Alcohol Sponsorship and Advertising in Sport

Alcohol Sponsorship and Advertising in Sport        
Prepared by  Prepared by: Dr Ralph Richards and Christine May, Senior Research Consultants, Clearinghouse for Sport, Sport Australia
evaluated by  Evaluation by: Victorian Health Promotion Foundation (VicHealth), Alcohol Programs Group (July 2016)
Reviewed by  Reviewed by network: Australian Sport Information Network (AUSPIN)
Last updated  Last updated: 18 October 2018
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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.


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

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