Cricket Australia have announced a major sponsorship deal with Coles-owned alcohol store Liquorland, weeks after the West Australian Cricket Association’s own partnership with Alcohol. Think Again ended.

It’s the first national sporting partner for Liquorland in its 52-year-history.

Foundation for Alcohol Research and Education CEO Caterina Giogi told Millsy and Karl on 6PR Breakfast they advocate for a complete separation between sports and alcohol advertising.

“We don’t want to see our famous sport players covered in brands for alcohol brands,” Ms Giogi said.

Press PLAY to hear more about the sponsorship decision, and what it means for the future of corporate sports partnerships

Cricket Australia have issued a statement saying they have historically partnered with alcohol brands as part of their arrangement to sell their products in stadiums, and as always promote responsible drinking.