MP raises concerns over vape companies sponsoring football kits amid new UK laws on vaping

On 2 May 2024, concerns were raised about vape companies appearing as sponsors on football kits, sparking a debate on whether such partnerships should be allowed. During Prime Minister’s Questions (PMQs), MP Kirsten Oswald from the SNP questioned whether vape companies should be banned from advertising on sports kits, citing worries about the impact on young people.

This discussion comes ahead of a new law aimed at making vapes less appealing to children, with restrictions planned on flavors, packaging, and sales in the UK. Prime Minister Rishi Sunak responded by stating that decisions on sponsorship were up to the individual teams.

Blackburn Rovers football club, currently sponsored by Totally Wicked, a vape brand, has faced criticism for their choice of sponsor. MP Kirsten Oswald believes that such sponsorships send the wrong message to young people and may encourage underage smoking and vaping.

Despite the controversy, a spokesperson for Blackburn Rovers defended their sponsorship, stating that there was no evidence to suggest that it had led to an increase in vaping among children. They emphasized the positive role of vaping in reducing smoking within communities.

The English Football Association (FA) has strict guidelines on kit sponsors, especially for youth kits, prohibiting products or services deemed detrimental to the welfare of young persons. As a result, Blackburn Rovers’ child and youth kits do not feature the Totally Wicked brand.

With the UK government planning further restrictions on vaping, including banning the sale of disposable vapes from April 2025, the debate on vape sponsorships in sports is likely to continue.