Always respect, always DrinkWise

Each year in the lead up to the AFL and NRL Finals series, NRL State of Origin and Gather Round, some of the game’s heavyweights and archrivals join with DrinkWise, State Police forces, governments and support services to remind the community to Always respect, always DrinkWise. These whole-of-community collaborations remind sports fans about the importance of moderating their alcohol consumption (if choosing to drink) and always being respectful towards others.
For the first time, DrinkWise has bought together coaches from the Australian Football League (AFL) and National Rugby League (NRL) to remind fans to moderate their alcohol consumption and show respect to those around them during the upcoming AFL and NRL finals series.
Ivan Cleary, four-time NRL premiership-winning coach of Penrith Panthers, and Sam Mitchell, Hawthorn Hawks head coach and four-time AFL premiership player, 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 inspiring the next generation and fostering a safe, respectful atmosphere for all fans.
This collaboration not only unites coaches from Australia’s two largest sporting codes it also brings together the NRL, support services (1800RESPECT, Men’s Referral Service and 13YARN), government, law enforcement, industry (Retail Drinks Australia, Endeavour Group, Coles Liquor, Australian Hotels Association, Clubs Queensland and ClubsNSW member venues) and the Adelaide Oval.
The campaign serves as an ongoing reminder that if people are having trouble managing their consumption or if their behaviour and their choices are impacting on the safety of family or others, asking for help is okay and there are support of services available that can provide advice and assistance.
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.”
Support from AFL and NRL coaches
Sam Mitchell, Hawthorn head coach, four-time AFL premiership player, Brownlow Medallist joined four-time NRL premiership-winning coach of Penrith Panthers, Ivan Cleary supporting the Always respect, always DrinkWise campaign, encouraging everyone to embrace the finals atmosphere and for those who choose to drink, to do so in moderation.
Footy is about more than just winning. It’s about connection, respect and the shared joy of the game. 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.
Sam Mitchell.
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.
Ivan Cleary.
Support services back the Always respect, always DrinkWise message
DrinkWise has again partnered with 1800RESPECT, the No to Violence – Men’s Referral Service and 13YARN to ensure the Always respect, always DrinkWise campaign also serves as a reminder that seeking help is encouraged. If you or someone you know is struggling with managing alcohol consumption or behaviour, especially when these choices impact the safety of their family or others, you are encouraged to visit our support services page for a range of services or contact one of the following services directly:

If you are concerned about your behaviour or use of violence, you can contact the Men’s Referral Service on 1300 766 491 or visit www.ntv.org.au.
If you or someone you know is experiencing, or at risk of experiencing, domestic, family or sexual violence, call 1800RESPECT on 1800 737 732, text 0458 737 732 or visit 1800respect.org.au for online chat and video call services.

If you or someone you know is an Aboriginal or Torres Strait Islander and are feeling overwhelmed or having difficulty coping, call 13YARN on 13 92 76 or visit 13yarn.org.au.
Support from Government and Police
As the Always respect, always DrinkWise campaign is promoted throughout the finals, it also has the backing of state governments and police forces.
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New South Wales, Police Assistant Commissioner, David Waddell has a message that is relevant for footy fans no matter which code they follow or which state they live in:
“Ensuring everyone’s safety is our top priority during major sporting events, including the footy finals. Police will have a strong presence at stadiums, on surrounding roads and throughout local neighborhoods to help keep fans safe and promote respect for one another. The Always respect, always DrinkWise campaign encourages fans to enjoy the game and the atmosphere responsibly. If you’re heading to the footy and plan to drink, remember to do so in moderation. Leave your keys at home by taking public transport or arranging a designated driver to get home safely.” |
The campaign - getting the message out
To raise awareness and understanding of the Always respect, always DrinkWise message amongst AFL and NRL fans and the broader community in the lead up to and during AFL and NRL finals, the campaign will feature widely across:
- Television, press and radio including SEN radio broadcasts during finals matches.
- Geo-targeted social media messages featuring Ivan Cleary and Sam Mitchell.
- Always respect, always DrinkWise messaging displayed in locations where people might be purchasing or consuming alcohol including venue operators, licensed pubs, bottle shops and bars (supported by Retail Drinks Australia, Endeavour Group, Coles Liquor, Australian Hotels Association, Clubs Queensland, ClubsNSW member venues and at Adelaide Oval.
- Social media and digital messaging across the channels of the New South Wales and South Australian Governments and Police, the NRL, DrinkWise, 1800RESPECT, Men’s Referral Service and 13YARN.
Backed by research
As an evidence-based organisation, DrinkWise relies on key independent research and clinical advice to underpin our campaigns and programs. In 2025 DrinkWise commissioned research to understand AFL and NRL fans attitudes towards drinking alcohol while watching or attending events. The key findings* include:
