One of the most commonly raised concerns among those addressing alcohol consumption and young people is the close association between alcohol and sport (Sivyer, 1990). As a result, there is much current debate concerning the alcohol sponsorship of sporting events and teams. The authors are currently involved in a series of cross-sectional and longitudinal studies examining the nature, and effects, of alcohol advertising and promotion. Although the purpose of these studies was to examine other aspects of the advertising and promotions, the authors observed that in each of these studies, sport has inevitably raised its head as inexorably linked with the advertising and promotion of alcohol. This paper presents a summary of these observed links and adds further to the observation that in Australia it remains difficult to have any involvement in sport – as a participant or a fan – without being exposed to a strong message that alcohol and sport are inextricably linked.