Alcohol Sponsorship and Advertising in Sport

Alcohol Sponsorship and Advertising in Sport
Prepared by  Prepared by: Dr Ralph Richards, Senior Research Consultant, Clearinghouse for Sport, Australian Sports Commission
Last updated  Last updated by: 23 January 2017
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Alcohol Sponsorship and Advertising in Sport
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Alcohol sponsorship of sporting organisations, teams and events, as well as advertising of alcohol products during sports events (ground advertising and broadcast advertising) pose unresolved ethical questions because of the health and social risks associated with alcohol consumption. 

Key Messages 


Alcohol product sponsorship of sporting organisations, teams, and events can be viewed from an ethical and a health perspective.


The association of alcohol products with sports and sportspeople can have an impact upon public perceptions and individual behaviour.


Industry codes of practice are viewed by some groups as ineffective.

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