As the 2026 Ampol State of Origin series heads to a decider, DrinkWise Australia has launched a campaign encouraging fans to celebrate responsibly and treat fellow supporters with respect.
Supported by the National Rugby League, the Queensland and New South Wales governments and support services including 1800RESPECT, No to Violence and 13YARN, the campaign promotes moderation for those choosing to drink while reinforcing respectful behaviour before, during and after the match.
Former Queensland State of Origin representative and Queensland Rugby League CEO Ben Ikin is fronting the initiative ahead of the deciding match.
“I’ve spent most of my life around rugby league and one thing that’s never changed is that footy brings people together,” Ikin said. “Whether you’re at Suncorp Stadium, your local pub or crowded around the TV at home, Origin is about the shared moments people talk about for years afterwards.
“Origin is built on fierce rivalry on the field and the players are giving it their all to not only win but win the respect of fans regardless of the final score. That’s why we want passionate fans who show a love for the game by respecting all fans and everyone around them. Everyone’s Origin experience should be a great one – so make sure you keep the focus on the moments that make the game special which means if you’re choosing to have a drink, make sure it’s in moderation and pace yourself.”
DrinkWise said new research shows responsible drinking remains a priority for rugby league supporters, with 97 per cent of Queensland NRL fans agreeing it is important that people drink responsibly at sporting events.
The research also found 94 per cent believe a sporting event can be ruined when people drink too much, while one in five respondents admitted they had previously missed a memorable moment at a sporting event because they had consumed too much alcohol.
Simon Strahan, CEO of DrinkWise, said the campaign aims to keep the focus on the game rather than fan behaviour.
“A State of Origin game three decider is one of the most exciting sporting events we have in this country, with fans sharing in the heightened excitement,” he said.
“That excitement needs to be focused on the field, with fans understanding the impact their behaviour can have on families, friends and fellow fans.
“The best Origin memories are the ones shared with family and friends, cheering your team on and celebrating the game for all the right reasons, so enjoy the experience by showing respect to others and moderating if having a drink.”
Throughout the 2026 Ampol State of Origin series, DrinkWise’s “Always respect, always DrinkWise” messaging has appeared at stadiums, across licensed venues operated by Clubs Queensland and the Queensland Hotels Association, as well as in bottleshops and has been supported by a targeted digital advertising campaign.
If you or someone you know needs assistance managing their alcohol consumption, please visit DrinkWise.org.au for a range of support services.
If you are a person impacted by domestic, family and sexual violence, including those
supporting someone, please contact 1800RESPECT on 1800 737 732, text 0458 737 732 or visit 1800respect.org.au for online chat and video call services.
If you are concerned about your behaviour or use of violence, you can contact the Men’s
Referral Service 24 hours, 7 days a week on 1300 766 491 or visit ntv.org.au.
If you or someone you know is an Aboriginal or Torres Strait Islander and are feeling
overwhelmed or having difficulty coping, call 13YARN on 13 92 76 or visit 13yarn.org.au.
To find out more about the Always respect, always DrinkWise campaign or the work DrinkWise is doing as part of efforts to create a safer and healthier drinking culture in Australia please visit www.drinkwise.org.au.
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