Australian Sporting Organisations to Reject Alcohol Sponsorship

Twelve of Australia’s leading national sporting bodies are to reject alcohol sponsorship by committing to a major $(AU)25 million (US$25.16 million) government-funded programme.

The government established the scheme to tackle issues of young Australians and binge drinking. Under the terms of the programme, the organisations have agreed to end all existing and future alcohol sponsorship agreements and will receive a share of $(AU)25 million in new Alcopops tax revenues.

The paricipating federations include Football Federation Australia, Swimming Australia, Cycling Australia, Hockey Australia and Athletics Australia.

The Australian Football League (AFL), National Rugby League (NRL) and Cricket Australia have not yet signed up for the programme but are likely to come under pressure to do so.

Alcohol sponsorship is a major source of revenue for these organisations— the AFL recently announced a 10-year extension to its sponsorship deal with Carlton United Brewers (CUB) in an agreement reportedly worth more than $(AU)50 million.

Australia’s Minister for Sport, Kate Lundy, said: “Sport is a really important part of young peoples’ lives and it’s terrific that our elite athletes have come on board to promote a healthy sporting lifestyle in the lead up to the Olympics. This campaign is about tapping into the positive influence sporting clubs have on young people while promoting responsible drinking.”

Swimming Australia CEO, Kevin Neil, said: “Swimming is one of the highest participation sports among young people in this country and we are choosing to take a proactive approach on this issue because it’s our desire to tackle this problem together as a community.”{jcomments on}