Jameson Whiskey has teamed up with Drinkaware and former football manager Alan Curbishley to relaunch its Know Your Score campaign, aimed at encouraging football fans to think more carefully about their drinking habits.

Returning for a second year, the campaign is designed to tap into the heightened emotion of the season’s closing stages, using football culture as a way to spark more honest conversations around alcohol and moderation.

At the centre of the campaign is Drinkaware’s free Drinking Check, a three-minute online tool that gives users personalised insight into how alcohol may be affecting their health.

While the message is a serious one, the campaign uses humour to cut through. Fronted by Curbishley, the creative plays out like a pre-match team talk before shifting into a wider message about staying sharp, understanding your limits and recognising the impact drinking can have on performance and wellbeing.

The latest push follows a strong response to last year’s activation, which featured former footballer Jay Bothroyd and drove more than 9,000 Drinking Check completions within 24 hours of launch.

As an official partner of the English Football League, Jameson will promote the campaign throughout April across EFL digital channels in a bid to reach football fans nationwide.

Nick Terry, director of commercial development at Drinkaware, said: “Our data tells us that more than eight million people in the UK regularly drink above the Chief Medical Officers’ low-risk guidelines. Reducing that number is a huge challenge, and it’s one we know we can’t tackle alone.

“Our partnership with Jameson Whiskey shows the real impact that collaboration can have.

“Together through the Know Your Score campaign we’ve already reached thousands of football fans with engaging content and practical tools like the Drinking Check. By bringing together Jameson’s creativity and platform, with Drinkaware’s trusted advice and tools, we’re able to connect with audiences in powerful new ways to make a meaningful difference.”

Curbishley added: “Football and drinking go hand in hand for many people, and when people are drinking and enjoying themselves, they don’t always recognise the potential harm.

“But we all need to be aware of our limits. That’s why I’m proud to be part of the Know Your Score campaign, to help people better understand their own drinking and get support for themselves or their loved ones if they need it.”

Liam Murphy, marketing director at Pernod Ricard UK, said the partnership reflects Jameson’s wider focus on responsible drinking.

“At Jameson, we love bringing people together and live for the craic,” he said. “This means being responsible, for yourself and those around you, and knowing your limits.

“Our collaboration with Drinkaware last year saw a significant number of people taking the Drinking Check and that’s what it’s all about, driving behaviour change and spreading awareness. Combine this with our EFL partnership and we’re able to reach football fans across the country in a way that’s relevant to them.”

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