The Royal Australasian College of Physicians (RACP) has welcomed news that Carlton United Breweries (CUB) has ended its VB sponsorship with Cricket Australia (CA).
The demise of VB’s 20-year sponsorship with CA, estimated to be worth $65 million over the past five years is one of more than 20 alcohol-related sponsorships in Australian cricket.
The RACP is on record as saying that it was “unacceptable that young children are being bombarded with alcohol promotion both at the ground and at home watching on TV.”
This sentiment is shared by the majority of Australians, with over 60 per cent concerned about the exposure of children to alcohol promotions in sport, according to a number of recent surveys.
RACP President Dr Catherine Yelland said, “A generation of Australians have grown up and become accustomed to a sponsorship that has relentlessly pushed its product and left young Australians as collateral damage.”
“Sadly, we know alcohol marketing leads children and adolescents to start drinking earlier and makes young drinkers prone to binge drinking patterns.”
“Sometimes it starts them on a journey that has a lifelong impact. It’s not surprising that the peak age for the onset of alcohol use disorders is only 18 years old.”