Blackpool FC has partnered with Drinkaware and Budweiser Brewing Group to encourage football fans to consider no- and low-alcohol alternatives as part of their matchday experience.

The trio delivered their first major awareness activation during Blackpool FC’s home fixture against Peterborough United on Saturday 11 April, using the tagline ‘What’s Your Best Sub?’ to engage supporters across the stadium.

Fans, hospitality guests and community participants were invited to sample no-alcohol options, including Budweiser Zero, in a bid to normalise moderation and broaden consumer choice on matchdays.

The campaign was designed to tap into the language and culture of football to make the message more accessible, while also encouraging longer-term moderation habits through simple, practical changes.

Drinkaware director of commercial development Nick Terry said the initiative reflected the charity’s wider ambition to reduce alcohol-related harm and make moderation more commonplace.

He said: “Our mission is to reduce alcohol harm and make moderation the norm, and this brilliant initiative with Blackpool FC and Budweiser Brewing Group does exactly that.

“By encouraging small, achievable changes – whether that’s swapping to a no- or low-alcohol drink, pacing, or planning ahead – we’re helping fans build healthier habits in a way that feels simple and sustainable.”

The activation carries added significance in Blackpool, an area that continues to face high levels of alcohol-related harm, and was framed by partners as an example of how community organisations, brands and charities can work together to support better health outcomes.

Budweiser Brewing Group external and government affairs lead Anne Toms said giving consumers more choice was central to the brewer’s moderation strategy.

She 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.

“Our long-standing partnership with Drinkaware, spanning more than 15 years, reflects this shared commitment to helping people make more informed decisions. By making great-tasting no- and low-alcohol options more visible and accessible, we’re enabling fans to enjoy the game in a way that suits them.”

The campaign also received backing from local MP Chris Webb, who said football provided a powerful platform for encouraging more open and relatable conversations around alcohol moderation in the community.

Blackpool FC head of marketing and media Ross Morgan said the club saw the initiative as part of its wider responsibility to supporters and the local area.

He said: “Matchdays are about bringing people together, and with that comes a responsibility to look after our supporters and our town.

“This partnership with Drinkaware and Budweiser Brewing Group shows how football can lead positive change. By embedding moderation into the matchday experience, we’re helping to create a safer, more supportive environment for fans and the wider Blackpool community.”

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