SAFER Webinar Series: Webinar 2
You are invited to participate in the webinar "Alcohol Sponsorship in Sports: Implications for Public Health in the Americas," on Wednesday, May 27, 2026, at 12:00 p.m. (EST or Washington, D.C. time). This is the second in a series of seven webinars that will address the interventions of the SAFER strategy for reducing alcohol consumption.
Webinar Objectives
- Present the key findings of the *Report on the Status of Alcohol and Health in the Region of the Americas 2025* (disease burden, consumption patterns, and major challenges).
- Present scientific evidence regarding the impact of alcohol sponsorship in sports events on initiation, consumption intent, and consumption patterns—particularly among adolescents and young adults.
- Analyze alcohol sponsorship in sports events as a high-exposure marketing strategy that operates through emotional, cultural, and social associations that enhance its effectiveness.
- Examine current challenges in regulating alcohol sponsorship, including its expansion into digital environments and the limitations of self-regulatory approaches.
- Identify and discuss evidence-based public policy options to restrict alcohol sponsorship in sports, in alignment with the recommendations of the SAFER technical package, drawing on experiences among countries regarding progress, barriers, and opportunities.
How to Participate
- DATE: Wednesday, May 27, 2026
- TIME: 12:00 p.m. (Washington D.C., or EST) [Check the time in other cities at the bottom of this page]
- LANGUAGES: English, Spanish, and Portuguese, with simultaneous interpretation.
- REGISTRATION: https://paho-org.zoom.us/webinar/register/WN_Onga6SnSRtO86kdCElIIAw#/registration
Agenda
Moderator: Leonardo García, Consultant on Alcohol and Psychoactive Substances, PAHO
- Opening and Welcome
- Raúl Martín del Campo, Advisor on Alcohol and Psychoactive Substances, PAHO
- Presentation: Webinar Series Overview and Context
- Leonardo García, Consultant on Alcohol and Psychoactive Substances, PAHO
- Presentation: Regional Report on Alcohol and Health in the Americas
- Raúl Martín del Campo, Advisor on Alcohol and Psychoactive Substances, PAHO
- Presentation: Alcohol Sponsorship in Sports: Evidence and Implications for Public Health
- Richard Purves, University of Stirling
- Presentation: Strategy and Narrative Behind World Cup Sponsorship
- Angélica M. Claro, Movendi
- Presentation: Costa Rica’s Experience in Protecting Sports from Alcohol Sponsorship
- Representative, Ministry of Health, Costa Rica
- Panel: Alcohol Sponsorship in Sports: Evidence, Impact, and Regulatory Challenges for Public Health
- Moderator: Juan Tello
- Panelists: Richard Purves, Angélica Claro, representative from Costa Rica
- Conclusions and Closing
- Raúl Martín del Campo, Advisor on Alcohol and Psychoactive Substances, PAHO
Context
Alcohol consumption constitutes one of the leading public health risk factors globally and places a significant burden on health systems, economies, and the social well-being of populations. In the Region of the Americas, alcohol remains the most widely used psychoactive substance and one of the primary obstacles to achieving public health and sustainable development goals (World Health Organization, 2024).
Exposure to marketing strategies is associated with an increased likelihood of initiating alcohol consumption, as well as with higher consumption levels and risky drinking patterns—particularly among adolescents and young adults. Within this array of strategies, alcohol sponsorship of sporting events stands out as one of the most prominent and far-reaching forms of marketing. Evidence indicates that this type of exposure is particularly influential, as it associates alcohol with positive values—such as success, celebration, performance, and belonging—and presents it as a natural part of the environment, thereby making it difficult to recognize as a marketing strategy.
Despite the available evidence, public policies in the Region have made limited progress in regulating alcohol marketing, particularly regarding sports sponsorship and digital environments. The SAFER technical package outlines a set of cost-effective interventions aimed at reducing alcohol-related harm, including restrictions on advertising and sponsorship. In this context, this webinar seeks to foster a space for technical analysis and dialogue among key stakeholders, with the aim of highlighting available evidence and identifying opportunities to develop and implement public policies to reduce exposure to alcohol marketing within the Region.
Related Links
- SAFER Webinar series: webinar 1
- SAFER
- Global alcohol action plan 2022-2030
- Global status report on alcohol and health and treatment of substance use disorders. (2024)
Time in Other Cities
- 9:00 a.m. – Los Angeles, Vancouver.
- 10:00 a.m. – Belmopan, Guatemala City, Managua, Mexico City, San Salvador, San José (Costa Rica), Tegucigalpa.
- 11:00 a.m. – Bogotá, Kingston, Lima, Panama City, Quito.
- 12:00 p.m. – Havana, Port-au-Prince, Nassau, Ottawa, Washington D.C., Bridgetown, Caracas, Georgetown, La Paz, Port of Spain, San Juan, Santo Domingo, Saint George's, Saint John's (Antigua), Santiago.
- 1:00 p.m. – Asunción, Buenos Aires, Brasilia, Montevideo, Paramaribo.
- 6:00 p.m. – Geneva, Madrid.
For other cities, please check the local time at this link.