Festivals, tours and venues have benefited from alcohol sponsorship for years, with brands such as Carling, Tennents, Tuborg, Magners, Gaymers, Jack Daniels and Smirnoff to name but a few, committing millions of pounds a year to live music events.

However, that could be about to change, with the BMA claiming that a crackdown is needed, as is an end to cut-prize alcohol deals, in an effort to stem the growing problem of binge drinking and alcohol consumption in general.

According ...