The wider health implications of lockdown are becoming increasingly understood. The Chief Medical officer Professor Chris Whitty, said when questioned about the impact of lockdown 2.0, “there are no good solutions. All the solutions are bad”. Countries and regions across Europe have approached lockdowns with different levels of severity. While gyms have been asked to close in England, it has been striking that the health authorities have repeatedly pushed the importance of exercise and continued to champion its benefits, allowing people to leave their homes to maintain some level of activity.
The current health pandemic has focused many minds on protecting themselves, their families, their neighbours and for those serving in government, their country. At an individual level, everyone has been called to play their part. The advice issued here in the UK, as with much of the world centres around social distancing in order to “flatten the curve”. It is hoped this will reduce the speed of viral spread so our health system is able to protect those most vulnerable.
The proven benefits of an active lifestyle are many and varied. Those who maintain an active lifestyle continually report physical, mental and emotional advantages compared with matched groups of less active individuals. Conversely links between sedentary lifestyles and illness are overwhelming with obesity and diabetes now at the heart of public health messaging.
Beer companies have a long history of sports sponsorship. Beer remains a fixture within the top ten spending categories across the sponsorship industry. Major deals exist across high profile sporting properties such as the Football, Basketball and Rugby World Cups, which are synonymous with hospitality and fan engagement programmes.
