Rugby Western Australia and its Super Rugby franchise Western Force have become the latest sports organisations to back the state government’s responsible drinking initiative.
Terms of the deal were not disclosed, but the partnership between the state's rugby union governing body and the Western Australian government’s health promotion body, Healthway, will highlight the importance of drinking in moderation and raise awareness around the dangers of excessive alcohol use, in addition to encouraging other important health initiatives.
Through the agreement, the ‘Alcohol.Think Again’ health message will feature across the back of the Western Force playing jersey and training strip. Alcohol.Think Again will also receive naming rights to the Summer Sevens Series, and all levels of women’s rugby.
Healthway chair Dr Rosanna Capolingua said: “Sport has been linked with a culture of high-risk drinking but that is changing rapidly now with almost all of the major teams and sports in WA promoting Alcohol.Think Again or other health messages in partnership with Healthway.
“Rugby WA and the Western Force will be joining the West Australian Cricket Association, Perth Wildcats, West Coast Fever and Perth Heat all promoting Alcohol.Think Again and we look forward to working with them.”