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1st February 2018

Drinkaware targets Rams fans with new competition

Drinkaware will be launching a new competition for Derby County supporters at the team’s Sky Bet Championship match against Brentford in February. Designed to appeal to fans’ love of their team, the alcohol education charity’s new ‘Game Changer’ competition will also be encouraging them to review their drinking habits.

At the Pride Park game on 3rd February, Rams supporters will be able to view footage of four ‘game changing’ moments from the club’s history and vote for their favourite. The clips will be shown on a number of screens at the ground, on Rams TV and at a Drinkaware gazebo outside the stadium. Voters will go into a prize draw and have the opportunity to win a VIP trip to the Derby training ground, where they will watch the first team train and have lunch.

Fans will also be encouraged to complete the Drinkaware DrinkCompare calculator – an easy way to assess their current drinking habits – and, if appropriate, receive advice on cutting down, linked to the charity’s Have A Little Less, Feel A Lot Better campaign. One supporter completing the DrinkCompare calculator will win a signed Derby shirt.

The Game Changer competition is part of Drinkaware’s partnership with Derby County, launched at the start of the 2017/18 season. The Have A Little Less, Feel A Lot Better message is prominently displayed every matchday on hoardings and screens around the ground and will have been seen by some 13 million people by the end of the season.

The Have A Little Less, Feel A Lot Better campaign targets midlife men – aged 45-65 – which is a close demographic match to the football fans filling the Pride Park Stadium. It encourages men in this age group to reduce their routine drinking, by showing them how small reductions in their alcohol intake can make a big difference to their health.

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.”


As part of the Derby County partnership, Drinkaware is working closely with the highly regarded Derby County Community Trust, including overseeing the sponsorship of a number of their community projects including their popular Walking Football and Active Choices programmes.

Have A Little Less, Feel A Lot Better is one of Drinkaware’s key campaigns, targeted primarily at the estimated one third of midlife men who are drinking above the Chief Medical Officers’ low risk unit guidelines. The health impacts for this group are compounded by the fact that many are also inactive and/or overweight.


Notes to editors

Drinkaware is an independent UK-wide, alcohol education charity with the objective of positively changing public behaviour and the national drinking culture. It aims to reduce alcohol misuse and minimise harm by helping people make better choices about their drinking. It achieves this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and by working collaboratively with partners (including the medical community, public health, third sector organisations, local authorities, police and the drinks industry).

Drinkaware has more than 100 funders, including UK alcohol producers, on-trade, off-trade and wholesalers.


For further information visit

Issued on behalf of:                Drinkaware

By:                                           ShielPorter Communications

For further information:           Ros Shiel: or 07841 694137

John Porter: or 07734 054389