Calls to clamp down on alcohol at sports clubs after drink-driving death of Macaulay Campbell

But Hampshire rugby star Macauley Campbell, known as Mac, was killed when his car ploughed into another vehicle just hours after he had been named man of the match.

Friends and family were left struggling to comprehend the loss of a "phenomenal" young sportsman who had been taken from them "far too soon".

However this week's inquest into Mac's death laid bare the background to the tragedy, which occurred on the A3057 near Nursling as he returned from victory celebrations at Romsey Rugby Club.

Mac, 20, of Rownhams, was more than twice the drink-drive limit.

He was travelling at speed on the wrong side of the road when he smashed head-on into an oncoming car, injuring the occupants and causing colossal damage to both vehicles.

Coroner Grahame Short told the club to discourage drink-driving after hearing how the bar had been opened specially for Mac and his jubilant team-mates.

Mr Short's comments have focused attention on the often unhealthy relationship between sport and alcohol.

The two often go together, with large amounts of beer being drunk by people either celebrating their team's success or drowning their sorrows.

But Mac's death could create a lasting legacy - a change of attitude among players and fans following comments made by the coroner, the club and the sportsman's distraught parents.

A warning has already gone out to rugby clubs across Hampshire in the wake of the tragedy.

Garry Doherty, executive director of Hampshire Rugby Football Union, said: "It's very important to do what we can to ensure members don't drink and drive.

"For that reason, and following on from the Daily Echo article on Macauley Campbell and Romsey RFC, I have taken the opportunity to remind Hampshire rugby clubs of their responsibilities."

Other sports, including football, have already taken steps to curb alcohol consumption on their premises.

Earlier this year Hampshire FA threw its support behind Project Pictogram, which uses a set of symbols to warn motorists about the dangers of speeding, using their mobile phone at the wheel, not wearing a seatbelt and driving under the influence of drink or drugs.

Hampshire Fire and Rescue Service is hoping its attempt to raise awareness of the "Fatal Four" will lead to a reduction in road deaths.

A Hampshire FA spokesman said: "We're encouraging all clubs in our leagues to add pictograms to tournament programmes, posters and social media in a bid to ‘nudge’ young people, even before they start driving, as well as reminding parents to be a good role model while travelling to and from matches.

"Braishfield Bees was the first club in Hampshire to adopt the pictograms on to their website and encourage away teams to ‘visit us safely’."

Hampshire FA's chief executive, Neil Cassar, added: “Our coaches devote many hours of their time to inspiring young players on the pitch. As such, they're well placed role models to guide positive attitudes and habits around driver and passenger behaviour."

The problem facing clubs is that sport and alcohol are closely intertwined - and the connection is often officially endorsed.

The English, Welsh and Scottish Football Associations have all had formal partnerships with well-known beer companies, and for fans drinking is all part of their match-day experience.

Researchers at Newcastle University studied six televised matches played in 2012 and identified more than 2,000 visual references to alcohol.

Two years earlier an estimated 1.6 million children watching an England World Cup game were exposed to drink-related adverts screened during commercial breaks.

In 2011 researchers at the University of Minnesota completed what was billed as the world's most definitive study on sport and alcohol consumption.

They concluded that 48-per-cent of fans drank at sporting events.

They also estimated that 5,000 people leaving a typical National Football League game were drunk, with those under the age of 35 nine times more likely to be intoxicated than older fans.

A similar situation exists in other countries around the globe, including the UK.

Surveys have found that people who play football or belong to a sports club tend to drink more than other sections of the population.

A spokesman for the charity Alcohol Concern said: "This is particularly concerning as far as young people are concerned because the local football club is often where attitudes are formed and role models followed."

In Wales steps have already been taken to curb the amount of alcohol consumed at sports fixtures.

A Drink Wise Wales spokesman said: "Whether we’re celebrating wins or commiserating losses, alcohol often plays a key role. But if drinking gets out of control, it’s not long before a club can harm its reputation as a family-friendly hub for the community.

"Sports clubs can commit to a new game plan when it comes to alcohol.

"That means changing practices so that alcohol no longer plays such a dominant role, making clubs healthier and safer place for players and supporters."

The spokesman said many clubs had already devised a formal policy on the selling and drinking of alcohol.

He added: "An alcohol policy can create a safer, friendlier and more welcoming atmosphere, attracting more families with children. It can also result in improved relations with the local community. If there's less drinking at a club there will probably be less trouble."

Romsey Rugby Club has already promised to take action in the wake of comments made at the inquest into Mac's death.

Meanwhile his heartbroken parents, Colin and Tracy Campbell, must begin the task of trying to rebuild their lives following the tragic events that unfolded on February 20.

In a statement issued after the hearing they said: "Mac would be mortified at the grief caused by the events of that night.

"We hope this sends out a very strong message to other young people about the dangers of drinking and driving."