Ahead of the upcoming finals series, DrinkWise has announced a new collaborative partnership with influential figures from Australia’s major football leagues. As part of this partnership, the football players will assist in reminding fans about the importance of moderating consumption and remaining respectful when spectating AFL, AFLW, NRL, and NRLW matches.

“The AFL, NRL and NRLW finals are some of the biggest calendar moments every year – they capture the attention of sports lovers around the country,” said Simon Strahan, CEO at DrinkWise.

“As fans start to get excited for the action, we’ve joined forces with some of the games’ leading players across two sporting codes to take a moment to remind everyone to be mindful of their alcohol consumption. When someone drinks too much, they not only risk ruining their own time but others around them.”

As part of the campaign, DrinkWise will be collaborating with players from all four major Australian football leagues. One of these players is Daly Cherry-Evans, player for the Manly Sea Eagles NRL team.

“We thrive on the energy and passion of our fans during the finals series, no matter which code we represent,” he said. 

“This year, we’re urging everyone who is choosing to drink to be mindful of their alcohol consumption. Enjoying the game responsibly not only enhances your own experience but also ensures the safety and enjoyment of those around you. Let’s all make the finals a time to remember for the right reasons.”

North Melbourne AFLW player Emma Kearney added, “by moderating alcohol consumption, we can all ensure everyone enjoys a fantastic experience. Let’s all work together to create a healthier, safer drinking culture.”

According to new research from DrinkWise, 20% of AFL and NRL fans said that in the past they’ve missed a great moment of a sporting event because they’d had too much to drink. Despite this, the moderation message appears to be resonating, with 95% of AFL and NRL fans agreeing it’s important that people drink responsibly at sporting events.

“Heading into the finals series, it’s crucial to highlight the importance of moderation and

respect,” said Sam Bremner, Sydney Roosters NRLW player.

Patrick Dangerfield, AFL player at Geelong, added: “I’m proud to support DrinkWise’s Always respect, always DrinkWise campaign as it plays an important role in keeping our loyal fans safe. As players, one of our top priorities has always been our fans. So let’s make sure we come together to support not only our teams but each other positively and respectfully.”

In addition to the campaign’s four advocates, the campaign will also see DrinkWise collaborating closely with New South Wales Government, New South Wales Police, South Australian Government and South Australia Police, Queensland Government, the NRL, 1800RESPECT, Men’s Referral Service and 13 YARN for the promotion of its Always respect, always DrinkWise messaging.

The football series campaign will be rolled out across advertising signage, social media, and broadcast radio. It will also be seen in all most liquor retail outlets and hotel venues around the country. 

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