SFA target boozing in football
BY LUCINDA CAMERON FOOTBALL coaches will get lessons on problem boozing in a tie-up between the Scottish Football Association and drinks company Diageo.
They hope to reach one million Scots with the message through the Drink Positive campaign.
The initiative will use the William Hill Scottish Cup as a platform to encourage football fans, coaches and players to be aware of the effects alcohol have on the body and to encourage moderate drinking as part of a healthy, balanced lifestyle.
Fans will also be targeted with media messages and engagement which aims to raise their awareness of the harmful effects of alcohol misuse through the DrinkIQ website (www.drinkIQ.com).
Scotland assistant coach James McFadden said: “Alcohol and football are a common pairing but it’s important for fans to recognise the dangers of excessive drinking.
“Our partnership with Diageo will help spread the message to fans of Scottish football that responsible drinking is vital.”
Chris Rawlings, Scottish FA commercial director, added: “Football plays an integral role in communities across Scotland and, as such, it is our responsibility to use the platform we have to promote a balanced approach to alcohol consumption.”
Diageo’s 3500 employees in Scotland will also be encouraged to take the message to friends and family across the country.
Charles Ireland, general manager for Diageo GB, Ireland & France, said: “We want people to really understand the effects of alcohol misuse and to drink in moderation.
“The power of football to reach people and to connect with them is massive. We are delighted to be working with the Scottish FA to harness that power and use it to positively transform the way people think about alcohol in Scotland and the way they drink alcohol.”