Jameson Whiskey and Drinkaware team up with renowned football manager Alan Curbishley to encourage fans to ‘Know Your Score’
New campaign urges football fans to check their drinking habits as the season reaches its final stages.
Jameson Whiskey has teamed up with the UK’s leading alcohol charity Drinkaware, and former EFL football manager Alan Curbishley, to encourage fans to check in on their drinking habits and have more open, honest conversations about alcohol.
The ‘Know Your Score’ campaign returns for its second year and calls on football fans to take Drinkaware’s free Drinking Check - a three-minute online quiz that helps people understand the potential impact their drinking has on their health.
While the campaign’s message about moderation is serious, Curbishley delivers it with a clever, humorous twist. What initially feels like a motivational pre-match pep talk is revealed to be something more meaningful - a reminder to think about the people counting on you, to stay on your game, and to make sure your performance isn’t affected by your drinking.
The initiative builds on the success of last year’s similarly creative campaign featuring Jay Bothroyd, which saw Drinkaware’s Drinking Check completed more than 9,000 times in the first day alone.
As an official partner of the English Football League (EFL), Jameson Whiskey will promote the campaign throughout April across EFL Clubs’ digital channels, demonstrating its commitment to encourage responsible drinking as we enter some exciting stages of the football season.
Nick Terry, Director of Commercial Development at Drinkaware said: “Our data tells us that more than eight million people in the UK regularly drink above the Chief Medical Officers’ low risk guidelines of 14 units per week. Drinkaware is committed to reducing that number, but we know we can’t do it alone. Thanks to our ongoing partnership with Jameson Whiskey, we have already reached thousands of football fans through the ‘Know Your Score’ campaign.
“As the season draws to a close, whether your team is at the top or the bottom, now is a good time to consider your alcohol consumption and ensure it’s not putting your health at risk. Tools like our Drinking Check are a simple way to assess your drinking and receive personalised advice and support to help moderate if you wish to.”
Former EFL manager, Alan Curbishley said: “Football and drinking go hand in hand for many people, and when people are drinking and enjoying themselves, they don’t always recognise the potential harm. But we all need to be aware of our limits. If you’re worried about friends or family, don’t shy away from having that conversation even if it feels difficult. Drinkaware has lots of information and advice on its website to help you understand your own drinking or support those around you.”
Liam Murphy, Marketing Director for Pernod Ricard UK, comments: “At Jameson, we love bringing people together and live for the craic. This means being responsible, for yourself and those around you, and knowing your limits. Our collaboration with Drinkaware last year saw a significant number of people taking ‘The Drinking Check’ and that’s what it’s all about, driving behaviour change and spreading awareness. Combine this with our EFL partnership and we’re able to reach football fans across the country in a way that’s relevant to them.”
The Drinking Check is based on the internationally recognised World Health Organisation Alcohol Use Disorders Identification Test (AUDIT), used by medical professionals worldwide to assess potential alcohol-related risks. The tool provides users with a personalised score along with advice and support to help people moderate their drinking if needed.
To take the free Drinkaware Drinking Check visit: