With the 2026 Ampol State of Origin Series set for a game three decider, DrinkWise has partnered with former State of Origin representative and Queensland Rugby League Chief Executive Officer Ben Ikin to encourage fans to “celebrate the right way – respecting others – and, if drinking, doing so in moderation to ensure everyone has a great Origin experience.”
Supported by the National Rugby League (NRL), the Queensland Government, NSW Government and support services including 1800RESPECT, No to Violence – Men’s Referral Service and 13YARN, the campaign encourages fans to make respect and moderation part of the game plan to help create a positive experience for everyone enjoying one of Australia’s biggest sporting events. By working alongside government, sporting organisations and support services, the campaign recognises that everyone has a role to play in creating an enjoyable game-day atmosphere – whether they’re drinking alcohol or not – and reinforces expected behaviours before, during and after the final whistle.
As the youngest player ever to represent the Queensland Maroons at Origin, Ben Ikin is backing the campaign by encouraging fans to enjoy the intensity and excitement, but to make it an experience to remember for all the right reasons.
“I’ve spent most of my life around rugby league and one thing that’s never changed is that footy brings people together. Whether you’re at Suncorp Stadium, your local pub or crowded around the TV at home, Origin is about the shared moments people talk about for years afterwards.
“Origin is built on fierce rivalry on the field, and the players are giving it their all to not only win but win the respect of fans regardless of the final score. That’s why we want passionate fans who show a love for the game by respecting all fans and everyone around them. Everyone’s Origin experience should be a great one – so make sure you keep the focus on the moments that make the game special which means if you’re choosing to have a drink, make sure it’s in moderation and pace yourself,” said Mr Ikin.
DrinkWise’s latest research finds Queensland NRL fans know the game should be the focus, with 97% agreeing it’s important that people drink responsibly at sporting events. Adding to this, 94% of Queensland NRL fans say a sporting event can be ruined if people drink too much, showing just how strongly fans value a positive, respectful atmosphere.
“While the culture around alcohol continues to improve, one in five fans (20%) admit they had missed a great moment when attending a sporting event in years gone by because they’d had too much to drink* reinforcing the importance of ongoing education around moderation.”
DrinkWise Chief Executive Officer Simon Strahan said: “A State of Origin game three decider is one of the most exciting sporting events we have in this country, with fans sharing in the heightened excitement. That excitement needs to be focused on the field, with fans understanding the impact their behaviour can have on families, friends and fellow fans
“The best Origin memories are the ones shared with family and friends, cheering your team on and celebrating the game for all the right reasons, so enjoy the experience by showing respect to others and moderating if having a drink.”
Throughout the AMPOL State of Origin 2026 series, the Always respect, always DrinkWise message has appeared across stadiums, Clubs Queensland and Queensland Hotels Association licensed venues; Coles Liquor, Endeavour Group and Retail Drinks Australia bottle shops and through targeted digital advertising, helping remind both Maroon and Blues fans to celebrate the game responsibly wherever they’re watching.
