The alcohol industry uses sponsorship of sporting, cultural and social events as a key marketing strategy.
Sport is a key sponsorship avenue for alcohol in New Zealand, and includes naming rights, product placement, signage, logos on uniforms, logos on equipment and playing fields, broadcast deals, and exclusive rights to sell alcohol at events.
Children are often exposed to alcohol branding and consumption through sporting events.
There is strong public support for restricting alcohol advertising and sponsorship.
In New Zealand and Australia, tobacco sponsorship of sporting and cultural events has been banned since the 1990s.