Rex
Bencher
<div id="contentSwap1" class="pageprint" style="display: inline" /> THE alcohol industry's sponsorship of sport has been directly linked to problem drinking by players for the first time in a study that challenges sporting codes and governments worldwide to restrict the practice.<p>While research has already established the potentially harmful impact of alcohol advertising on sports audiences, by encouraging them to drink more, little has been known about sponsorship impact on athletes.</p><p>A study in the latest issue of the international journal, <em>Addiction</em>, found that players from teams sponsored by alcohol companies drank heavily as a result.</p><p>The survey of 1279 athletes, co-authored by a senior research fellow from the school of medicine and public health at the University of Newcastle, Kypros Kypri, found close to half received sponsorship that included free or discounted alcoholic drinks.</p><p>The study showed that when free alcohol was provided, drinking rose to harmful levels - which for most participants was more than six drinks in one sitting. Even free uniforms were enough to encourage players to drink.</p>
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