A new report by the Foundation for Alcohol Research and Education (FARE) has revealed that all AFL and NRL clubs in Australia are now sponsored by alcohol companies.

The report, State of Play: Alcohol and Gambling Industry Influence in the AFL and NRL, also found all AFL and NRL television broadcast partnerships are sponsored by alcohol and gambling companies, with an increase in partnerships in 2026.

FARE CEO Ayla Chorley said: “Alcohol ads saturate every part of our experience of sport. It’s time to get alcohol industry influence out of sport – starting with the influx of ads on commercial TV broadcasts.

“This report underscores how we urgently need regulators like the Australian Media and Communications Authority to hear community concern and take action to reduce ads and put health and wellbeing first.”

Alcohol and Drug Foundation CEO Dr Erin Lalor AM said: “Alcohol advertising plays a powerful role in shaping our drinking behaviours and related harms, including influencing children and young people’s perceptions and attitudes towards alcohol.

“That’s why it’s important to reduce children and young people’s exposure to alcohol advertising, especially in the activities they love, like sport.”

The Australian Communications and Media Authority (ACMA) is currently reviewing rules around when commercial broadcasters can advertise alcohol.

Currently, while alcohol ads are typically restricted during most children’s viewing hours, alcohol can be advertised during sports broadcasts at any time on public holidays and weekends.

ACMA is expected to hand down a decision on the loophole in the rules in the coming weeks.

Children and Media Australia President Professor Elizabeth Handsley said: “Every child has the right to watch sport without being exposed to alcohol ads. Closing the loophole is a step towards ensuring children and families can enjoy the games they love while avoiding harmful marketing.”

Read the full report here.