Irish whiskey brand Jameson has teamed up with advice group Drinkaware and former England player Jay Bothroyd to encourage more responsible alcohol consumption among football fans.
The Pernod Ricard-owned beverage is an official partner of the English Football League, and has recruited ex-Cardiff City and Queen’s Park Rangers striker Bothroyd to front this latest awareness campaign.
Produced by The Junxion, ‘Know Your Limits’ will be centred around a 45-second spot that directs fans towards the Drinkaware website where they can use its ‘Drinking Check’ tool.
“After almost 18 months, our partnership with the EFL has become an integral part of Jameson’s DNA here in the UK and our collaboration with Drinkaware this January is the second campaign we have launched during this time to promote responsible drinking within British football culture,” Pernod Ricard UK brand director, Josh McCarthy said.
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“At Jameson, we love a get together and live for the craic, and being responsible, which means being in control and knowing how much you’re drinking. 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.”
Set to run primarily across digital channels, the awareness drive will go live today (8th January) and will run across the websites of all 72 clubs playing in the EFL’s three divisions, as well as social media.
Drinkaware CEO Karen Tyrell added: “We are delighted to be partnering with Jameson and former England international and football legend, Jay Bothroyd, to encourage football fans to take a moment and check their drinking habits.
“As clubs and supporters return from the festive break, it’s a perfect time to consider your alcohol consumption and ensure it’s not putting your health at serious risk. 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.”
