Blackpool FC, together with leading alcohol charity Drinkaware and Budweiser Brewing Group (BBG), delivered its first major awareness‑raising activation on Saturday 11 April, inviting fans to explore no‑ or low‑alcohol options as part of their matchday experience.
The event ran during Blackpool FC’s home fixture against Peterborough United and saw strong engagement across the stadium. Fans, hospitality guests and community participants all embraced the event tagline ‘What’s Your Best Sub?’, choosing no-alcohol options including samples of Budweiser Zero. By harnessing the language and the community of football culture, the event not only made the message easy to engage with on matchday but also aimed to influence longer‑term moderation habits through greater choice.
In an area with some of the highest levels of alcohol‑related harm, the initiative demonstrated the real power of partnership to drive improved health outcomes from within the Blackpool community.
Nick Terry, Director of Commercial Development at Drinkaware, said: “Our mission is to reduce alcohol harm and make moderation the norm, and this brilliant initiative with Blackpool FC and Budweiser Brewing Group does exactly that. By encouraging small, achievable changes - whether that’s swapping to a no‑ or low‑alcohol drink, pacing, or planning ahead- we’re helping fans build healthier habits in a way that feels simple and sustainable. It’s a great example of the kind of community‑led action championed in the NHS 10‑year plan.”
Anne Toms, External & Government Affairs Lead at BBG said: “Expanding choice for consumers is central to how Budweiser Brewing Group support moderation, and our partnership with Blackpool FC and Drinkaware brings this to life. We’re proud to collaborate on matchdays to promote greater choice through the power of football. Our long-standing partnership with Drinkaware, spanning more than 15 years, reflects this shared commitment to helping people make more informed decisions. By making great-tasting no- and low-alcohol options more visible and accessible, we’re enabling fans to enjoy the game in a way that suits them.”
Local MPs also expressed strong support for the event, including Chris Webb, MP for Blackpool South. He said: “Blackpool continues to face some of the highest levels of alcohol‑related harm in the country, and campaigns like ‘What’s Your Best Sub?’ play an important role in shifting the dial. By using football, something that sits at the heart of our community, this partnership makes conversations about moderation more relatable and more accessible. I’m pleased to see Blackpool FC, Drinkaware and Budweiser Brewing Group working together to support moderation for fans and local residents.”
Ross Morgan, Head of Marketing and Media at Blackpool FC said:
“Matchdays are about bringing people together, and with that comes a responsibility to look after our supporters and our town. This partnership with Drinkaware and Budweiser Brewing Group shows how football can lead positive change. By embedding moderation into the matchday experience, we’re helping to create a safer, more supportive environment for fans and the wider Blackpool community - and it’s great to have the support of our local MPs in championing this important work.”