Free Our Sports® is an Alcohol Justice campaign committed to exposing and eliminating alcohol advertising, sponsorships, branding, celebrity endorsements, and promotions from every sport, from college games to the Super Bowl, from the World Series to the World Cup and the Olympics.

Research has shown that greater exposure to alcohol advertising contributes to an increase in drinking and alcohol-related harm among underage youth.  As alcohol-marketing tactics increase in complexity and frequency, they significantly influence youth expectations and attitudes, creating an environment that promotes underage drinking.

Citing data from 2006–2010, the U.S. Centers for Disease Control and Prevention (CDC) estimates that, on average, alcohol is a factor in the deaths of 4,358 young people under age 21 each year. Hundreds of thousands more suffer alcohol-fueled sexual assaults, serious injuries, diseases and academic failure.

Despite industry claims to the contrary, youth are needlessly and disproportionately exposed to seductive and exploitative alcohol ads, which in turn increases the risk of underage drinking and related harm. Restricting marketing content and volume are effective policy responses to mitigate alcohol-related harm. Such efforts enjoy strong public support, with 75% of adults favoring a ban on alcohol ads in youth-oriented media.

We encourage you to join the growing Free Our Sports® digital constituency of concern and TAKE ACTION to demand that Big Alcohol stop using sports events to promote alcohol consumption, there are just too many young people watching.

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Free Our Sports® Youth Film Festival!

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From 2009 to 2013 Alcohol Justice ran annual video contests for youth. Initially, it was specifically challenging alcohol advertising at the Super Bowl. In the final year we created this Free Our Sports® Film Festival Contest website. This space is dedicated to providing a digital rallying point for young people to creatively oppose alcohol advertising, sponsorships, branding and promotions from every sport, from college games to the NFL Championship, from the World Series to the World Cup and Olympics.  We aren't committed yet to trying the contest again, but take a look at the amazing youth-produced videos!


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2013 Contest
Alcohol Justice’s Fifth Annual Video Contest
Call for Youth Action
to Expose the Relationship of Alcohol Corporate Advertising
to Sporting Events
  • Contest kicks-off January 28, 2013
  • Deadline for video entries 11:59 PM, March 27, 2013
  • Deadline for generating advocacy response 12:01 AM, April 10, 2013
  • Winners will be announced during the Free Our Sports 2013 Youth Film Festival World Premiere and Awards Ceremony April 11, 2013 at the Marin County Showcase Theater in San Rafael, California
To view past years’ winning videos and for more information on contest rules, entry details and prizes, visit
For Media Inquiries, Contact: Michael J. Scippa, Public Affairs Director at Alcohol Justice, and Director of the Free Our Sports 2013 Youth Film Festival - 415 257-2490 / This email address is being protected from spambots. You need JavaScript enabled to view it.
For Sponsorship and Donor Inquiries, Contact: Kjerstin Erickson, Advancement Director at Alcohol Justice – 415 257-2494 / This email address is being protected from spambots. You need JavaScript enabled to view it.