DrinkWise is bringing together coaches from the Australian Football League (AFL) and National Rugby League (NRL) for the first time to remind fans to moderate their alcohol consumption and show respect to those around them during the upcoming AFL and NRL finals series. This collaboration unites coaches from Australia’s two largest sporting codes alongside the NRL, support services, government and law enforcement.

Four-time NRL premiership-winning coach of the Penrith Panthers, Ivan Cleary and four-time AFL premiership player, Brownlow Medallist and Hawthorn Hawks head coach, Sam Mitchell are respected leaders on and off the field, known for uniting teams under pressure and achieving success at the highest level. Both share a commitment to upholding the spirit of the game, inspiring the next generation and fostering a safe, respectful atmosphere for all fans.

Ivan Cleary said: “The NRL finals are a highlight of the year, the tradition, the build-up, the passion from fans across the country. We just want to make sure that excitement doesn’t spill over into behaviour that spoils the occasion.

“Whether celebrating or commiserating, do it in a way that’s respectful and safe for yourself and for everyone around you – your mates, your family – everyone. And if you’re choosing to have a drink, always make sure it’s in moderation.”

Sam Mitchell said: “Supporting DrinkWise’s campaign means encouraging fans to respect themselves and those around them by making smart choices if choosing to drink alcohol while watching the games – whether at home, at the pub or at a stadium.

“Footy is about more than just winning. It’s about connection, respect and the shared joy of the game. As fans and players, our actions off the field shape the culture we all want to be part of. The message is simple: if you choose to drink during the finals, do it in moderation and look after everyone around you. That’s how we keep the celebration positive and enjoyable for everyone.”

New DrinkWise research* shows that 54% of AFL fans said they intend to consume alcohol during the AFL Grand Final, while 52% of NRL fans said they intend to consume alcohol during the NRL Grand Final.

The research also found that 80% of AFL and NRL fans believe that stadiums and clubs should offer zero and low-alcohol beverage options. Additionally, 61% of AFL and NRL fans feel that people have become more respectful in their behaviour at sporting events in recent years. Importantly, 85% of AFL and NRL fans agree they do not feel pressured to drink at major sporting events such as the NRL and AFL finals.

DrinkWise Chief Executive Officer Simon Strahan said: “Bringing together two AFL and NRL finals coaches for this campaign showcases the importance of this message. While these codes are rivals, the message of moderating alcohol and showing respect is universal. Coaches like Ivan and Sam influence behaviour on and off the field, setting the tone for players and fans.

“As excitement builds, these coaches remind us that passion and respect go hand in hand. Working with both codes, support services, government and law enforcement, we’re reinforcing a united approach to responsible consumption so fans can celebrate respectfully and enjoy every moment.”

The Always respect, always DrinkWise messaging will be promoted across social media, radio, through retail partners Retail Drinks Australia, Endeavour Group, Coles Liquor, Australian Hotels Association Clubs Queensland and ClubsNSW member venues and the Adelaide Oval.

To find out more about the Always respect, always DrinkWise campaign or the work DrinkWise is doing as part of its efforts to create a safer and healthier drinking culture in Australia, visit drinkwise.org.au.

About DrinkWise

DrinkWise is an evidence-based social change organisation dedicated to changing the Australian drinking culture to one that is safer and healthier. DrinkWise do this through national education campaigns, partnerships with government, academia, community organisations and industry and the development of practical strategies and resources to promote responsible behaviour for Australian adults choosing to consume alcohol. Through a realistic and relatable approach DrinkWise creates innovative campaigns that resonate and contribute to cultural change. DrinkWise is funded through voluntary industry contributions across the alcohol sector and has previously been in receipt of funding and in-kind support from Federal and state-based Coalition and Labor governments.