Blackpool Football Club, together with 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.
Anne Toms, external and government affairs lead at BBG, said: “Expanding choice for consumers is central to how Budweiser Brewing Group supports 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.”
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 this 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.”
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