The Rugby Union is warning that New Zealand risks losing community clubs and facilities, as well as massive sponsorship dollars available to other countries if liquor advertising rules are tightened.
The warnings come in a submission to the government's review of Liquor Advertising.
The Rugby Union's Steven Tew says the Rugby Union does not condones excessive consumption of alcohol. But he says sponsorship money generated by liquor companies and retailers from a club level up is significant, so that needs to be considered if there is to be any change.
Liquor companies and the TV channels want than ban on advertising before 9:00pm lifted.
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