Sport can help spread sensible drinking message

High profile sports stars and clubs can help spread the sensible drinking message, according to several high-profile sporting figures.

A panel of world-class talent was on display at the Portman Group's 7th Top Table Talk in London, last week.

The seminar was entitled "Booze, balls and boundaries" and examined the role of alcohol within sport.

Panellists included former Olympic gold medallist Lord Sebastian Coe, former British Lion and England rugby international Jeremy Guscott and former England football international and now the Football Association's new director of football development Trevor Brooking. The seminar was chaired by BBC presenter John Inverdale.

Alcohol and children's charities have criticised sporting events and football clubs, such as Liverpool FC, for accepting sponsorship from drinks companies. They argue such sponsorship deals send out the wrong message.

However, the panel argued that sport needed money so much that it would continue to accept it from alcohol companies.

It pointed out sport could use its position in society in a positive way, by sending out messages attempting to put an end to anti-social behaviour and alcohol-related violence in town centres.

Lord Coe said: "Sport is by some distance the best vehicle to change society; it is not only a mirror, it sets an example."

Mr Guscott added that current and former players would be glad to act as role models on the issue of sensible drinking.

He said: "Even though some sportsmen and women might not choose to endorse particular drinks products, no sports person would turn down the opportunity to promote a sensible drinking campaign."