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Is beer and surfing the right mix?

Is beer and surfing the right mix?
February 27, 2022

The World Surf League’s announcement that it has agreed a three-year sponsorship with Coopers Brewery for Australian events raised few eyebrows this week which is significant given that drinking is linked with a significant number of ocean drowning deaths each year and that alcohol consumption is illegal on beaches across the country.

For the World Surf League, the Australian sponsorship is another global beer sponsorship in addition to its current links with beer brands Corona, Michelob Ultra Pure Gold and 805.

Clearly sponsors want to reach the Millennial and Generation Z demographic that is WSL’s main audience.

Yet, in Australia it is these generations, and particularly males in these generations, that are among those with the highest levels of drowning death.

In the wake of a rise in drownings over the peak weeks of summer, as recently as January this year Royal Life Saving Society - Australia advised that alcohol continues to be a drowning issue over summer with 24% of adults surveyed saying they sometimes enter the water after consuming alcohol.

Among Australia’s water safety bodies, Royal Life Saving has repeatedly released the result of research into the heightened dangers of entering water after consuming alcohol, even releasing its 'Make the Right Call' - Avoid alcohol around water campaign in 2019.

Commenting on these dangers, Royal Life Saving Chief Executive, Justin Scarr told Australasian Leisure Management “alcohol is a significant factor in many drowning incidents, especially in young men. Alcohol consumption prior or during water activities impairs judgement, increases risk-taking behaviour and reduces co-ordination, it’s a risky cocktail.

“We have long held concerns about alcohol advertising links to recreational water activities, commonly boating and fishing, where an esky is often presented as integral to the activity.

“The Australian Water Safety Strategy 2030 commits us to investigating links between alcohol advertising and risk-taking behaviour around water.”

In addition, with WSL events held at popular Australian beaches, it is worth noting that alcohol consumption is illegal on beaches in Queensland and Western Australia as well as in many local government areas across the country.

While researchers and the lobby group the Foundation for Alcohol Research and Education (FARE) regularly cite how sport sponsorship by alcoholic brands normalises alcohol consumption and sends an inappropriate message to children, beer sponsorships in surf sport appear to send a message that is potentially even more harmful.

While World Surf League has not responded to an Australasian Leisure Management request for comment, a statement from Coopers advised “Coopers encourages responsible drinking behaviour and is a supporter of DrinkWise, an independent, not-for-profit organisation with a primary focus to help bring about a healthier and safer drinking culture in Australia."

Main image: Coopers' Pacific Pale Ale will be promoted through its partnership with the World Surf League (top, credit: WSL). Video shows Royal Life Saving's  'Make the Right Call' - Avoid alcohol around water campaign of 2019.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.

Read more from this author

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21st February 2022 - World Surf League announces three-year Australian events sponsorship with Coopers brewery

16th February 2022 - Pressure grows on Woodside Energy’s arts sponsorships

9th February 2022 - Turnstile appointed by ICC to value its sponsorship program

2nd February 2022 - Australian Open 2022 scores with sponsorship and broadcast success

17th November 2021 - World Surf League announces four consecutive months of competitions in Australia in 2022

31st October 2021 - World Surf League to extend education partnership with Bond University

8th September 2021 - Lockdowns contribute to rise in Australian drowning deaths during past year

28th January 2021 - MKTG partners with World Surf League Australia

25th January 2021 - Surf Life Saving Australia warns drowning deaths more likely on public holidays

18th September 2020 - Royal Life Saving and Surf Life Saving Australia report males account for 80% of all drowning deaths

10th June 2020 - Research highlights exposing children to alcohol advertising leads to increased uptake and intake

16th January 2020 - World Surf League announces Chief Executive change

11th October 2019 - World Surf League agrees 10-year partnership with surfers’ representative body

7th June 2019 - World Surf League reveals plan to become carbon neutral and eliminate plastic use this year

30th April 2019 - Research shows alcohol advertising in sport fuels a drinking culture

26th February 2019 - Margaret River Pro to remain on World Surf League schedule despite shark fears

22nd January 2018 - Royal Life Saving and James Cook University researchers to breathalyse swimmers

29th December 2017 - Wild Christmas party leads to alcohol ban on St Kilda Beach

19th November 2016 - Royal Life Saving Society WA highlights risk of alcohol and aquatic environments

16th November 2016 - Research shows correlation between alcohol consumption and river drownings

5th April 2016 - Report says Australia is losing the war on obesity and alcohol

25th April 2015 - Alcohol industry uses social media to present drinking as an integral part of the sport experience

26th October 2014 - Alcohol, fast food and gambling dominate Australian sport


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