The Hidden Cost of Game Day: Beer, Depression, and the Cycle of Alcoholism

Sports and beer have long been marketed as the perfect duo. Whether it's the Super Bowl, a college football championship, or a regular-season game, beer commercials dominate the airwaves, reinforcing the idea that drinking is a natural part of the fan experience. But what these advertisements don’t show is the darker reality—the link between excessive alcohol consumption, depression, and the cycle of addiction.

We drink to celebrate, we drink to cope a loss. Drinking and sports have a sordid history.

The Ubiquity of Alcohol in Sports Culture

If you’ve ever watched a major sporting event, you’ve likely noticed how often beer brands dominate the commercial breaks. These ads don’t just sell beer; they sell an image—camaraderie, celebration, and an essential part of the game-day ritual. This relentless marketing creates a powerful psychological association: that enjoying sports and drinking go hand in hand.

For those who struggle with alcohol use disorder (AUD), this can be especially harmful. The normalization of drinking while watching sports makes it difficult for many to recognize when casual drinking turns into dependency. The reality is that alcohol use disorders often develop subtly, reinforced by social acceptance and cultural norms.

The Link Between Alcohol and Depression

While alcohol is often perceived as a way to unwind and have fun, it is, in fact, a depressant. Regular alcohol consumption affects brain chemistry, altering the balance of neurotransmitters like serotonin and dopamine. Over time, this can lead to mood instability, increased anxiety, and clinical depression (National Institute on Alcohol Abuse and Alcoholism, 2021).

People who already struggle with mental health issues may turn to alcohol as a form of self-medication, believing it helps them cope. However, drinking to alleviate stress or sadness often worsens symptoms in the long run, creating a vicious cycle where alcohol both causes and temporarily relieves distress—only to leave individuals feeling worse once the effects wear off (Grant et al., 2015).

Studies have consistently shown a strong correlation between alcohol misuse and major depressive disorder. According to the National Institute on Alcohol Abuse and Alcoholism (NIAAA), individuals with AUD are two to three times more likely to experience major depression than those without (NIAAA, 2021). Furthermore, excessive drinking increases the risk of suicide, a tragic but preventable outcome that underscores the urgency of addressing this issue (Czeisler et al., 2020).

How to Combat the Problem

Recognizing the risks of alcohol use, especially in high-exposure environments like sports culture, is the first step in creating change. Here are some key ways to combat the normalization of excessive drinking and its impact on mental health:

1. Increase Awareness and Education

Understanding how alcohol affects the brain and body can help individuals make informed choices. Schools, workplaces, and public health campaigns should work to debunk the myth that alcohol is a necessary component of celebration and relaxation (WHO, 2022).

2. Offer Healthier Alternatives

There is a growing movement towards non-alcoholic beverages and mindful drinking. More venues are offering alcohol-free beer, mocktails, and other non-alcoholic options, allowing people to participate in social settings without feeling pressured to drink. Encouraging alternatives normalizes the idea that fun and relaxation do not have to include alcohol (Sober Curious Movement, 2023).

3. Address the Root Causes of Alcohol Dependence

For many, alcohol is a coping mechanism for deeper issues such as depression, anxiety, or trauma. Rather than simply discouraging drinking, we must provide better access to mental health resources, therapy, and support groups that help individuals address the root causes of their struggles (SAMHSA, 2022).

4. Challenge the Marketing Strategies of Big Alcohol

The alcohol industry invests billions into advertising that subtly (and sometimes blatantly) promotes overconsumption. Stricter regulations on alcohol advertising—especially during sporting events—could help reduce the pervasive influence that normalizes excessive drinking (Jernigan et al., 2017).

5. Encourage Community and Connection Without Alcohol

Sports bring people together, and that sense of connection shouldn’t have to revolve around drinking. Encouraging sober events, alternative social gatherings, and inclusive fan experiences can help shift the narrative away from alcohol-centric celebrations (Pettigrew et al., 2019).

A Call to Action

The link between sports, alcohol, and mental health is clear. While beer commercials may paint a glamorous picture of drinking, the reality for many is far from it. By challenging the normalization of alcohol consumption in sports culture, advocating for mental health awareness, and supporting those struggling with addiction, we can break the cycle and create healthier, more inclusive environments.

Sports should be about passion, community, and competition—not about needing a drink in hand to enjoy the moment. The next time you watch a game, consider the role alcohol plays in the experience and what a world without its dominance in sports culture might look like.

If you or someone you love is struggling with alcohol dependence or mental health issues, don’t hesitate to seek support. Recovery is possible, and help is available.

What are your thoughts on the role of alcohol in sports culture? Have you or someone you know struggled with the connection between drinking and mental health? Share your thoughts in the comments.

References

• Czeisler, M. É., et al. (2020). "Mental Health, Substance Use, and Suicidal Ideation During the COVID-19 Pandemic — United States, June 24–30, 2020." Morbidity and Mortality Weekly Report (MMWR).

• Grant, B. F., et al. (2015). "Epidemiology of DSM-5 Alcohol Use Disorder: Results From the National Epidemiologic Survey on Alcohol and Related Conditions III." JAMA Psychiatry.

• Jernigan, D., et al. (2017). "Alcohol Marketing and Youth Alcohol Consumption: A Systematic Review of Longitudinal Studies Published Since 2008." Addiction.

• National Institute on Alcohol Abuse and Alcoholism (NIAAA). (2021). "Alcohol and Depression." NIH.

• Pettigrew, S., et al. (2019). "Reducing the Normalization of Alcohol Consumption in Sports Culture: Evidence and Policy Implications." Health Promotion Journal of Australia.

• Substance Abuse and Mental Health Services Administration (SAMHSA). (2022). "Alcohol Use Disorder: Treatment and Recovery." SAMHSA.gov.

• World Health Organization (WHO). (2022). "Alcohol and Public Health." WHO.int.

• Sober Curious Movement. (2023). "The Rise of Alcohol-Free Living." Healthline.