England Rugby will link up with Drinkaware for the England v Ireland and England v Wales 2016 RBS 6 Nations games in a campaign that will see the charity’s responsible drinking messages displayed across various locations at Twickenham Stadium.
The campaign will feature across a variety of collateral at the two RBS 6 Nations home fixtures, specifically in-bowl LED advertising, messaging on the big screens in-bowl and in the West Fan Village, across poster advertising displayed in the bars throughout the stadium and via various England Rugby communications channels.
England Rugby’s Official Beer Partner, Guinness will also be supporting the campaign by distributing free bottled water post-match as fans leave the stadium and make their way to Twickenham Station.
In addition to match day marketing, Drinkaware has provided England Rugby bar staff and stewards with bespoke Club Hosts training.
Commenting on the announcement, Richard Knight, Twickenham Stadium Director, said:
“England Rugby is mindful of its role to demonstrate a responsibility to spectators and to continue to be a good neighbour to our surrounding community on match days. Linking up with Drinkaware to help people make informed choices about their drinking will ensure that we continue to prioritise the enjoyment and safety of our guests, as well as respecting our local community pre and post-match.”
Rommel Moseley, Business Development and Partnerships Director, Drinkaware, said:
“We are delighted to be working in partnership with England Rugby to help people make informed choices about their alcohol consumption at rugby fixtures at Twickenham Stadium.
"We believe that our Club Hosts programme – which will provide stadium bar staff and stewards with bespoke training aimed at encouraging a positive social atmosphere on match days – will add an additional layer of value on top of the marketing efforts that are being delivered to communicate the benefits of this partnership.”
Following the RBS 6 Nations, the partnership will be executed at some of Twickenham Stadium’s biggest rugby fixtures on this season’s calendar, including Army v Navy, the HSBC London Sevens, and the Old Mutual Wealth Series.