Findings of a recent study suggest that receiving alcohol industry sponsorship may increase sports participants’ drinking. The study involved a cross-sectional survey of 1279 participants from 14 team and individual sports in three large provinces of New Zealand. Level of involvement in sport ranged from social/club level through to provincial or national representation. Almost half the respondents received some form of alcohol industry sponsorship. Receiving such sponsorship, particularly in the form of free or discounted alcohol, was associated with higher scores on the Alcohol Use Disorders Identification Test. To those familiar with the alcohol research literature these findings will have come as no surprise, but there has been little previous research on the subject, and the study has been described as an initial step, providing ‘some much-needed evidence in an ideological discussion'.