Gor Mahia official slams NACADA's proposal to ban alcohol sponsorship in sports
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Reading Time: 3min | Fri. 25.07.25. | 20:21
Bolo believes that there are better ways to regulate alcohol use without reversing the gains made as far as the development and investment in sports is concerned
Gor Mahia vice chairperson Sally Bolo has firmly opposed a proposal by the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), seeking to prohibit alcohol sponsorship in sports, warning that such a move could cripple the already struggling Kenyan sports industry.
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NACADA recently unveiled a raft of measures aimed at curbing alcohol consumption, among them a ban on advertising alcoholic beverages using celebrities, a prohibition on alcohol sponsorships in sports, and stricter regulations around alcohol sales and distribution.
However, the proposal has sparked concern among sports stakeholders, with Gor Mahia becoming one of the first top-tier football clubs to publicly speak out.
In a strongly worded statement, Bolo criticised the policy as "misguided and potentially destructive" to Kenyan football, calling for a more balanced and progressive approach that safeguards both public health and the future of the sport.
"As a sports administrator, I respectfully disagree with NACADA’s proposal to ban alcohol advertising featuring celebrities and to block alcohol sponsorship in sports,” Bolo stated through her social media handles.
“Globally, some of the most successful and prestigious football competitions thrive with alcohol brand sponsorships. From Heineken’s support of the UEFA Champions League to Carlsberg, Guinness, and Carling’s involvement in English football, these partnerships have played a significant role in the growth and commercialisation of the sport," added Bolo.
She further argued that Kenyan football, already grappling with dwindling resources, cannot afford to lose one of its few stable sources of funding.
"While protecting public health is crucial, we must also strike a balance between regulation and the economic realities facing Kenyan sports. Our leagues suffer from limited sponsorship, poor infrastructure, and underpaid players. Removing alcohol sponsorship would only worsen these challenges,” she noted.
Bolo pointed to Tusker FC as a prime example of a responsible corporate partnership in football.
The 12-time FKF Premier League champions have been consistently supported by East African Breweries Limited (EABL), under its Tusker brand—backing that has anchored the club’s success and stability for decades.
"EABL pays taxes, creates jobs, and has invested in sports development across the country. Tusker FC is not just a football team; it is a model of sustainability in Kenyan sport. Such partnerships should be strengthened, not threatened,” she offered.
Instead of an outright ban, Bolo urged NACADA to explore alternative, evidence-based strategies such as promoting responsible drinking campaigns, regulating advertisement timings, and enforcing ethical messaging.
"We need reform, not ruin. President William Ruto, kindly fix the system—not finish it. Kenyan sports need support, not more financial setbacks,” concluded her post.
NACADA’s broader policy proposals include raising the legal drinking age to 21, banning online alcohol sales and home deliveries, and declaring 300-meter alcohol-free zones around schools, churches, and residential areas.
The policy also seeks to shut loopholes allowing minors to access alcohol online and proposes the expansion of rehabilitation services across the country.
Should the alcohol sponsorship ban be enacted, Tusker FC’s future would be thrown into uncertainty, given its deep financial ties with its long-standing sponsor.
The ripple effect could extend to other clubs, athletes, and sporting institutions that rely on such funding.
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