There is no contradiction because while a club may work in schools and community programmes to further the healthy living ethos (and frankly I don't agree with them doing that; they're a rugby league club and so should just be furthering rugby league), they are doing that with children, not adults. The rules of living in this world are not the same for adults as for children. Children are the responsibility of certain adults. Adults are responsible for themselves.
but I would say that;
there are legal requirements both in statute and bye law regarding smoking and drinking in public including in sports stadiums.
Rugby League clubs derive considerable income from using their premises and staff for community projects with children, some even win awards, and many players have used the skills and interest they have picked up doing this work. I don't know if there's a connection but for instance Mickey Higham recently qualified as a teacher.
Rugby League clubs exists in communities and the connection between club and communities is inescapably strong, many people consider this to be a good thing and nowadays that relationship is used for mutual benefit. It didn't used to be.
There is a symbiosis in action clubs look good as well as all the other benefits shown above, when involved in this work,
Children and young people are impressionable, and are likely to listen to someone they admire, schools, community schemes, children's wards in hospitals and so on have a valuable resource which they didn't have before.