Responsible drinking - the name of the beautiful game

28 May, 2010

UK: Alcohol awareness charity Drinkaware has launched a programme to help fans stay safe and drink responsibly throughout the World Cup this summer, whether they’re travelling to South Africa or watching from the UK.

To help those at home get active and ‘match fit’, the charity will be giving away 10,000 free footballs through their ‘Hoof It’ campaign.  Drinkaware has also teamed up with the Football Supporters Federation and the Foreign and Commonwealth Office (FCO) to provide help and advice to fans travelling to South Africa.

The at home campaign is aimed at males, aged 30-44. The campaign is to be launch nationally on June 2 by ex-England footballer, Gareth Southgate.  Encouraging men to think about how much they’re drinking during the tournament, 10,000 Hoof It! balls, carrying health facts and tips, will be given away at special Drinkaware freestyle football events throughout the UK and at

The Drinkaware freestyle events featuring personal appearances by local football legends will take place in cities across the country from June 7.

Designed for fans travelling to South Africa, Drinkaware has also provided guidance for fans on drinking South African-style, suggestions for South African stomach liners and more general tips on getting around and staying safe.

In partnership with the Football Supporters Federation and the Foreign and Commonwealth Office (FCO), the safe drinking overseas messages will be distributed to fans through via:

·        A Free Lions publication funded by the Home Office, the FCO and the Football Association

·        Free Lions fanzine

·        The Football Supporter magazine

·        Free Lions e-newsletter

·        A Z-card at airports

·        FCO website

Chris Sorek, chief executive of Drinkaware, said: “The World Cup is a great occasion for national celebration and excitement, but it’s really important that football fans also think about the effect summer drinking can have on their health and wellbeing.

“Through the Hoof It! campaign, we want to encourage men to think about how much alcohol they drink and to consider ways of limiting their consumption. Playing football instead of just watching it on the TV is a great way to keep healthy and we hope our footballs will encourage fans to get active.

“Fans lucky enough to travel to South Africa will be in new surroundings and may encounter different drinking habits and cultures. Working with our partners, we will give them all the help and advice they need to stay safe, making sure all the drama stays on the football pitch this summer.”

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