Athletes dare to break the link between alcohol and sport, so let’s just do it

To mask this reality, alcohol companies spend millions convincing Australians that alcohol is central to enjoying a day at the cricket or footy or even watching sport at home on television.

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Mbappe’s alcohol boycott prompted the World Cup sponsor to announce plans for “alternative, culturally appropriate” arrangements for player-of-the-match awards to accommodate the growing number of athletes who do not want to promote alcohol. That “alternative, culturally appropriate” should be the removal of any alcohol sponsorships from sports.

Saturating sport with alcohol ads, particularly when children are watching, is an appalling marketing tactic to recruit new drinkers.

These sponsorship deals are outdated and harmful. They make a great national pastime less inclusive for the many Australians who do not want to be exposed to alcohol marketing, whether due to cultural beliefs or to protect their health and wellbeing.

Sport has a special place in Australians’ way of life. It contributes to the nation’s wellbeing.

We need to close the loophole that allows alcohol ads to bombard sporting broadcasts. Better still, we need an outright ban on alcohol advertising linked to sport.

Caterina Giorgi is chief executive of the Foundation for Alcohol Research and Education (FARE).

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