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AFL partners with DrinkWise Australia

The AFL Aussie rules football league has entered into a partnership with DrinkWise Australia in a move designed to promote responsible drinking.

The three-year deal will run until 2020. Under the agreement, the result of the AFL’s Score Review System will be displayed on the big screen during matches. The system will operate as normal, with umpires referring decisions to score review officials.

The umpire will then communicate their initial call through the ground’s PA system, as has previously occurred. The official will then examine all available vision before communicating the decision to the scoreboard operator, with fans and players alike to find out the result of the score review via the big screen.

“The AFL is pleased to partner with DrinkWise Australia to promote the ‘You won't miss a moment if you DrinkWise’ message to football fans,” the AFL’s general manager of football operations, Simon Lethlean, said.

“The behaviour of the vast majority of football fans is exemplary but we acknowledge the importance of responsible consumption of alcohol both at the game, in a licensed venue or at home. The Score Review System has become an accepted part of our game and we feel this improvement to the way the result is communicated will benefit both fans in attendance at the ground, streaming online or watching on television.”

All AFL venues will be fitted with the new activation in the coming months.

‘You won't miss a moment if you DrinkWise’ is an integrated initiative supported by an alliance of industry, sporting codes, media and event sponsors.

The initiative marks an industry first, conveying a unified moderation message which encourages sports fans, music lovers and festival-goers to drink responsibly and ensure they don’t miss the most memorable moments of an event.