'Football is losing millions' - Jamil Maraby calls for review of alcohol sponsorship ban

The Director of Marketing at the Ghana Football Association, Jamil Maraby, has made a passionate case for the review of regulatory restrictions that prohibit alcoholic beverage companies from sponsoring sports in Ghana, warning that the current framework is costing football significant financial opportunities.

Under the provisions of the Food and Drugs Authority, guided by the Public Health Act, 2012 (Act 851), alcohol-related advertising and sponsorship in sports are tightly controlled. The regulations include a ban on endorsements by celebrities and professionals, as well as strict limitations on linking alcohol consumption to sporting success—measures primarily aimed at reducing youth exposure.

While acknowledging the public health intentions behind the law, Maraby argued that its current structure has created unintended consequences for the football industry, limiting access to a major source of sponsorship revenue.

Speaking on the GFA Podcast with Patrick Akoto, he called for a more balanced and modern approach:

“It’s an institution led by people who feel this should be policy without being sensitive to the consequences. Too many people and brands are suffering from this law which bars alcoholic companies from sponsoring sports. The law must be massaged—it can be restructured in a way that still benefits the sport.”

Maraby emphasised that the realities of consumer behaviour should be considered in policymaking, suggesting that prohibition does not eliminate consumption but rather limits the ability to channel industry profits into national development through sport.

“Whether we advertise or not, people will drink. So why not allow the companies making that money to give back to society? The level of funds we are losing is unbelievable.”

He pointed out that globally, major alcoholic beverage brands play a significant role in sports sponsorship, often contributing resources that rival or exceed those of telecommunications and betting companies. According to him, Ghana’s football ecosystem is being deprived of similar opportunities due to regulatory rigidity.

“These companies can pay more than some of the biggest sponsors we currently have. That is the level of revenue we are talking about.”

Maraby further urged policymakers to adopt best practices from established football markets, where structured and responsible alcohol sponsorship frameworks coexist with public health safeguards.

“The FDA must evolve and learn new approaches. Across Europe, you see how these partnerships are structured responsibly. There is no need to reinvent the wheel—we can adapt what already works.”