Alcohol companies are using new social media strategies to promote drinking during Australian sporting events, according to a recent study by the Foundation for Alcohol Research and Education (FARE).

RMIT Associate Professor Kate Westberg told Business Insider the alcohol industry seeks to normalise the consumption of alcohol for young people when spectating or celebrating sport.

“The ultimate goal appears to be to merge the drinking culture with sport culture,” she said.

Facebook, Twitter, and YouTube were under scrutiny during the Australian Football League (AFL), National Rugby League (NRL) and cricket seasons of 2013-14, according to ABC Radio Australia.

The study had a look at Carlton Draught, Victoria Bitter, Wild Turkey, Jim Beam, XXXX Gold, and Bundaberg Rum.

In light of this, here’s a look at two iconic Australian beer giants, their products and ‘their’ sports.

Carlton Draught

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The AFL has continued its long running deal with Carlton United Brewers, with a 10-year extension, promising to promote a responsible consumption message, according to Sports Business Insider. Carlton Draught posted 27 sport related tweets in the June-September 2014 period, according to FARE.

Victoria Bitter

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Involvement in cricket is a priority to Victoria Bitter, with the hashtag #CWC15 used abundantly on their Twitter page. Victoria Bitter posted 34 sport-related tweets in April-July 2014, according to FARE.

Michigan State Assistant Professor, Saleem Alhabash, has said “alcohol content is everywhere,” and that “underage drinkers will see these [social media] ads, think they’re cool and then like or share.”