As anticipation builds for the 2025 Ampol State of Origin series, rugby league legend and Australian Kangaroos head coach Mal Meninga is fronting the DrinkWise national campaign encouraging fans to celebrate responsibly.
Partnering with DrinkWise for the second time, Meninga is urging NRL supporters to moderate their alcohol consumption and show respect to fellow fans – whether watching at the stadium, at a pub, or from home. The initiative, backed by the Queensland Government, the NRL, and various support services, aims to keep the focus on the action on the field while promoting safe and enjoyable game-day experiences.
Meninga said: “State of Origin is one of the biggest events on the sporting calendar. It’s a time that brings mates and families together to celebrate the passion and rivalry that make rugby league and Origin so special. But it’s about creating an atmosphere that will have every passionate fan – whether supporting the Maroons or the Blues – having experienced a great game, which means moderating your consumption if drinking and respecting those around you.
“Origin is about creating great memories and that is only possible if it’s a safe, enjoyable environment for everyone.”
Research from DrinkWise highlights widespread support among fans for responsible drinking. According to the data, 90% of NRL supporters say they typically drink responsibly at sporting events, and 95% believe it’s important for others to do the same. Additionally, 93% agree that excessive drinking can ruin the enjoyment of a match.
DrinkWise Chief Executive Officer, Simon Strahan said: “State of Origin is a highlight of the Australian sporting calendar and the Always respect, always DrinkWise campaign is all about reminding fans to enjoy every moment by making safe and responsible decisions. We don’t want to moderate the excitement around Origin, but we do want people to moderate their consumption.
“Whether you’re at Suncorp Stadium, a licensed venue or watching from home, the message is clear: celebrate Origin but do so in a way that ensures you and everyone around you has a great experience, so be respectful to those around you and reach out to support services if you need help or advice.”
NRL Chief Executive Officer, Andrew Abdo added: “State of Origin is much more than a game, it’s a celebration of the greatest rivalry in Australian sport. Supporting DrinkWise and this important campaign demonstrates our commitment to promoting a culture of positive behaviour, where respect and responsibility are at the heart of the State of Origin experience.”
The findings also point to the cultural aspect of drinking, with 86% of fans saying that having a drink or two is part of Australian tradition, emphasising the need for ongoing education around moderation during the series.
Queensland Minister for Police and Emergency Services, Dan Purdie said: “Origin means everything to Queenslanders. But win or lose, what matters most is how we celebrate.
“Safe, respectable and responsible behaviour ensures everyone can share in the spirit of Origin and make it a night to remember for all the right reasons. For those choosing to have a drink while watching the game, make sure it’s in moderation.”
The ‘Always Respect, Always DrinkWise’ campaign will roll out across geo-targeted social media channels and in-store advertising at major liquor retailers including Coles Liquor, Endeavour Group, and Retail Drinks Australia member stores. It will also be promoted through hospitality and venue partners such as Clubs Queensland, Queensland Hotels Association, and ClubsNSW.
The campaign underscores a growing movement within the sporting community to encourage respect and responsible behaviour among fans, with Meninga’s leadership adding a powerful voice to the message.
If you or someone you know needs assistance managing their alcohol consumption, please visit DrinkWise.org.au for a range of support services.
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