The decision by Galway GAA to accept Red Bull as “the official drinks partner” for all Galway football and hurling teams has been criticized by a Government body as sending the wrong message to young people.
Red Bull announced its sponsorship deal with Galway GAA covering football and hurling teams at senior, minor and U21 levels during their training and games.
A statement from the drinks giant said “the exciting new partnership” continues Red Bull’s “long standing association with both Gaelic football and hurling through the creation of its own events and the Red Bull Athlete network”.
Red Bull Longest Day is led by Galway full forward Joe Canning, described by their marketing as a “Red Bull Athlete”.
“Red Bull’s involvement in Gaelic Games is similar to the level of support the brand has established with some of the world’s best athletes and events in a multitude of sports, ranging from field sports to surfing, triathlon and skiing. Some of the most significant partnerships include football (FC Red Bull Salzburg, New York Red Bulls, Red Bull Brazil), ice hockey (Red Bull Salzburg & Munchen), triathlon (Ironman, official drinks partner) and running (Wings for Life World Run) to name but a few.
“Red Bull has also invested in such innovations as the Diagnostics Training Centre, based in Austria, which aids athletes in recovering from injury and achieving peak fitness and performance,” the company said.
CEO of Galway GAA John Hynes said the county’s top sporting association was “delighted to be linking with such a progressive company as Red Bull”.
“Both Red Bull and Galway GAA have matching ambitions and look forward to continued success on and off the field,” he stated.
However, the deal has left the all-Ireland food safety and nutrition promotion board with a bad taste.
“This is very disappointing news to hear given that stimulant drinks like Red Bull are not suitable for children or for rehydration purposes following sport,” remarked Dr Cliodhna Foley-Nolan, director of human health and nutrition for Safefood.
“The consumption of energy drinks in Ireland is associated with binge-drinking and I’m unclear how this sponsorship fits with the philosophy and vision of any national governing body like the GAA which does so much positive work with children and sport, particularly at underage levels.
“Role-modelling is a powerful tool when it comes to our sports stars, especially with younger children. Safefood have always recommended that the marketing of these products is undertaken without association with sport however this sponsorship seems to be prepared to target young, impressionable consumers in the belief that stimulant drinks will help them achieve ‘peak fitness and performance’ according to their own marketing materials.”
A report released last month by Safefood into energy drinks found there was a massive increase in the number of products now on sale since 2002, with some brands containing up to 16 teaspoons of sugar in a single can.
Males aged 15-24 were the highest consumers of energy drinks (64%) and over half of those who consumed energy drinks (54%) consumed them at least once a week or more frequently.
Dr Foley-Nolan noted that energy drinks and sports drinks now comprise more than 20% of the soft drinks market in Ireland.
“Consumption can have health consequences because of their sugar and caffeine content. A typical small 250ml can has sugar levels of 6 teaspoons per can which is equivalent to a full chocolate bar.
“The caffeine content is high and drinking two small cans and one small espresso of coffee drives an adult’s daily caffeine intake above recommended levels.”
The use of energy drinks as a mixer with alcohol among young adults also has consequences in the context of Ireland’s current binge–drinking culture, she stressed.
“Safefood’s position continues to be that these drinks are not recommended as a mixer for alcoholic beverages but this is now common and part of the binge drinking culture prevalent particularly amongst our 15-24 year olds.”
Operation Transformation GP Dr Ciara Kelly described mixing an energy drink – which is a stimulant – with alcohol – which is a depressant – like “driving a car with your feet on the accelerator and brake pedals at the same time”.
“It stimulates a person so they actually end up drinking for longer as they may not be aware how drunk they really are. GP surgeries and our emergency departments have to deal with the effects of mixing energy drinks with alcohol,” she explained.
“The cheap price, easy availability, aggressive marketing and consumption of these products bluntly show how far from responsible the industry truly is and why we need to ask ourselves some hard questions when it comes to their use.”
Dr Foley-Nolan insists that energy drinks are also not suitable for children under 16 or for rehydration purposes following sport.
“The marketing of these products should be undertaken without any ambiguity or association with sport or alcohol. An awareness campaign of the potential health issues, targeted specifically at young people, is something that needs to happen.”
Red Bull – the highest-selling energy drink in the world, with 5.387 billion cans sold in 2013 – is a mix of sugar, caffeine, taurine and several B vitamins. It became a worldwide sensation after a 1987 trip to Thailand by Austrian entrepreneur Dietrich Mateschitz who tried a traditional drink known as Krating Daeng to help his jetlag.
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