Drinkaware teams up with Jameson and football legend to encourage fans to check their drinking

A new digital campaign will go live from today across 72 EFL club websites and social media, as part of Jameson’s official long-term partnership with the organisation, as well as Jameson, Drinkaware, and Jay Bothroyd's social media channels

• Jameson, official partner of the English Football League (EFL), has teamed up with leading alcohol harm charity Drinkaware and former England international and football legend Jay Bothroyd to encourage football fans to keep score and check their drinking habits 
• Bothroyd urges football fans to visit Drinkaware’s website and take a quick, free, online Drinking Check
• The partnership and campaign support Jameson’s commitment to promoting responsible drinking within football communities across the UK
• Campaign video: HERE | Interview video: HERE

In a busy start to the January transfer window, Jameson has teamed up with Drinkaware, the leading alcohol harm charity, and former England international and football legend Jay Bothroyd, to continue its commitment to promoting responsible drinking within British football culture.

Football fans are encouraged to kick off the new year by checking whether their drinking habits are putting their health at risk. Jameson’s new signing, Bothroyd, urges fans to visit Drinkaware’s website and use the free Drinking Check tool to assess their habits.

The Drinking Check is a quick, three-minute online quiz that provides a personalised drinking score. It helps users understand the potential impact of their drinking habits on their health and offers tailored advice and support for those who may need help moderating their consumption.

Karen Tyrell, CEO of alcohol charity Drinkaware, said:

“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 its 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 its crucial we work together to reduce that number. Tools like the Drinking Check provide a simple way for individuals to assess their drinking and provides personalised advice and support to help moderate your alcohol consumption.”

Former England international and football legend Jay Bothroyd, said:

“As I’ve got older, I love going out with my wife and having a few glasses of wine with my dinner, but everything stays in moderation. I think the Drinking Check is a very important tool and a vital resource for everyone to check their drinking habits. There is no bad result here. It gives you the information you need to make the necessary adjustments to your life. So, what are you waiting for? Take the Drinking Check today!”

Josh McCarthy, Brand Director for Pernod Ricard UK, comments:

“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. At Jameson, we love a get together and live for the craic, but you have to be responsible and that 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.”

The Drinking Check is based on the internationally recognised World Health Organisation (WHO) Alcohol Use Disorders Identification Test (AUDIT), which is used by medical professionals across the world to check the risk of alcohol-related problems, including alcohol dependence.  

Five Top Tips to help moderate drinking and keep within the Chief Medical Officer’s low risk guidelines.  
1.    Know the limits: The advice is the same for men and women. To keep your risk of health harms low, drink no more than 14 units of alcohol each week, spread over three or more days with several drink-free days and no bingeing. 
2.    Set your goals: Each week set a goal and track your progress, whether you’ve achieved your goal or not. And remember, slip ups happen so don’t beat yourself up – if you haven’t hit your goal one week, make a fresh start the day after.
3.    Ask for support: Having a supportive friend that knows you’re trying to cut back on your drinking can make a big difference. Tell them how important it is for you and why.  
4.    Try switching to alcohol-free drinks: If you’re looking for a way to cut down on alcohol without cutting it out completely, alcohol-free or low alcohol drinks could be right for you. 
5.    Don’t give up! And celebrate your achievement: Stick with it! More than 40% of our daily behaviours are determined by habits. And don’t forget to celebrate your achievements.