Seymour sorry...what about the NRL?

I am the first to say enough is enough. For too long, highly paid athletes have been abusing alcohol and ignoring the responsibility they have to the community as role models. Despite fines, suspensions and dismissals, the players are still being busted on boozy benders, acting as if the law does not apply to them. But was it just me - or did someone else feel genuine remorse for Brett Seymour last night.

Before the game against Newcastle, the suspended Sharks star took the microphone before 11,000 fans and offered his apologies for letting down the team, the club, the fans his family and himself.

He was embarrassed and from what I could see and hear - genuine. Of course only time will tell if he trips up again but hopefully the club and his team mates will lend a helping hand to a man crying out for help.

A week ago, Seymour was filmed on a mobile phone camera, extremely drunk in a Cronulla mall, he had told his team mates he needed help. He did admit he had a problem with alcohol. Here is someone elevated to star status in the NRL admitting that he's only human. For Seymour, it seems alcohol is an addictive outlet for loneliness.

And so this tiresome road of destruction continues, with no clear end in sight.

Is it really just a problem in sporting culture or Australian culture as a whole?

For one moment, reflect on the sort of behaviour which goes on at every cricket, and footy match from fans. While mates take turns to buy countless rounds of beer and make the empty cups into "beer snakes", the next bunch of fans is hurling abuse at the umpire or referee or opposition. Now that's looked upon as ok and sometimes even funny for those of us sitting in the next bay. We laugh, and the larrikin continues.

In the opposite grandstand, a group of mates is taunting another group of fans. The alcohol fuelled rage goes on for over an hour before they come to blows. Police break it up and fines are issued for being drunk and disorderly. Next week, the same thing happens at another match between another bunch of blokes.

No - none of this is right. No kid should follow this example. But how do we stop it? Well let's get to the roots of the drinking culture.

Let's start by banning alcohol sponsorship of sporting codes. The NRL takes cash from VB and Bundaberg Rum. Look on the NRL website and click on VB - you find the following statement "VB is the official beer for the National Rugby League and the world champion Kangaroos." What a great slogan for fans to follow.

And next to Bundaberg: "Bundaberg Rum is proud naming-rights sponsor of Monday Night Football. They are also Official Test Match naming-rights sponsor and official dark rum of the NRL."

What sort of message does this send those who idolise the NRL? There's a high chance this slogan or brand awareness will plant itself in a kid's sub-conscious. Teenagers may think they too should try the official beer of the World Champions, or the dark rum of the NRL.

You may disagree, thinking this is an extreme, but why did the government ban cigarette advertising from sporting events and fixtures?

There is a similar argument gaining enormous momentum over alcohol advertising in sport. It must be stopped.

There are plenty of non-alcoholic sponsors out there who will back the NRL but many are turning away in droves for fear their brand name will be tarnished by the alcohol culture gripping the game. The NRL needs to take responsibility for the root cause of abuse and that is promotion. It is very hypocritical to warn about the shortfalls of alcohol yet take money from the devil at the same time.

Again let me be clear. I am the first to say adults need to look after themselves and control their alcohol intake. But clearly this approach is not working. It's time for less talk and more action.

Heads, you win. It's your kick-off David Gallop.

What do you think? Add your comments below