National sports and alcohol sponsorship

One of the All Blacks major sponsorship is from Steinlarger a brand of alcohol. New Zealand has significant issues related to alcohol abuse and dependence. It is suggested that binge drinking and the associated health and social problems particularly at sports grounds are directly related to the availability of 2 for 1 drinks and cheap deals connected to alcohol sponsorship.
Studies show that sponsorship of professional athletes is associated with more hazardous drinking outcomes and countries with stricter restrictions on alcohol advertising and sponsorship have fewer problems attributed to the misuse of alcohol. The All Blacks hold themselves up as a strong community minded brand therefore is Steinlarger really an appropriate sponsorship for New Zealand's most watched professional sports team due to the negative impact the product can have on community's within New Zealand.

O'Brien K, and Kypri K. Alcohol industry sponsorship of sport and hazardous drinking among New Zealand sportspeople. Addiction 2008; 103(12): 1961-6.

O’Brien K.S., Miller P.G., Kolt G.S., Martens M.P., Webber A. Alcohol industry and non-alcohol industry sponsorship of sportspeople and drinking. Alcohol and Alcoholism 2011; 46: 210-13.