Former West Coast Eagles star Mitch Brown, who made history as the first AFL player to come out as bisexual, has ignited a fierce debate after criticising Australian Rules football's deep-seated relationship with alcohol. In a recent interview, Brown highlighted what he described as the overwhelming presence of alcohol within the sport, from clubrooms to major events.
Normalisation of Drinking in Football Culture
Brown detailed how drinking beer after matches has become thoroughly normalised within AFL circles. He recalled that during his playing days, a carton of beer was often the centrepiece of post-match celebrations, with teams gathering around it to sing their club songs. "The first thing that was in the room, that we'd sing our sacred song around, would be a carton of beer. That became normal," Brown explained.
He further elaborated on how this ritual became intertwined with the competitive spirit of the game. "You hear the coach say we are here to win, then you associate that with going into the rooms and singing that song around that carton of beer. That becomes the thing you want to do," Brown said. "So, for me, my experience, it not only became normalised, it became the goal to do...to drink alcohol."
Alcohol Advertising Embedded in the Sport
The former player pointed to specific examples of alcohol's integration into football culture, noting that the Fremantle versus West Coast derby was officially named the "Carlton Draught Derby." Brown emphasised, "The trophy literally had the Carlton Draught sign on it, so it was embedded into us." He expressed concern about the broader implications, stating, "We are the role models of so many young men so you can see how easily that gets passed on. It became more than advertising. It became cultural wallpaper."
Brown called for a significant reduction in alcohol advertising, particularly during sports broadcasts, while clarifying his personal stance. "I drink alcohol myself and believe most things are OK in moderation," he acknowledged.
Backlash from Former Player and Fans
Brown's comments did not go unchallenged. Former Aussie Rules player Thomas Baulch, known online as PrimeTrain, strongly disagreed with Brown's perspective. Baulch argued that Brown was focusing "too much on the negatives" and defended the tradition of having a beer after a match as a positive aspect of the sport.
"Gee whiz, getting on the p**s with the boys after a game is one of the greatest things you could ever do," Baulch claimed. "I wouldn't change for a minute, all of those times after a game of football, getting on it with the boys."
Defending Community and Tradition
Baulch, who himself has abstained from alcohol for over sixteen months, defended alcohol's role in football clubs at all levels, from elite teams to grassroots organisations. He emphasised the social benefits, saying, "Sometimes you forget how important that community and that feeling is. What football does is it brings people together, especially in these country towns, which I don't think Mitch has been to."
He added, "If you're going to have a few beers with the boys after a game, so be it. It's a lot better than sitting at home and doing nothing with your life. It gives you an outlet, it gives you a way to let off a bit of steam."
Online Reaction and Broader Context
The debate quickly spilled over onto social media, where fans expressed divided opinions. Some supporters backed Brown's stance, with one commenter noting, "Great observations. Very important. That and gambling which is addictive and creates dysfunction."
However, many more aligned with Baulch's viewpoint. "There's nothing better than a beer in the shed with the lads after a game," one fan wrote. Another added, "Not a truer word spoken. Nothing better than beer after playing a team sport. Great for the mental health for most blokes."
Prevalence of Alcohol Marketing in AFL
This controversy unfolds against a backdrop of extensive alcohol advertising within the AFL. The majority of the league's eighteen clubs maintain sponsorship ties with alcohol brands, which frequently appear on team kits and merchandise. Research studies examining televised AFL matches have revealed an average of 244 incidents of alcohol marketing per game, underscoring the pervasive nature of such promotions.
The discussion initiated by Brown touches on broader issues of health, tradition, and commercial influence in professional sports, highlighting the complex relationship between athletic culture and alcohol consumption in Australia.
