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Evidence Base for Sport

Alcohol Sponsorship and Advertising in Sport

Prepared by: Christine May, Senior Research Consultant, Clearinghouse for Sport
Reviewed by: Australasian Sport Information Network
Last updated: 17 February 2021
Content disclaimer: See Clearinghouse for Sport disclaimer

Alcohol sponsorship of sporting organisations, teams and events—as well as advertising of alcohol products during sporting events (including venue 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 influence public perceptions and individual behaviour.

Codes of practice

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



Further information

Related Topics

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