The purpose of this report is to explore the links between sponsorship of sports by alcohol companies and the risk to people, especially young people, through misuse of alcohol. The report attempts to assess the effectiveness of a ban on such sponsorship and explores the related issues. The first chapter sets the context for the discussion and offers a brief profile in relation to use of alcohol in Ireland. The main research used comes from the work of the Health Promotion Unit, National Youth Council of Ireland, and Ann Hope, M.Sc. PhD National Alcohol Policy Advisor, Department of Health, Ireland. The chapter offers information on the social and cultural context of alcohol in Ireland, along with alcohol consumption patterns and effects in relation to adults and young people. The next section deals with issues relating to the advertising of alcohol and the sponsorship of various events and sports organisations by alcohol companies. It draws on the work of several authors in this field of work to discuss the effects of such advertising on the use and possible misuse of such alcoholic products. The final section offers views on the various recommendations made by Government bodies, the Drinks Industry, and various authors on the subject. In trying to assess the public attitudes and responses to such recommendations the report offers an analysis of the views expressed by the various parties to the discussion and offers conclusions based on the research undertaken.