the player and the brand.
3. Club Alignment and Conflict of Interest
Footballers must ensure that their personal endorsements do not conflict with the partnerships held by their club. For example, Arsenal’s collaboration with Athletic Brewing Company—a brand specialising in non-alcoholic beverages—reflects a commitment to promoting
health-conscious choices. If a player like David Raya partners with an alcohol brand, it could create perceived or actual tensions with the club’s values and partnerships.
Moreover, some clubs have clauses in player contracts limiting their ability to sign deals with competing or conflicting brands. Players should engage legal and marketing advisors to thoroughly review potential deals and ensure compliance with their contractual obligations. Maintaining harmony between personal and club endorsements is critical to preserving relationships and avoiding disputes.
4. Public Perception and Long-Term Brand Impact
A footballer’s image is a key component of their commercial value. Alcohol partnerships, while
potentially lucrative, can carry negative connotations that may harm the player’s reputation. Fans, particularly those with health-conscious or family-oriented values, may view such endorsements as contradictory to the image of a professional athlete committed to peak physical performance.
Additionally, these deals can have ripple effects on future endorsements. For example, healthy lifestyle brands or sponsors catering to family audiences may hesitate to associate with a player endorsing alcohol. Before entering into such a deal, players should weigh the potential financial gains against the risk of alienating other markets or sponsors. Strategic planning is crucial to ensure the partnership aligns with the player’s long-term career goals and public image.
5. Ethical Responsibility and Role Modeling
Beyond legal and financial considerations, footballers have an ethical responsibility to act as role models. Promoting alcohol requires sensitivity to societal challenges, such as underage drinking and alcohol misuse. A thoughtful approach to messaging is essential, emphasising moderation and responsible consumption rather than glamorising or trivialising alcohol use. Players should consider whether the values of the brand align with their role as an influencer and public figure.
Striking the Right Balance
Commercial partnerships can be a significant asset for players and brands alike, but they must be approached with care. David Raya’s collaboration with Rosa Blanca is a celebration of Spanish culture and offers an authentic connection between a footballer and a beloved national brand.
However, the broader implications, particularly around the association of footballers with alcohol, must always be weighed carefully.
In the end, the success of such partnerships depends on transparency, alignment with personal and club values, and a thoughtful approach to public perception. By keeping these principles in mind, footballers can navigate the complexities of commercial deals while maintaining their standing as role models on and off the pitch.
Stay tuned for the next episode of Beyond the Pitch, where we continue to explore the evolving dynamics of football’s commercial landscape.