As part of its commitment to changing Australia’s drinking culture, the Government is implementing the National Binge Drinking Strategy to address binge drinking among young people. The Government has committed $103.5 million to the National Binge Drinking Strategy.

As part of this strategy, the Community Sponsorship Fund of $25 million is to provide an alternative to alcohol sponsorship for community sporting and cultural organisations.

The Community Sponsorship Fund objectives:

  1. Reduce the exposure of young people to alcohol imagery and branding
  2. Remove links between alcohol and the sporting and cultural activities
  3. Provide support for community-based organisations to provide an alcohol-free environment, and
  4. Reduce risky consumption of alcohol through appropriate responsible service of alcohol provisions at sporting and cultural events.

A survey carried out by the AER Foundation found that:

  • 57% of Australians would like to see a reduced influence of alcohol in sport
  • 51% were in favour of banning alcohol advertising at events that could be seen when viewed on TV
  • 79% thought that young people might think drinking is part of the game
  • 59% felt that some sporting personalities were not good role models for safe alcohol use

The Department of Health and Aging recently released a consultation paper on the Expansion of the National Binge Drinking Strategy, Community Sponsorship Fund. The AER Foundation responded to this paper with the following comments and recommendations.

AER Foundation comments:
The AER Foundation congratulates the Government on committing resources to the sponsorship fund and sees this as an important first step to addressing the link between alcohol and sport.

Sponsorship of sporting and cultural events by alcohol companies is a form of marketing and provides an opportunity to promote alcoholic products.  The AER Foundation is concerned about the influence alcohol advertising has on shaping cultural attitudes and drinking behaviours of young people.

Studies have shown that children relate alcohol brand imagery to alcohol products and associate alcohol consumption with sporting and social success.  Children often know the major alcohol sponsors of their favourite sporting team and they have identified alcohol as a ‘product preferred by males, young people, people who are humorous, and men who play sport’. (Most Men Drink… Especially Like When They Play Sports – Journal of Public Affairs).

Many children and young people who watch televised sport are increasingly exposed to alcohol branding and imagery. Research has shown that young people who consume alcohol are more likely to engage in risky or antisocial behaviour, which can lead to injury or death.

AER Foundation Recommendations included:

  • All alcohol industry branding imagery must be removed from all organisation property, including uniforms, venues and sporting grounds.
  • All sponsored organisations, regardless of whether they have a liquor licence, must agree to certain conditions pertaining to responsible alcohol consumption and safe drinking practices.
  • To achieve the objective of providing an alternative to alcohol industry funding of sporting and cultural activities, a strategy should be put in place for a long-term sponsorship fund.
  • Regulation of alcohol industry advertising must be legislated to ensure open, transparent and impartial interpretation and application of advertising codes.
  • The exemption under the Commercial Television Code of Practice which allows alcohol advertising during live sports broadcasts on weekends and public holidays should be removed.

The AER Foundation feels that the implementation of the Community Sponsorship Fund should be accompanied by greater regulation of alcohol industry sponsorship of sporting and cultural events from the elite level to community-based activities. 

Writer Helen Splarn. Editor Dr Ramesh Manocha
Source: AER Foundation Submission (Community Sponsorship Funding). Consultation Paper – Expansion of the National Binge Drinking Strategy Community Sponsorship Fund (Dept of Health and Aging)