Jameson has teamed up with alcohol harm charity Drinkaware and former England international Jay Bothroyd to encourage football supporters to check their drinking habits.
The Irish whiskey brand – which has been the official partner of the English Football League (EFL) since 2023 – has launched a digital push across all 72 EFL club websites and on social media.
The campaign sees Bothroyd – a former Coventry, Cardiff City and Wolves striker – urge football fans to visit Drinkaware’s website and use its free Drinking Check tool to check whether their drinking habits are putting their health at risk.
The Drinking Check tool would help “users understand the potential impact of their drinking habits on their health and offers tailored advice and support”, said Jameson.
“More than eight million people in the UK regularly drink above the Chief Medical Officer’s recommended guidelines, and it’s crucial we work together to reduce that number,” said Drinkaware CEO Karen Tyrell.
Tools like the Drinking Check helped “provide a simple way for individuals to assess their drinking”, she added.
“At Jameson, we love a get together and live for the craic, and be responsible, which means being in control and knowing how much you’re drinking,” said Josh McCarthy, Jameson brand director at Pernod Ricard UK.
“Drinkaware’s Drinking Check tool is so easy to use and we are proud to have football legend Jay Bothroyd on board to help us drive maximum awareness and change behaviour,” McCarthy added.
Bothroyd, who retired from football in 2021, made his sole England appearance in a friendly against France in 2010.
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