WA's Commissioner for Children and Young People Michelle Scott wants legislation to restrict the promotion of alcohol in sport that she says contributes to underage and excessive drinking.
Ms Scott has also raised concerns in a policy paper about the broader "club culture" and wants to see the end of post-game celebrations such as cricketers having to buy rounds of drinks for dropped catches.
Her comments coincide with the launch this week of a Drug and Alcohol Office campaign warning parents of the effects of alcohol on the developing brains of children.
Research found children rated sport highly but there was evidence that alcohol advertising and sponsorship of sport encouraged underage drinking.
Healthway chairwoman Rosanna Capolingua said there was a groundswell of recognition that sport should no longer be used to promote alcohol. The agency has a new sponsorship deal with the Perth Wildcats that will see the team forgo alcohol sponsorship and promote responsible drinking.
Co-captain Shawn Redhage is taking a stance about the proliferation of alcohol messages in sport.
"He is a great role model, especially as he has kids himself," Dr Capolingua said.