Australian Sport tackles binge drinking

Twelve of Australia's national sporting associations are to turn their backs on alcohol sponsorship as a result of a $25 million deal with the Federal Government.

Under a Federal Government sponsorship program to provide an alternative to alcohol sponsorship in sport: Football Federation of Australia, Netball Australia, Swimming Australia, Basketball Australia, Cycling Australia, Hockey Australia, Athletics Australia, Volleyball Australia, Equestrian Australia, Triathlon Australia, Canoeing Australia and Skateboarding Australia have struck a deal to promote safe alcohol consumption by adults, alcohol-free sporting environments for minors and to reduce alcohol promotion in their codes.

With the campaign message 'Be the Influence, Tackling Binge Drinking' each of the sports will end sponsorship that promotes alcohol consumption.
In return for sponsorship money, each of the sports will promote the safe drinking message through advertising, uniform branding, sports ambassadors and communication with players, their families and spectators.

Swimming Australia Chief Executive Kevin Neil, said his sport was proud to take a leadership role in this important area, stating "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."

Federal Minister for Sport, Senator Kate Lundy, announced the Australian Government's support for the Community Sponsorship Fund stating "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."

Neither Cricket Australia, the AFL or the National Rugby League are not part of the program with AFL spokesman Patrick Keane telling Fairfax media that it already had strong messages of responsible use of alcohol, gambling and racial tolerance.

The AFL has been criticised for a 10-year contract with Carlton United Breweries. Under the deal, a player substituted onto the ground during the game is to be known as a 'Carlton Draught substitute'.

The campaign echoes Australia's 'sports code' anti-tobacco laws of the early 1990s where tobacco sponsorship in sport was replaced by Government health sponsorships.