ABSTRACT
This chapter reviews that sport plays a significant and problematic role in normalizing alcohol use in general and excessive or binge drinking in particular. It shows the relationship between sport and alcohol is morally problematic because of the role sport plays in the promotion and normalization of its use. The chapter focuses on the way in which alcohol companies use sport to market and promote their product, which is particularly problematic with respect to exposing young people and children to alcohol imagery and branding. It describes some of the problems that arise among fans when they watch sport either in the stadium or at home. The chapter shows that the message from sport is that getting drunk and binge drinking are legitimate and deserved after winning in sport. It explains that although there are certain restrictions on alcohol marketing, it imprints on the sporting landscape and in the minds of potential customers, including children.
