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Time that sport got off the grog

News Clippings March 19 2009

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THIS week Parliament debated the alcopop tax legislation. At times, with its wild attacks and tortuous use of figures, it resembled a debate in another place, the sort of rambling argument you might get in a bar. The problem is that the results of the tax’s first year of operation are uncertain. There’s been a big decline in alcopop sales, an increase in sales of some other alcohol, and (significantly) a small decrease in the overall consumption of alcohol among the whole population. This sounds promising, but unfortunately senators are unable to answer with confidence the most important question: What has been the effect on consumption by those most at risk, such as the notorious “binge drinkers” aged 18 to 24?
It is a significant failure by government that this is not yet known, but that failure does not mean the tax should have been removed, as the Opposition wished. It makes sense to retain the tax, though yesterday’s vote went against it. But the Government should now make a proper attempt to analyse its impact.
Senator Steve Fielding was right to raise the issue of sport and alcohol during the debate.
Many professional sports are awash with alcohol and alcohol advertising. In cricket, we have seen sponsorship from Foster’s VB, Johnnie Walker whisky and Wolf Blass wine. The NRL and AFL have a range of alcohol sponsors. The techniques of sponsorship include naming rights, logos on caps and uniforms, on-ground presence and promotion, advertising campaigns featuring the teams, promotional materials, and interactive websites.
This relationship is an abusive one, and it is time it ended. If for no other reason, the divorce needs to occur for the good of our children, who are constantly presented with images of alcohol in the context of sporting achievement.
Any young person would be forgiven for assuming there must be something special about a product that is embraced so wholeheartedly by their sporting heroes. Sports representatives might argue there is nothing wrong with the responsible use of alcohol. But the constant parade of drunken rugby league players getting into trouble presents a different message. In this light, the South Sydney Juniors’ victory song ( “throw the empties away, start again etc”) cannot be laughed away. 
The linkage of sport and alcohol advertising is fundamentally implausible, just like the one that used to exist between sport and tobacco advertising. That ended a long time ago and sport survived. It will survive a divorce from alcohol advertising, too.
Copyright © 2009. Fairfax Digital