“Change the message” on alcohol sponsorship: Waldron
Author: Terry Waldron
Published on: 20-May-2010
MINISTER for Sport and Recreation; Racing and Gaming, The Hon Terry Waldron MLA, has announced several issues relating to sport and recreation that he would be putting on the Government’s policy agenda.
At The Nationals WA Business Breakfast on May 19, Minister Waldron addressed alcohol promotion and sponsorship in sport in WA; dealing with the complex social issues of regional communities through sport; and protecting free to air televised sporting events in WA were key issues he would like to see addressed in the near future.
“We have all heard the arguments against linking sport with alcohol consumption, and I agree that the images we see in the media of players and spectators behaving unsociably off the field aren’t a good look for sport,” Minister Waldron said.
“However, I have been involved in sport, from grass roots through to the professional level, for many years, and I have seen firsthand the collective value of sponsorship from the liquor and hospitality industry to sporting groups of all levels.
“Country pubs, for example, play an important role in community sport. They are much more than just alcohol outlets. They are a place to meet, a sporting club, a facility for local sporting groups, and a major sponsor. These services and contributions are extremely important to small regional communities.
Minister Waldron said there is a great opportunity to promote responsible alcohol messages through the huge network sport provides.
“Stopping the promotion isn’t the answer. Education is the key. It’s the message that needs to be changed.”
Minister Waldron said some of the complex social issues faced by regional communities could also be addressed by sports, recreation and culture.
Projects such as the Narrogin Youth and Family Project Officer Project and the Northbridge Youth Engagement Program were all helping to divert young people away from anti-social behavior and into sport.
“The reason I am particularly proud of these programs is because they highlight the role sport and recreation can play in an area traditionally the domain of our police and social workers.”
The right of the broader WA community to expect fair, timely and equitable access to free to air televised sporting events was also raised by Minister Waldron.
“We live in an age of instant news and communication, yet local sporting fans are often expected to wait until after a football game has concluded before being able to view a delayed telecast of the match.”
Minister Waldron said he acknowledged the important role pay television has played in the growth of many sports, he felt it was important to provide protection for certain events to be broadcast on free to air television.
“I’d encourage all major sporting leagues to consider their most important group of stakeholders when negotiating broadcasting agreements.”
