Australian Cricket needs cultural shift away from Alcohol

Cricket Australia has ended its sponsorship deal by Carlton United Breweries’ beer brand Victoria Bitter, after 20 years of series naming rights and prominent logo displays on uniforms.

More than 3 years after Australian Muslim cricketer Usman Khawaja’s request to no longer wear an alcohol brand on his uniform sparked both public outrage and support in a wider debate, health professionals and advocates are saying the deal’s end hasn’t come soon enough, and are urging Cricket Australia not to replace VB with a new alcohol sponsor.

Among examples of alcohol culture in Australian cricket is Melbourne beer brand Cricketers Arms, who sponsor both Cricket NSW and Cricket Victoria, as well as sole sponsors of Big Bash League teams Melbourne Stars and Sydney Sixers.

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