Is beer and surfing the right mix?

The World Surf League’s announcement that it has agreed a three-year sponsorship with Coopers Brewery for Australian events raised few eyebrows this week which is significant given that drinking is linked with a significant number of ocean drowning deaths each year and that alcohol consumption is illegal on beaches across the country.

For the World Surf League, the Australian sponsorship is another global beer sponsorship in addition to its current links with beer brands Corona, Michelob Ultra Pure Gold and 805.

Clearly sponsors want to reach the Millennial and Generation Z demographic that is WSL’s main audience.

Yet, in Australia it is these generations, and particularly males in these generations, that are among those with the highest levels of drowning death.

In the wake of a rise in drownings over the peak weeks of summer, as recently as January this year Royal Life Saving Society - Australia advised that alcohol continues to be a drowning issue over summer with 24% of adults surveyed saying they sometimes enter the water after consuming alcohol.

Among Australia’s water safety bodies, Royal Life Saving has repeatedly released the result of research into the heightened dangers of entering water after consuming alcohol, even releasing its 'Make the Right Call' - Avoid alcohol around water campaign in 2019.

Commenting on these dangers, Royal Life Saving Chief Executive, Justin Scarr told Australasian Leisure Management “alcohol is a significant factor in many drowning incidents, especially in young men. Alcohol consumption prior or during water activities impairs judgement, increases risk-taking behaviour and reduces co-ordination, it’s a risky cocktail.

“We have long held concerns about alcohol advertising links to recreational water activities, commonly boating and fishing, where an esky is often presented as integral to the activity.

“The Australian Water Safety Strategy 2030 commits us to investigating links between alcohol advertising and risk-taking behaviour around water.”

In addition, with WSL events held at popular Australian beaches, it is worth noting that alcohol consumption is illegal on beaches in Queensland and Western Australia as well as in many local government areas across the country.

While researchers and the lobby group the Foundation for Alcohol Research and Education (FARE) regularly cite how sport sponsorship by alcoholic brands normalises alcohol consumption and sends an inappropriate message to children, beer sponsorships in surf sport appear to send a message that is potentially even more harmful.

While World Surf League has not responded to an Australasian Leisure Management request for comment, a statement from Coopers advised “Coopers encourages responsible drinking behaviour and is a supporter of DrinkWise, an independent, not-for-profit organisation with a primary focus to help bring about a healthier and safer drinking culture in Australia."

Main image: Coopers' Pacific Pale Ale will be promoted through its partnership with the World Surf League (top, credit: WSL). Video shows Royal Life Saving's  'Make the Right Call' - Avoid alcohol around water campaign of 2019.