Softball New Zealand has pledged to clean up the sport's off-the-diamond drinking culture as part of a new partnership with the Alcoholic Liquor Advisory Council (Alac).

Alac is the new naming rights sponsor for softball's National Fastpitch Championships. Softball New Zealand (SNZ) chairman Rex Capil said yesterday that the sport had an "impeccable image" on the diamond, but said it had some work to do off the field to make softball more attractive to potential corporate partners.

He said the SNZ board had sent a "thought provoking" message to its members last March, asking for help to improve the image of the sport.

SNZ's business development manager Glen Roff, who brokered the Alac sponsorship, said the partnership was "a perfect fit given our demographic" with Alac targeting its education campaigns at Maori, Pacific Island and youth sectors.

Roff said SNZ prided itself on its "family culture" and would look to "foster a change of mentality" towards responsible drinking.

Roff said softball would become committed to establishing an environment "free of alcohol harm".

SNZ will introduce appropriate signage at tournaments and be "good hosts" with the age of access to alcohol increased from 18 to 20, "where possible". Drinking on the sidelines would be discouraged in favour of responsible consumption in a controlled club environment. - Tony Smith, Christchurch Press