Background Governments can intervene to change health related behaviours using various measures but are sensitive to public attitudes towards such interventions. In response to the growing concern around alcohol and its relationship with sport, a Ministerial Forum considered the need to amend the current Sale and Supply Act (2012). Fourteen policies were recommended, four of which were relevant to sport sponsorship. This study explores the public’s attitudes towards the levels of acceptance and perceived effectiveness of these four policies, and the extent that these attitudes vary according to a variety of demographic, behavioural and psychological variables. Methods Eight hundred and ninety-two participants completed a survey. The survey consisted of 26 items, broken into 7 subgroups: demographic, consumption patterns, parental status, sporting participation, psychological involvement, policy statements and industry preference. Relationships were analysed with descriptive statistics including mean difference testing, standard deviations and frequencies along with independent t-tests and correlation analyses. Results The key finding is New Zealanders have moderate attitudes towards the Ministerial Forum’s recommendations. This study also found that young males who drink frequently and participate in sport are the strongest opposers to alcohol restriction, whereas the elderly, females and non-drinkers were the most supportive of alcohol restriction. Parental status did not significantly impact attitudes towards the recommendations.

Conclusions This study is able to add to the body of literature in both the sport sponsorship and public policy fields because it is the first New Zealand study examining public opinions towards alcohol sponsorship restriction in sport. It is evident that policy issues related to sponsorship and other forms of promotion involving alcohol are controversial and complex. By examining one of the arguably neglected voices in the debate, this study has been able to present the public’s attitudes towards the restriction of alcohol sponsorship in sport.