Alcohol companies are increasingly using social media to link sporting success with drinking to boost sales, a study has found.

Social media is now a key player in selling alcohol and the RMIT study says the industry times its posts to tie in with major sporting fixtures.

The link between sport and alcohol is a long-standing one.

Recently Shane Warne drew criticism when he exhorted Australia’s cricketers to get “thirsty” following their World Cup triumph, and even Prime Minister Tony Abbott has got in on the act, downing a schooner of beer with a university Australian Rules team at the weekend.

The RMIT study analysed Facebook, Twitter and YouTube content around the Australian Football League, National Rugby League and Australian cricket 2013-14 seasons.