Drinkaware and Derby County FC launch ‘Game Changer’ competition

By Stuart Stone

- Last updated on GMT

Drinkaware partnership: football fans can win a Derby County shirt for taking part in the programme
Drinkaware partnership: football fans can win a Derby County shirt for taking part in the programme
Alcohol awareness charity Drinkaware will be launching a new competition for Derby County football supporters during the team’s Sky Bet Championship match against Brentford on Saturday 3 February, as part of an ongoing partnership with the club.

During the fixture, Rams supporters will be able to view footage of four ‘game-changing’ moments from the club’s history on a number of screens and at a Drinkaware gazebo at Derby’s Pride Park stadium, and vote for their favourite.

Fans will also be encouraged to complete the Drinkaware DrinkCompare calculator – an easy way to assess their current drinking habits – and, if appropriate, will receive advice on cutting down in line with Drinkaware’s Have A Little Less, Feel A Lot Better​ campaign.

Voters will go into a prize draw and have the opportunity to win a VIP trip to Derby’s training ground to watch the first team train, with one supporter completing the DrinkCompare calculator winning a signed Derby County shirt.

Fun, effective, important

Rommel Moseley, director of business development & partnerships at Drinkaware, said: “The Game Changer competition is a fun and effective way of reaching football fans and starting important conversations about their drinking habits.

“Cutting back just one or two drinks every time, and having more drink-free days, could be a real ‘game-changer’ in terms of reducing their risk of developing alcohol-related health problems.”

The Have A Little Less, Feel A Lot Better​ message is prominently displayed every match day on hoardings and screens around Pride Park and will have been seen by some 13m people by the end of the season.

The campaign targets middle-aged men, aged 45-65 – a close demographic match for the Pride Park faithful – and aims to highlight how small changes to alcohol intake can make a big difference to their health.

Drinkaware has had a partnership with Sky Bet Championship side Derby County since the start of the current 2017-18 season.

As part of this partnership, Drinkaware works closely with the Derby County Community Trust, overseeing the sponsorship of a number of their community projects, including its popular walking football programme. 

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