It will be a sad day for South African sport if it lost critical sponsorships due to government's planned ban on alcohol advertising, MPs heard on Tuesday.

Sport and recreation director general (DG) Alec Moemi briefed Parliament's portfolio committee on sport on the consequences of the proposed law which was approved for gazetting for public comment last month.

"It will be a sorry day for us in sport if that is to happen, and if we will lose such a significant sponsorship,...read more here: Ban on alcohol advertising will be bad for sport: DG