This conclusion presents some closing thoughts covered in the preceding chapters of this book. The book reviews that alcohol is a toxic psychoactive substance that brings about a number of harms, both to the individual and to society more broadly. Sport plays a key role in normalizing alcohol consumption in a number of ways. It provides a platform for alcohol companies to market their brands and even provides a troubling loophole in marketing regulations aimed at protecting youngsters from being exposed. Despite sport's association with health and fitness, many athletes including elite athletes engage in heavy drinking. Athletes particularly, elite athletes are in the public eye and are role models'. Numerous reports, research projects and policy documents suggest a number of strategies for reducing alcohol consumption. The overwhelming message is that alcohol is too easily available, is too cheap and is promoted too heavily and that drinking is deeply ingrained in our cultural practices.