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Sports events under threat if alcohol sponsorship ends?

Author
Frances Cook,
Publish Date
Wed, 17 Dec 2014, 4:23PM
Fernando Verdasco (Getty Images)
Fernando Verdasco (Getty Images)

Sports events under threat if alcohol sponsorship ends?

Author
Frances Cook,
Publish Date
Wed, 17 Dec 2014, 4:23PM

UPDATED 5.24pm: There's reassurances that banning alcohol sponsorship needn't be a death knell for sporting events.

A Ministerial Forum has recommended the ban, as well as stricter limits on alcohol advertising.

Forum chair and former rugby league coach Graham Lowe says smaller clubs will be hardest hit, but they have an action plan to help them.

"We've also recommended ways - we've put forward ways we think will gain further sponsorships and other ways in a similar way to what cigarette advertising did."

Lowe says the small clubs will find it hardest to replace sponsors.

But he says it can be done, and the sacrifice is worth it.

"There's a bit of a poisoned chalice and at some stage, you've got to say enough is enough and if we can do anything at all to protect the young, then we've gotta do it."

 

However, advertisers are warning sport will feel the pinch, if there's a clampdown on alcohol sponsorship.

The Ministerial Forum on Alcohol Advertising and Sponsorship has released recommendations for consultation, which include banning alcohol companies from sponsorship, and limiting other advertising.

Chief executive of the Association of New Zealand Advertisers Lindsay Mouat says it would bring an end to writing cheques for events such as the Heineken Open.

"That would be very difficult for them to replace Heineken as a sponsor and I really question seriously - is Heineken sponsoring tennis a driver of alcohol-related harm."

 

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