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

To mask this reality, alcohol companies are spending millions trying to convince Australians that alcohol is central to enjoying a day of cricket or football, or even watching sport on TV at home.

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Mbappe’s alcohol boycott prompted the World Cup sponsor to announce plans for “alternative, culturally appropriate” regulations for the player of the game awards to accommodate the growing number of athletes who choose not to promote alcohol. That “alternative, culturally appropriate” should be the removal of all alcohol sponsorship from sport.

Saturating the sport with alcohol advertising, especially when children are watching, is a dire marketing tactic to attract 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These sponsorship deals are outdated and harmful.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 because of cultural beliefs or to protect their health and well-being.

Sport holds a special place in the Australian way of life. It contributes to the welfare of the nation.

We need to close the loophole through which alcohol ads bombard sports programs. Better still, we need an outright ban on sport-related alcohol advertising.

Caterina Giorgi is Executive Director of the Foundation for Alcohol Research and Education (FARE).

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