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World Cup 2014

Drinks firms are 'real winner' in Brazil: Report

Published on Jun 11, 2014 7:49 AM

PARIS (AFP) - Attempts to fight alcohol abuse are being sapped by football's links with the booze industry, a report published in the British Medical Journal (BMJ) said on Wednesday.

"Home team Brazil may be the favourite to win the 2014 World Cup. But whichever country hoists aloft the trophy on 13 July the real winner will be the alcohol industry," it said.

Alcohol has now become culturally ingrained with football, it said. During the World Cup, millions of young people will be exposed to alcohol marketing.

Fifa "has a long record of championing the financial interests of its commercial partners, including Budweiser, the tournament's official beer partner, by imposing extreme conditions on governments around the world", said the feature, authored by freelance writer Jonathan Gornall.

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